P&G promotes Thai exec to top post

The 13-year P&G veteran, who returns to Thailand after two years at the regional headquarters in Singapore, said her initial priority would be "to make sure I thoroughly understand the Thai organisation and the resources we have in this market. Beyond that, it all boils down to growing the business, the organisation and its people".

In her new post, Milindasuta will oversee a staff of 900 and an operation which generated some 5.4 billion baht (US$132 million) in sales in the year to June. P&G also accounts for more than 50 per cent of Thailand's cosmetics exports. Milindasuta joined the company in 1990, and was a key contributor to the launch of Pantene Pro-V shampoo in 1991. She was promoted to brand manager in charge of Pantene in 1992, marketing manager for the haircare category four years later, and by 2001, was marketing director for haircare in Asean, Australasia and India.

"My personal challenge is to change my focus from a single category to managing the needs of multiple categories."

This will by no means be the only challenge facing her. The Thai consumer, she said, is very demanding both in terms of the value equation and in terms of the need for innovation.

"Slow down on innovation and you'll be in a bind. With regard to the trade, we have to be able to meet their expectations and needs in terms of efficiency and speed."

Orapim takes over from Jeff Hansberry who returns to P&G's US headquarters to lead the Ahold business development team.