NEW YORK — Avon Products has appointed Patricia Perez-Ayala as SVP, CMO and global brand and category president, effective Dec. 3. In her new role, Perez-Ayala will report to Sheri McCoy, Avon's CEO, and will join the company's executive committee.
Perez-Ayala will handle global management of Avon's brand and marketing, including consumer insights, commercial marketing, digital marketing and product category strategy and execution. She will also oversee Avon research and development, new product development and packaging and the Liz Earle business.
"As we continue to drive Avon's turnaround, a strengthened, streamlined global marketing organization is critical for the company's success. Patricia's proven record of implementing change and driving results makes her the right person to lead Avon's worldwide marketing efforts," said McCoy. "Patricia is a global brand builder with over 20 years of experience, including business strategy, consumer marketing and operations in several of Avon's key markets. She is a great addition to Avon's leadership team and I'm thrilled to have someone with her track record as steward of our brand."
Prior to joining Avon, Perez-Ayala worked at the Procter & Gamble Company for more than 20 years, most recently as VP and GM, Eastern Europe. She was based in Russia and managed all operations for one of P&G's top five regions, leading a team of more than 1,000 employees. Perez-Ayala delivered very strong growth in both top and bottom line and turned around a declining business.
From 2005 to 2010, Perez-Ayala was VP and GM of North America Feminine Care and Global Strategic Planning, Tampax. She managed innovation, sales and manufacturing, and developed key relationships with retail customers and manufacturing facilities. She delivered share growth and record profits for four of her five years. Prior to joining Tampax, she was GM of Latin America Feminine Care, where she led product innovation, sales marketing and business operations in Mexico, Brazil, Venezuela, Chile, Argentina and Peru, and delivered sales and share growth each year.
In her early career, Ms. Perez-Ayala held a series of brand, marketing and strategy positions. She began her career in 1983 with Procter & Gamble Venezuela.