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Ma. Fatima D. Francisco (Fama) leads P&G’s second largest sector, global Baby, Feminine and Family Care, serving consumers around the world with household-name brands such as Pampers, Always, Tampax, Luvs, Bounty, Charmin and Puffs.

A working mother of four children and the first Asian female Sector CEO in P&G’s 184-year history, she has a global track record of leading successful businesses across developed and developing markets, brand building, innovation and operations.

Fama has achieved many firsts worth noting in her 32 years with P&G, including: being the first female sales manager hired in P&G Philippines, among the youngest women promoted to President, and the first Asian female President to lead a global business unit.

Fama joined P&G in 1989 as a sales manager in the Philippines. Since then, she has lived and worked in Japan, US and Switzerland. Fama led North America Baby Care, achieving category share leadership for the first time in 20 years, prior to being named President, Global Feminine Care in 2015. Under her leadership, the company accelerated the expansion of Always Discreet, P&G’s first major category entry in a decade. Fama championed the global expansion of the iconic Always #LikeAGirl female empowerment campaign, recognized globally with more than 120 industry awards across all aspects of brand building. She was appointed President, Global Baby Care and Baby & Feminine Care Sector in 2018 and became Sector CEO in 2019. More recently, Fama led Global Baby Care to return the business to simultaneous sales, profit and global share growth. She added responsibility for Family Care in 2021, now overseeing a quarter of P&G’s business in total.

Fama is known for championing equality and inclusion. Her Executive Leadership Team— comprised of 60% women—is one of the most diverse teams in the Company.