P&G signals end of traditional marketing director roles as it overhauls job titles
Procter and Gamble has overhauled its marketing department by scrapping the title of marketing director in favour of brand director as the consumer product company moves to ensure the department has ‘single-point responsibility’ for brands.
Under plans announced in February that saw the marketing department renamed to brand management to improve its ability to deliver marketing efficiency and effectiveness, all four brand disciplines -- brand management (formerly marketing), consumer and marketing knowledge, communications and design will be integrated into one brand function.
A spokesperson for P&G said in a statement: “These changes will help us unify brand-building resources to focus on delivering better brand and business results, clarify roles and responsibilities to make faster decisions, and simplify our structure to free up time for creativity and better execution.”
Last month the company announced plans to enter into new product categories as it places greater focus on innovative products to help turnaround declining growth rates.