Feitoza succeeds Roisin Donnelly, who left the business in June after 31 years, the last two of those as brand director. He will also take on the role of commercial operations leader for hair care.
He has been with the FMCG giant since joining in 2000 as a graduate from Brazilian business school Fundação Getúlio Vargas. After six years in Brazil, he became brand manager for Latin America; two years later, he relocated to Switzerland to become marketing director for developing markets.
In 2012 Feitoza returned to Panama as Latin America marketing director for personal power (batteries), before switching categories to baby care the following year. His work in the role has given him a strong reputation within the company.
At P&G Donnelly oversaw the European rollout of widely praised campaigns, such as "Like a girl" for Always. A respected figure in adland, she has frequently spoken out for diversity and feminism in marketing and advertising, and is a past president of Wacl.
Since leaving P&G, Donnelly has taken up a non-executive director role at Bourne Leisure, which owns brand including Butlins and Haven Holidays. She continues as a council member of the Advertising Standards Authority and chair of beauty industry body Cosmetic Executive Women.