Freddy Bharucha has been named Procter & Gamble’s first president, North America personal care and wonder operations.

Formerly the corporate’s senior vp for its North America personal care division and Old Spice global brand franchise of 5 years, Bharucha will now also lead P&G Beauty’s media efforts, head up its cross-category retail strategy and serve on the board for the Personal Care Products Council.

Bharucha will proceed to be based in Cincinnati, Ohio, as he commences the brand new role.

“With a consistent track record of brand name, business and organizational growth, Freddy is well-positioned to tackle this newly created position,” said P&G Beauty chief executive officer Alex Keith and Markus Strobel, president of P&G skin and private care, in a joint statement. “While our categories will proceed to operate independently, the unique needs of the fast-moving North America beauty market create an equally vital opportunity to harness emerging synergies across these businesses.”

Bharucha joined P&G greater than 21 years ago as an assistant brand manager and has since occupied roles operating inside each of the wonder conglomerate’s personal care, skincare and hair care categories.

“I’m simply humbled by this recognition and honored to be entrusted with the chance to play a fair more hands-on role in P&G Beauty’s continued evolution, especially to strengthen connections with our consumers, retailer partners and other stakeholders,” Bharucha said in a press release.

Added Keith and Strobel: “Freddy’s promotion to president is a transparent recognition of the impact his leadership has already made. We’re excited for him to further leverage his expertise, foresight and growth mindset across our entire North America business.”

Through fiscal yr 2023, P&G saw continued sales boosts because of price hikes. Last month, the patron goods giant announced first-quarter fiscal yr 2024 net sales got here in at $21.9 billion, up 6 percent versus a yr ago and barely above Wall Street forecast of $21.58 billion. Earnings per share were $1.83, also surpassing estimates of $1.72.