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 CEO of Wella North America, the Salon Professional Division of P&G.
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 brands in the U.S. and Canada.
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 on the Board of the Professional Beauty Association.
A powerful communicator with a bias toward transparency and clarity, Mr. Carranza believes in supporting hairdressers and honoring their creativity. “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 at Wella is to support them in everything they do.”