P&G Bucharest Intelligence Hub Celebrates 20 Years of Transformation

For two decades, Procter & Gamble’s Bucharest Intelligence Hub (iHub) has transformed from a transactional services center into an Intelligence Hub, connecting data, technology and expertise to support P&G Business, improving agility and performance across functions and markets. The site’s evolution mirrors a broader shift in how the Company builds competitive advantage: by pairing operational excellence with digital capabilities, analytics and consumer first ways of thinking and working.

From Support Services to Digital Hug

• 2006: The iHub opened in Bucharest serving as a procurement hub for Europe, rapidly expanding across Europe, Middle East and Africa.
• 2015: Adding IT manufacturing support, the hub strengthened its role alongside P&G’s Romania plant in Urlati.
• 2018: Accelerated its global reach while evolving into a leader in IT and Data & Analytics, advancing digital capabilities.
• 2024: The service center was named the Bucharest Intelligence Hub (iHub), now P&G’s largest GBS site in Europe and one of only four P&G GBS iHubs in the world.

People, Culture & Impact

With 500+ employees, the Bucharest iHub focuses on complex, end-to-end processes, combining scale with specialized expertise. Recent expansions illustrate the iHub’s continued evolution. In 2024, the Bucharest AI Accelerator team was established to advance AI innovation across P&G. In 2026, Global Consumer Relations became the newest addition to the iHub, strengthening how we engage with consumers. The iHub’s success is rooted in strong talent, with operational excellence at its core and innovation in its mindset.

As April Cielica, our Global Business Services President, shared in a conversation with Radu Maftei, South East Europe Senior Vice President:

“As we rethink how we operate to meet ever-changing consumer needs, we need sites that don’t just execute but anticipate, adapt and lead forward. This site knows how to run operations and surface insights. We can define the CPG Company of the future in Bucharest.”