Beiers­dorf Reshuf­fling Man­age­ment

WWD Digital Daily - - The Reviews - BY JEN­NIFER WEIL

The com­pany an­nounced new board mem­bers and ad­di­tions to the con­sumer busi­ness seg­ment's ex­ec­u­tive com­mit­tee.

PARIS — Beiers­dorf AG said on Tues­day that it is reshuf­fling man­age­ment, with the ap­point­ments ef­fec­tive start­ing Jan. 1, when Stefan De Loecker be­comes the Ger­man per­sonal-care com­pany's chief ex­ec­u­tive of­fi­cer.

Ralph Gusko, a mem­ber of Beiers­dorf's ex­ec­u­tive board since July 2011, who over­sees brands, re­search and devel­op­ment, and the Asia-Pa­cific re­gion will leave the group at the end of 2019 at the lat­est. Beiers­dorf said his de­par­ture is by mu­tual con­sent.

Asim Naseer, global mar­ket­ing di­rec­tor for skin care, based in Sin­ga­pore for Proc­ter & Gam­ble, has been ap­pointed to Beiers­dorf's ex­ec­u­tive board with the over­sight of its con­sumer brands, ef­fec­tive Jan. 1.

Ra­mon A. Mirt will be­come a mem­ber of the group's board on March 18 and spear­head its Near East and Amer­i­cas re­gions, suc­ceed­ing De Loecker in the role. Mirt most re­cently has served as Reckitt Benckiser's se­nior vice pres­i­dent of Cen­tral and East­ern Europe.

Mean­while, a newly es­tab­lished ex­ec­u­tive com­mit­tee will man­age the Beiers­dorf Group's con­sumer busi­ness seg­ment. Along­side the com­pany's ex­ec­u­tive board will be May Shana'a, global head of R&D, and Har­ald Em­berger, global head of sup­ply chain.

“Such [a] de­ci­sion could seem quite usual if the new ceo wants to put the focus on op­er­a­tional dis­ci­pline and sup­port fu­ture growth,” wrote Pierre Teg­nér, an an­a­lyst with ODDO BHF, in a note.

“But what we see is that such [a] de­ci­sion could be also more than use­ful if the ceo does want to se­cure the ex­e­cu­tion of an ac­qui­si­tion,” he added. “We con­tinue to think that the Gal­derma/Nestlé Skin Health could help Beiers­dorf in be­ing po­si­tioned on all the three key seg­ments of the skin-care mar­ket: mass with Nivea, su­per pre­mium with La Prairie, and der­ma­tol­ogy with Gal­derma [and] Eucerin.”

Rein­hard Pöl­lath, chair­man of the group's su­per­vi­sory board, thanked Gusko and com­mended him for be­ing both “a pil­lar and a driver of world­wide Beiers­dorf busi­ness,” and wel­comed Naseer and Mirt.

“They will help Beiers­dorf fur­ther deepen its com­mit­ment to in­ter­na­tional di­ver­sity and be­ing clos­est to mar­kets and con­sumers,” said Pöl­lath.

As re­ported, De Loecker's ap­point­ment was re­vealed in mid-Oc­to­ber. He will suc­ceed Stefan F. Hei­den­re­ich, who steps down from the ceo po­si­tion on Dec. 31. He started in the job in 2012.

De Loecker joined the maker of Nivea, Eucerin and La Prairie prod­ucts in 2012, first as se­nior vice pres­i­dent, Near East. In 2014, he was named to the ex­ec­u­tive board and also took charge of the Amer­i­cas on April 1, 2016. De Loecker was ap­pointed deputy chair­man of the ex­ec­u­tive board on July 1.

Prior to that, he held po­si­tions at Tesco plc and Nestlé Group.

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