Ms. Xie joined P&G in China as part of the Gillette
acquisition in 2006, and later honed her business leadership skills
and brand-building acumen as country CEO for Malaysia &
Singapore, returning to the company's China HQ in Guangzhou as
general manager, Greater China in June 2013.
When she returned to China, the market "seemed to experience 30
years' worth of change," she said, citing four trends that
influence her leadership decisions at P&G.
1. The more affluent segment of China's population is growing
much faster in sophistication, and has more influence on the people
around them.
2. Japanese and Korean brands and culture are also a growing
influence on Chinese consumers, especially at the high end of the
market. That "provides additional angles for brands to connect with
Chinese consumers," she said.
3. Individuals are empowered. "Instead of enjoying being taught
and told what to do, they expect to be listened to, better
understood and ultimately to be delighted," she said. "Their
expectations are much higher."
4. "The biggest game-changer for P&G going forward" is the
rise of internet-based technology, which is "transforming
everybody's life in China [and] has a huge impact on the
fast-moving consumer goods industry. Innovation momentum has become
very strong here, leading to more collaborations between P&G
and its local partners and suppliers," she said.
P&G is garnering creative and effectiveness awards for its
digital work, including the multi-brand "Pretty Mom" campaign that
she said recognizes a new mother's need to care for her baby as
well as look her best before returning to work after maternity
leave.
She targeted a very different consumer with Gillette's "Shave
Sexy" campaign, based on the insights that men find dry shaving
more convenient but can be swayed by women who see wet shaving as
more alluring. After an unbranded social experiment got women
comparing the two shaving methods--including watching male twins do
both—and expressing a preference for wet shaving, Gillette
stepped in with a sexy shaving tips video.
"It is a social, viral-centric campaign which received more than
20 industry awards and strong business results," Ms. Xie said.
The Women to Watch questionnaire:
Favorite social media: Mostly WeChat
Home city: Shanghai. But now my home city is
wherever my family is.
Hobbies: Yoga, travel and scuba diving.
First job: Assistant brand manager at Kellogg's U.S. headquarters,
in Battle Creek, Michigan.
Lived abroad: 12 years in the U.S. and 3 in
Malaysia.
Best advice you've ever gotten: "Simplicity,
patience and compassion, the three greatest treasures in life" by
Lao Tzu
Biggest change you've seen in the industry:
Internet and digital technology