Graciela Eleta de Cacho is Vice President for Procter & Gamble’s Multicultural Development Organization in North America. In this position she’s in charge of developing and executing marketing and retail strategies directed at the Hispanic and African American market in the Unites States and Puerto Rico. She is the first woman of Hispanic descent to occupy the position of Vice President for Procter & Gamble in North America.

Natural from Panama, Eleta joined Procter & Gamble 17.5 years ago. She worked as Director of the Puerto Rico Marketing Department, leading its Household Products and later Health and Beauty Care Divisions. Her accomplishments include the successful launch of several brands for the Puerto Rico market, including Pantene, Vidal Sassoon, and Swiffer.

Her leadership has been a primary element in creating an innovative organizational structure, which for the last 3 years has overseen the management of P&G’s business in the U.S. Hispanic and African American markets from Procter & Gamble’s Puerto Rico office.

Under Eleta’s direction, Procter & Gamble’s Multicultural Division has developed innovative and holistic marketing strategies for Hispanic & Ethnic markets in North America. Eleta’s group oversees the development and execution of marketing strategies for twelve (12) of the Company’s largest brands, including Pampers, Tide, Crest, and Pantene. A significant amount of her organization’s focus is on developing strong consumer and shopper understanding that will set the foundation for continued business growth. Among her most significant achievement is the launch of the Avanzando con tu Familia program, a successful retail promotion and Public Relations program anchored by the Avanzando magazine reaching over 4.0MM Hispanics.

She collaborates locally with a number of non-profit organizations, such as Fondos Unidos, San Juan Rotary Club and SER Jobs for Progress. Among Eleta’s professional recognitions include the 2000 Top Management Award and the Executive of the Year Award both in Puerto Rico. She has a Bachelor’s Degree in Economics from Wellesley College, Magna Cum Laude, and a Master’s in Business Administration from Boston College.

Procter & Gamble markets over 250 brands to nearly five billion consumers in more than 130 countries around the world. Some of the brands are : Tide, Ace, Ariel, Downy, Crest, Pantene, Always, Pringles, Pampers, Bounty, Charmin, Vicks, Olay, and Cover Girl. The company’s headquarters are located in Cincinnati, Ohio. Procter & Gamble’s annual sales were 39.2 billion dollars in 2001, employing nearly 106,000 people in more than 80 countries worldwide.
 
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