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To Download a PDF of an Interview with Juliana Azevedo, President Latin America and the Caribbean Improving People’s Lives An Interview with Juliana Azevedo, President, Procter & Gamble Brazil EDITORS’ NOTE Juliana Azevedo Will you provide an overview of way to market leadership with Gisele Bundchen’s is the first woman to hold the your role and key areas of focus endorsement, Head & Shoulders shampoo, and General Manager position at P&G for P&G? Old Spice deodorant launches in Brazil. I was also Brazil, one of the top 10 markets for My history at P&G began in 1996 fortunate to lead Wella’s and Gillette’s integrations the company, and she has recently as an intern in marketing, working and businesses, wonderful opportunities to learn been recognized by Forbes as one with its feminine protection line-up. I about new cultures and solve some of the hardest of the most powerful women in the fell in love with the company’s prin- organizational challenges in my career. country. During her 25 years at ciples and values, as well as with the It was around 2009 when, already a Brand P&G, where she joined as an intern, amazing development opportunities I Director, I was offered the opportunity to accu- she acquired a holistic vision of the had even as an intern - my graduation mulate the role of sales director, broadening my business, having deepened in areas paper was the development of a new experience outside marketing. These were years such as marketing, sales, strate- sanitary pad which was a real project of absolute vertical learning not only in sales, gic planning and management. Juliana Azevedo at P&G. Hence, the plan of staying for but also in logistics, company trade policies, and Azevedo’s personal mission is to a couple of years to learn about sales fi nance. This was a true blessing that jump-started promote education in Brazil. She believes it is and marketing turned into a life project from me and, three years later, I was promoted to VP the basis for the development of a better world. In intern to CEO in my home country. of Beauty for Latin America with responsibili- addition to being a Council Vice President of Soon after becoming a product manager, I ties for fi ve different business units, dozens of United Way, she is also connected to UNICEF as accumulated additional responsibilities for dia- brands, several manufacturing sites around Los a continuous effort to improve education per products, expanding my impact into two Angeles, and teams in every single country in the standards. Azevedo holds a law degree from of the largest brands in the early years of P&G region. Under a strategy of product and execu- Pontifícia Universidade Católica de São Paulo Brazil – Always and Pampers. One of the most tion superiority that was grounded on the local and a degree in industrial engineering from remarkable projects was the development of the consumer business, we accelerated growth and Escola Politécnica da USP. fi rst in the world lower priced line-extensions regained the top position as a profi t and growth for Always and Pampers – from product design, contributor for the entire region. COMPANY BRIEF P&G (pg.com) serves con- to packaging, to price and overall strategy. A Finally, before returning to Brazil, I worked sumers around the world with one of the milestone for a P&G subsidiary that accelerated as Global VP for P&G Feminine Care and Adult strongest portfolios of trusted, quality, lead- profi table growth with superior products closer Incontinence brands, coordinating everything ership brands, including Always®, Ambi to the Brazilian consumer’s needs, the learnings from strategies to product development and com- Pur®, Ariel®, Bounty®, Charmin®, Crest®, were captured in a Harvard Case Study used munication in more than 152 countries and my Dawn®, Downy®, Fairy®, Febreze®, Gain®, today in many universities. teams were spread all over the world. In Femcare Gillette®, Head & Shoulders®, Lenor®, Creating alternative business models that we were facing a declining market leadership Olay®, Oral-B®, Pampers®, Pantene®, allowed our international brands and technology to and the business needed a total revamp. In Adult SK-II®, Tide®, Vicks®, and Whisper®. The delight Brazilians, and doing so in a profi table man- Incontinence, Always was the newcomer and P&G community includes operations in ner, turned into a trademark in several of my projects challenged the status quo. We achieved our goals approximately 70 countries worldwide. for different brands – Pantene development all the and delivered strong results. “Over the past three years, my organization and I have created a plan grounded on innovation that aims to delight the Brazilian consumers, combined with strong citizenship efforts, all powered by a very strong leadership team.” 202 LEADERS POSTED WITH PERMISSION. COPYRIGHT © 2021 LEADERS MAGAZINE, LLC VOLUME 44, NUMBER 2 “I believe we can use our strength to grow the business and do good for