Became the first local General Manager for the newly established Israel/WBG subsidiary and a member of the Global Business Leadership Council of P&G. Managed this Middle East region as a cluster of countries through different distributors and organizations, during the worst ever crisis and economic recession in the region. Developed a new organizational model for new subsidiaries which delivered for P&G Israel/WBG one of the best productivities globally, and 3X higher than the average of the region. During my assignment P&G in Israel tripled the profit, increased +60% turnover, doubled the number of brands, with the regional best initiative success rate for new Brands (85%), and lead the acquisition of Unilever Detergent business. All business categories (Feminine Care, Baby Care, Health and Beauty and Fabric and Home Care) reached record market shares and Israel achieved global best share in Feminine Care products. P&G became the most awarded advertiser in Israel (2002-2004 Effie Awards) and achieved one of the best World employee satisfaction rates (94%) for P&G. Personally recognized as “The most successful manager of the year” in 2003 (Yediot, September 2003) and “One of the top 10 managers in Israel” and the only one non-Israeli (the Marker, July 2003).
Reporting directly to the CEO. Responsible for the total group for the Commercial and Supply Chain functions. Leads Carrefour consumer goods business (Own label Brands) almost a $20 billion turnover globally. Transformed the organization into what possibly is the best Private label business in retail, introducing “Brand building” capabilities, developing partnerships with external suppliers (i.e. Boots ) and agencies (i.e. Publicis), integrating Supply Chain, upgrading Marketing, Procurement and Quality assurance: as a result 15000+ skus in over 50 FMCG categories were re-developed and launched in less than 2 years, e.g. Les Cosmetiques brand relaunch early 2012, grew 5X previous market share, +3 points of gross margin, achieved consumer ratings ahead of most mass Beauty leading Brands. Managed the Group Marketing, e-Commerce and Design functions. Developed Carrefour multichannel strategy. Devised a partnership with Dixons- Pixmania, to launch the new Carrefour.com in November 2011. Carrefour became a leading food retailer in e-Commerce, with +30% annual growth globally.Carrefour Brand value increased +40% ( InterBranz, 2009-12) Lead the Centers of Competence, the “R&D” function for Carrefour, which develops the new formats, store types and create and qualify new products and services for the Group, i.e.“Carrefour Planet” was shortlisted as the best innovation in retail in 2011 by the World Retail Congress, and delivered between +5% to +20% turnover growth in Europe and Latin America. Personally awarded as one of the “Top 100 Global Board Candidates” by Agenda magazine, a service of the Financial Times in November 2011. “Les Cosmetiques” receives 5 awards as “ Product of the Year 2013” . First time ever an own label Brand wins that award
Braun is an over $2Billion business and one of the largest 15 brands of P&G globally. It is a global leading brand in durables and consumer goods; business spans into male and female grooming, household, hair care, and many other categories. It operates in more than 100 countries. Top markets include Germany, Japan, US, Russia, China, Spain, Italy, Turkey, Poland and Saudi Arabia. Responsible for total Braun business globally. Originally in charge of Braun Male Grooming products . Expanded responsibilities to total Braun Global business, all categories, consumer goods and durables in 2008. Led the largest turnaround and restructuring of Braun ever and its integration into P&G, creating a new organization structure (“Global to Local”) that became a role model for total P&G. Introduced a new innovation model for Braun, leveraged Braun engineering and R&D capabilities and integrated them with new Marketing and Design to create best in class innovation. Focused in Grooming, Hair Care and Household categories, building joint P&G/ Braun capabilities. Disposed pharmaceutical products, watches and other non-core businesses. After a decade of decline, 2008 market shares reached record high levels in male and female grooming and in hair care businesses. Braun profit reached a record high level too, enjoying possibly the fastest improvement of any Global business for P&G during 2008-2010. Braun “Bodycruzer” was awarded “Product of the year” by German industry in 2009. Several Food, Hair Care and Male Grooming products got a “Red Dot” design award. Braun advertising campaign was awarded with a “Gold Lion” in 2009 Cannes advertising festival.
Led the acquisition and integration of Olvia Beta/Gala Company ( A Turkish-Ukranian leading local FMCG player) and later Gillette into P&G. Also led the integration of local Wella business,all done before, during and after the “Orange Revolution” Ukraine and Eastern Europe uprising. General Manager for P&G, for Wella and for the acquired Gala Company in Ukraine. After 2005 also responsible for Gillette business. Successfully integrated Wella business, doubling original turnover. Ukraine was the first country globally to integrate Gillette into P&G. P&G and Gala reached a turnover of over $700MM, with 2 local manufacturing facilities serving Ukraine and total EMEA region and with over 3000 employees P&G Ukraine became the fastest growing business in the region and one of the fastest globally (+30% turnover, +50% profit). P&G was recognized as preferred employer and the most admired company in Ukraine (Kyiv Post, April`05) Personally elected Board member of the American Chamber of Commerce, and the European Business Association and President of the Consumer Goods Association.
Originally responsible for Middle East and Africa business. As of year 2000 took responsibility for Central and Eastern Europe and Turkey. Managed from the Headquarters a matrix organization of more than 30 dispersed locations and responsible for innovation and R&D projects for the Hair Care Business in the region. I was part of the Global team leading the Worldwide Acquisition of Clairol Hair Care and Colorant business Hair Care was the fastest growing category in the MEA region and reported the second fastest global growth (+20%, avg.). The region became the second largest Hair Care business in the World for P&G.
Introduced the first P&G beverages business in Southern Europe (Sunny Delight in Spain and Portugal). Responsible for concept development and marketing of the first Antibacterial product in the FMCG business (Fairy Antibac). Personally negotiated and got Institut Pasteur global endorsement. Fairy and Demak-Up reached record high market shares in Spain and Portugal. All brands reached record profits (in 1999 absolute profits more than double 1997 figures).
Responsible for Fabric Care Flagship brands, (Ariel, Vizir, Dash…) within the new GBU (Global Business Units) structure. Developed a pan-European PR campaign for the introduction of Ariel Antibac, and Ariel Essentials
In charge of the development and introduction of Bleach in Greece, including the establishment of the first factory in the country Designed and executed the marketing plans for Household Cleaning products, Dishwashing liquids and Laundry Additives. At the end of the assignment, Ace and Viakal hit record market shares; Fairy achieved market leadership (overtaking Lever and Henkel). Total turnover grew over + 70%. Fastest promotion to Marketing Manager in the history of P&G Western Europe
Led the pharmaceutical P&G brands (Vicks, Clearasil, Milton, Formula 44, Praims…). Created the launch plan for confectionary products (Victors), including external partners (General de Confiteria and Pepsico). Victors got market leadership 8 months after launch, Vicks, Clearasil and Praims got record market shares. The second fastest promotion to Brand Manager in the history of P&G Spain.
Master in Business Administration
Activities: 1989 - 1989
Master in Law
Activities: , 1988 - 1988
Specialty studies in EEC Law
Gonzalez-Hurtado enjoys many sports including basketball, squash and tennis. His various positions led him to reside in many locations worldwide including Spain, Greece, Switzerland, Israel, Ukraine, Germany, USA, Colombia, Peru, Brazil... He is married with 6 children. Currently lives in Paris, France. Apart from his native Spanish, he is fluent in English, French and Italian and also has a fair command of German and Greek.