New Beiersdorf CEO rumbles competitors with management reshuffle

Stefan De Loecker was appointed CEO in November and has since poached employees from competitors P&G and Reckitt Benckiser

Ramon A. Mirt and Asim Naseer

Beiersdorf’s newly hired CEO, Stefan De Loecker, is rumbling its competitors by appointing two new employees to its top management team.

Asim Naseer will join the firm’s Executive Board as Chief Marketing Officer for Consumers Brands, effective from 1 January.

Naseer was formerly positioned at Beiersdorf’s competitor P&G for nearly 20 years, working up the ladder from Assistant Brand Manager to Global Brand Director of Skin Care, Acquisitions and Innovation.

Meanwhile, Ramon A. Mirt has been appointed to the Beierdorf Executive Board, effective 18 March 2019, assuming responsibility for the Near East and Americas regions from De Loecker.

Mirt joins the Nivea brand owner from consumer goods company Reckitt Benckiser (RB), where he served for more than 12 years.

In a statement, De Loecker said: “I am personally very excited and proud to address Beiesdorf’s repositioning and its next level development in the coming years together with this diverse and dynamic change.

Despite the new hirings, Beiersdorf will experience more changes as Ralph Gusko, a seven year-standing member of the Executive Board, will step down from his position, effective 1 January.

Commenting on the news De Loecker said: “We sincerely thank Ralph Gusko for his exceptional commitment and his successes in strategically building up and expanding our brands and regions.”