society and return more to this country that received us so well 32 years ago. Our priority is to continue with our purpose of improving people’s lives.” Leading P&G Brazil had always been Brazil offers P&G growth opportunities as well as provided input for health issues and in my dreams. It is a huge honor and another and inspiration – both critical pillars of our investment in science and solutions to combat great professional challenge, since Brazil is the “Brazil Project.” We are among the 10 largest COVID-19. We also donated 100 tons of food third largest market in which P&G competes subsidiaries globally, but not in the top three – to communities in Paraisópolis and Capão and has huge growth potential. Over the past hence a hiatus to close. In addition, I want our Redondo in São Paulo via Projeto Vida Corrida, three years, my organization and I have cre- operation to be increasingly an inspiration to Associação das Mulheres de Paraisópolis and ated a plan grounded on innovation that aims other P&Gs in the world through our thought Cidade de Deus, as well as in Rio de Janeiro via to delight the Brazilian consumers, combined leadership and innovation capacity, especially the United Way and Gerando Falcões. with strong citizenship efforts, all powered by a now, with LAIC in Louveira. We also invested in science through our very strong leadership team. We promote from Finally, we want to do more for Brazilian Always brand and gave R$ 200,000 to the within the company and it is critical to hire society. We already have beautiful projects such team led by Dr. Ester Sabino who is the fi rst and develop the best people that can perform as Pure Water for Children which benefi ts more researcher to sequence the genome of the new at their peak with autonomy. This is one of than 35,000 families, and P&G for Education, coronavirus in Latin America from the Medical my most important responsibilities. which touches more than 2 million children Research Laboratory of the USP Medical School While we have been strong innovators for from early childhood to high school. I believe Foundation. In addition, through the support more than 183 years, we have recently adopted we can use our strength to grow the business of the Vicks brand, an artificial lung was a powerful start-up mentality to drive agility and do good for society and return more to this purchased in the amount of R$ 315,000 for the and advance our processes (P&G Startup Way). country that received us so well 32 years ago. Polytechnic School of USP as part of a low-cost Strong leaders in our local innovation cen- Our priority is to continue with our purpose of ventilator project. ter (LAIC) guided by clear strategies and pro- improving people’s lives. With all of our efforts during the pandemic, cesses have succeeded in developing superior How has P&G adapted its business in we know that we have the capacity to further products for the Brazilian consumer by taking Brazil in order to address the challenges expand our citizenship work, being increasingly advantage of our global technologies and local caused by the global pandemic? an effective agent in generating solutions, uniting touches. Our key priorities have been the safety investments in science and service to return to Finally, P&G is committed to be a force of our people, to guarantee the supply of our society resources that help improve critical situa- for good and a force for growth, impacting essential products and to help the communities tions. Since we know we can’t do this alone, we the community, driving equality and inclusion, in need. We have reinvented the way we work launched the Aceleradora P&G Social. and environmental sustainability. Through our by working from home and transforming offi ces In early 2021, Brazil entered a second brands, employees, operations, and business and protocols in the plants, the velocity and wave of COVID cases. The city of Manaus partners, we make signifi cant differences in the autonomy of our decision-making process, and suffered from a lack of oxygen and medical lives of people around the world. In Brazil, more innovation which has increased by more than equipment so P&G engaged in multiple fronts than 4 million kids have been helped with edu- 30 percent in the past 6 months, in order to to help the entire Manauara community. We cational programs, more than 70 million liters fulfi ll these objectives. Our strong culture, his- gave 2500 m3 of oxygen, more than a thou- of clean drinking water has been donated, 40 toric partnership with customers and suppliers sand N95 masks to the Hospital 28 de Julho percent of Brazilian P&Gers are women, P&G as well as digital transformation that had started and Nilton Lins Hospital, plus half a million has been carbon neutral for the decade and has ahead of the pandemic were fundamental for disposable masks for the vulnerable popula- been a key player to mitigate the impact of the our success in these turbulent times.
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