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New Beiersdorf CEO Reshuffles Top Management Team

Published on Dec 5 2018 8:30 AM in A-Brands tagged: Featured Post / Management / Reckitt Benckiser / Procter & Gamble / Beiersdorf / Nivea

New Beiersdorf CEO Reshuffles Top Management Team

Beiersdorf, the maker of Nivea skin creams, plans to shake up its top management team when new chief executive Stefan De Loecker takes over on 1 January 2019.

It has hired managers from rivals Procter & Gamble and Reckitt Benckiser.

Beiersdorf reported that Asim Naseer, P&G global marketing director for skincare, would take over as head of consumer brands from 1 January, replacing Ralph Gusko, who continues his responsibility for Asia Pacific for now, but will leave by the end of 2019.

Ramon A. Mirt, who headed Reckitt Benckiser's business in Central and Eastern Europe, will take charge of the Near East and Americas regions for Beiersdorf in March of next year, the firm reported.

International Diversity

"We welcome Asim Naseer and Ramon A. Mirt and their rich expertise. They will help Beiersdorf further deepen its commitment to international diversity and being closest to markets and consumers," said chairman Reinhard Poellath.

Beiersdorf announced in October that deputy CEO De Loecker, a 51-year-old from Belgium, would take over from Stefan Heidenreich on 1 January, with a mandate to make the company more digitally savvy and expand internationally.

Executive Committee

Beiersdorf said that the management of its consumer business would be overseen by a newly established executive committee, including global head of research and development May Shana'a, as well as supply chain head Harald Emberger.

Naseer, 49, started out as managing director of a textile company in Pakistan, before joining P&G in 1999. Mirt, 52, started his career at Kraft Foods, where he worked his way up to lead the Latin American region, before joining Reckitt in 2006.

News by Reuters, edited by ESM. Click subscribe to sign up to ESM: European Supermarket Magazine.

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