ISBA announces today that Taide Guajardo, Brand Senior Vice President Europe, Procter & Gamble has become ISBA Vice President.
Taide has spent over three decades in marketing at Procter and Gamble, in four geographies. She joined in Mexico in 1990 and after two years, was transferred to Poland, where she laid the foundations of what the subsidiary is today.
In 1995 she moved to Italy where she performed leadership roles in the Laundry category and Media. In 2010 she moved to the Geneva European HQ as the European Brand Operations leader, driving constructive disruption in Media, Digital and Data for all brands and countries in the region. In 2021 Taide was appointed Senior Vice President Brand for Europe.
She leads a team of over 1300 talented marketers and partner agencies across 49 countries investing amongst the top advertising spenders in Europe. Her mission is to fuel sustainable, irresistibly superior brands, through an energized and skilled P&G team and partners.
As Vice President of ISBA, Taide will work with the fellow Vice President Sarah Mansfield, Unilever to support ISBA President, Pete Markey, Boots in leading the ISBA Council.
Made up of CMO’s from the ISBA membership the Council oversees the business of ISBA and contributes to the setting of the ISBA priorities.
Commenting on her appointment Taide said “It is with great honour to undertake the role of VP in ISBA and be part of this forward-thinking community that shapes the future of advertising. In line with my role in P&G, I’m excited and committed to keep raising the bar on Brand building in terms of transparency, impact and accessibility towards a better advertising environment that best serves people and grows the markets”.
Commenting on Taide’s appointment Phil Smith said “Taide brings with her a wealth of experience from across the marketing spectrum. Her work on creating advertising that is accessible to all aligns with one of ISBA’s key priorities. I am looking forward continuing to work with her, both as ISBA Vice President and as one of the key sponsors of the Ad Access Alliance.”
Taide begins her role as Vice President with immediate effect.