Chief Executive Officer
Wella, the Salon Professional Division of P&G, North America
Reuben Carranza pairs P&G’s deep knowledge of consumers with passion for the salon and the stylist in his position as Chief Executive Officer of Wella, the Salon Professional Division of P&G, North America.
Both Mr. Carranza’s mother and his aunt were hairdressers, and he grew up in salons in his native Tucson, where his family has lived for four generations. He taps his understanding of the real salon world every day as he establishes direction for the Sebastian, Wella, Clairol Professional and Nioxin and brands in the U.S. and Canada.
“We can bring salons the best of both worlds,” he explains, “to blend the salon expertise of our brands with the legendary marketing of P&G.”
Previous to his current assignment, Mr. Carranza served as Director, P&G North America Professional Care Exclusive Lines, where he helped restructure the businesses into an integrated organization, which included bringing Clairol and Nioxin into the portfolio and into Professional’s Woodland Hills, California, headquarters. Within that portfolio, he presided over the restage of two legendary salon brands, Sebastian Professional and Wella Koleston Perfect.
In addition, Mr. Carranza reorganized the Professional distribution structure to build an effective network that reaches every stylist and salon, through direct sales organization, national teams and distributor store structures.
Since assuming his role as CEO, he has led the blockbuster launch of Wella Professionals Care and Styling in North America and the relaunch of the iconic Clairol Professional brand.
Mr. Carranza joined P&G in 1990 and worked for almost a decade as a sales executive specializing in shaping customer teams to include both retailers and distributors. In 1999, he took on a leadership role in customer business development and spearheaded top customer joint business planning processes. As a leader in both Puerto Rico and in the U.S., Mr. Carranza partnered with customers to drive their growth and share in hair care and color as well as in skin care and cosmetics.
Mr. Carranza currently sits on the Board of Directors for the American Association of Cosmetology Schools “Beauty Changes Lives” initiative and is on the Manufacturers’ Council of the board of the Professional Beauty Association.
A powerful communicator with a bias toward transparency and clarity, Mr. Carranza believes that by supporting hairdressers and honoring their creativity, P&G Salon Professional will drive the growth of salons across the continent. “I’m excited that my work allows me to expand business capabilities in an industry I love,” he says. “Hairdressers have an immeasurable impact on the lives of clients every day, and our role in P&G Salon Professional is to support them in everything they do.”
Mr. Carranza holds a BS in Marketing from the University of Arizona. He resides in Los Angeles.