Associate Brand Director, Always/Whisper, Procter & Gamble
Michèle Baeten, as Associate Brand Director for P&G’s Always/Whisper feminine hygiene brand, started the brand’s epic battle to stop the drop in confidence girls experience at puberty. Under Michèle’s leadership, the #LikeAGirl movement was designed and launched across 20+ markets, drawing from her rich international and digital/social brand building experience. The work has been widely recognized with over 170 international industry and advertising awards and, more importantly, has had a real social impact. The movement changed the meaning of “like a girl” from only 19% positive association before the campaign to 76% agreeing to no longer view the phrase as an insult after watching the campaign. In October 2015, Michèle was awarded a “2015 Brand Genius Award” by Adweek for the brand-building work led on the Always #LikeAGirl campaign.
Previously at P&G, Michèle successfully built businesses and brands, including Crest, Oral-B and Head & Shoulders, across developing and developed markets, living and working in Western, Central and Eastern Europe, China, and the US.
Prior to P&G, Michèle held marketing positions at Nestlé and Estée Lauder. Passionate about sports as a former Belgian youth sports champion, Michèle is now part of the IOC Women in Sport Commission to help encourage girls to participate in sports. She graduated with honors from Leuven University in Belgium, and holds a Master Degree in Sinology. Michèle speaks five languages fluently including Mandarin. She currently resides in Geneva, Switzerland with her husband.