Ma. Fatima D. Francisco

Chief Executive Officer, Baby, Feminine and Family Care
Executive Sponsor, Gender Equality

Ma. Fatima D. Francisco (Fama) leads P&G’s second largest sector, global Baby, Feminine and Family Care, with $20 billion in net sales. It consists of P&G’s biggest brand, Pampers, as well as household names such as Always, Tampax, Luvs, Bounty, Charmin and Puffs.

A real trailblazer, Fama has achieved many firsts in her career, including: being the first female sales manager hired in P&G Philippines in 1989, among the youngest women promoted to President at P&G, and being the first Asian female Sector CEO in P&G’s 186-year history.

Fama is a respected leader with a track record of turning around businesses. When spearheading North America Baby Care, she took the business to category share leadership for the first time in 20 years. While at the helm of Global Feminine Care, the company accelerated the growth 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 with more than 120 industry awards across all aspects of brand building. Fama became Baby & Feminine Care Sector CEO in 2019. In two years, under her forward-thinking and transformative leadership, the business returned to simultaneous sales and profit growth, and delivered the best sales results in over a decade a year later.

In 2021, Fama was given additional responsibility for Family Care, now overseeing a quarter of P&G’s total business.

An inspiring leader, Fama is a true role model known for championing gender and intersectional equality. As Executive Sponsor for Gender Equality, Fama leads P&G’s efforts to tackle bias and build a world with equal voice, opportunity and representation for all. Leading by example, Fama builds diverse organizations, and her Executive Leadership Team includes more than 50% women. Fama is also an advocate for mental health and leads her business with empathy and openness, building resilient teams who she empowers to rise up to their full potential.

Fama has four children and lives with her family in Cincinnati, Ohio.

Affiliations and Activities

• Organon, Board of Directors
• Fortune Most Powerful Women in American Business 2021: “One to Watch”
• Fortune Top 50 Most Powerful Women International 2020, 2019, 2018
• Ad Age, Women to Watch 2016
• Financial Times, UPstanding 100 Executive Power List, 2016
• National Diversity Council, Most Powerful and Influential Woman’s Award 2016
• 2015 Brand Innovators, Top Women to Watch
• Philippine Marketing Association, National Agora Award for International Excellence
• Bank of the Philippines, Excellence in International Business Awardee
• YWCA Rising Star
• Cincinnati Business Courier, “Forty Under 40”