Roisin Donnelly's successor to do things differently at P&G

The "blue" of Procter & Gamble flows through the veins of Stefan Feitoza - its recently installed marketing director for northern Europe, who joined the FMCG giant straight out of business school in 2000.

P&G: launched Always ‘#LikeAGirl’ under Donnelly
P&G: launched Always ‘#LikeAGirl’ under Donnelly

His predecessor, Roisin Donnelly, retired from P&G in June after 31 years. Compared with Donnelly, Feitoza is a relative newcomer and described as a "rising star".

In addition to his new job, which covers six countries and 72 brands, Feitoza will become commercial operations leader for haircare across the region – a category that industry experts say provides huge profit margins and the potential for innovation.

A relatively unknown entity among European markets – with agency executives still checking him out through LinkedIn – Feitoza is ob-viously attracting a lot of attention. Those who have met him describe him as an "easy-on-the-eye Brazilian, in his early forties, very street-smart and unlikely to be seduced by any nonsense".

Will he take on the public-facing duties à la Donnelly? She was a P&G evangelist and took it upon herself to inspire, educate and inform on not just everything P&G but also on leadership and diversity. One marketer says: "Compared to her predecessors, Donnelly did not lead a very quiet operation when P&G started opening itself up to the world. She was a force of nature." 

Feitoza, however, is understood to have a "different brief than Donnelly’s. He is not expected to do the external profile," one agency executive says. 

Another adds that Feitoza is more than capable of such duties, but says: "His job is to build on the progress that Donnelly has already made in a very tough retail category across Europe that is being challenged by discounters such as Lidl, who are pushing hard their private-label products." 

Not many are expecting business as usual. As one insider says: "We see Feitoza as someone with an outside-in vantage point." Having worked across multiple markets – some ravaged by market fluctuations – Feitoza will bring valuable experience to an un-certain northern European environment, not least Brexit UK.

Stefan Feitoza CV

July 2000
Senior product manager in Brazil for P&G’s feminine-care category

October 2003
Brand manager for Brazil

August 2006
Brand manager for Latin America

August 2008
Marketing director for developing markets

July 2012
Marketing director for Latin America personal power (batteries)

July 2013
Marketing director for Latin America baby care

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