Loïc Tassel

President, Europe

Loïc Tassel leads P&G’s business across 57 countries in Europe, serving more than 850 million consumers. He is responsible for nearly a quarter of P&G’s sales and profit and one-third of its global workforce, operating across 33 manufacturing sites and four global research and development centers in the Europe region.

Since joining P&G France as an Assistant Brand Manager in 1988, Loïc has spent his career developing winning organizations, building global brands and growing businesses. Prior to his current role as President of P&G Europe, Loïc served as Vice President for P&G’s Shave Care division in Europe & India, Middle East and Africa, leading one of P&G’s biggest businesses worth more than $2.5 billion in revenue across 135 countries.

As President of P&G Europe Loïc centres his work on developing P&G’s Category Growth Business model to thrive in any context, enabling P&G’s markets & businesses to grow consistently yet sustainably. He balances the companies’ focus on established distribution channels while quickly embracing new channels and consumer trends – always with the objective to serve consumers better. Loïc leads through actively building P&G’s well-established retail-partnerships, accelerating P&G’s eCom activities, and developing important partnerships with Drugstores, Proximity-Stores and Pharmacies.

Loïc leverages his experience with consumers, customers, competitors and the dynamic retail environment to enable new models of responsible and sustainable consumption, evolving P&G’s operations, products and packaging. To do so, Loïc is very intentional about the creation and advancement of a leading-edge organization, where equal access and opportunities to learn, grow, succeed and thrive are available to everyone.

Affiliations and Activities

• AIM – European Branded Goods Association, Board Member
• Swiss AmCham (American Chamber of Commerce), Board Director
• LEAD Europe, CEO Advisory Board, Member
• Saint Petersburg Graduate School of Management, Advisory Board Member