Gil Sanchez
I’m a passionate Global brand design and experience executive with 20+ years leading & architecting end-to-end design systems across concepts, packaging digital, physical, and retail environments for Procter & Gamble's largest hair care and laundry businesses. As an organisation leader, I focus on creating working environments where members collaborate, feel safe to take risks, learn from them and continuously challenge category conventions.
Proven track record turning design into a strategic growth capability across a $5B+portfolio, delivering measurable business impact including +8 pts iNOS, a 150% increase in online sales through digital-first design frameworks, and ~$2MM in agency efficiencies.
I have deep experience in partnering with cross functional leaders such as R&D, consumer insights, and technical packaging teams, and building new creative operating models that integrate internal talent, agency networks, and AI-enabled workflows that enable superior and more meaningful consumer experiences that turn into business growth.
Consumer Understanding, Strategy, Craft & Excellence in Execution
These four principles have shaped my entire career, starting with my agency days as a designer. Over the past 18 years at Procter and Gamble, I’ve continued to grow and strengthen them through the various roles I’ve had the opportunity to take on, leading regional and global brands and teams across different geographies.
PROFESSIONAL EXPERIENCE
Category Senior Design Director, NA Hair Care Procter & Gamble
Cincinnati, OH • 2019 to present
Design Director, Global Head & Shoulders Procter & Gamble
Geneva, Switzerland
2016 • 2019
Design Director, Global Tide Procter & Gamble
Geneva, Switzerland
2013 • 2016
Senior Design Manager Ariel Latam Procter & Gamble
Panama City, Panama
2009 • 2013
Early Career
Mexico City, Mexico
2003 • 2009
Academic
Mexico City, Mexico
1999 • 2003
Awards & Publications
Lead the design organisation and end-to-end creative strategy for P&G's $5B North America Hair Care portfolio, including Pantene, Head & Shoulders, Herbal Essences, Aussie, Old Spice, Native, and emerging businesses.
Own the transformation of design into a core business growth capability, connecting brand strategy, innovation, visual identity, packaging, digital ecosystems, and consumer engagement into cohesive brand experiences.
• Led and executed the largest innovation bundle in 20+ years for the top 4 brands in P&G's Hair Care NA portfolio, delivering +8 pts of iNOS in Year 1, triggering early adoption across focus & enterprise markets like LA, EU, and APAC.
• Established digital-first design frameworks that removed consumer conversion barriers across owned and retail-media ecosystems, driving a 150% increase in online sales on Amazon and Walmart.com.
• Directed an end-to-end external partner network design, advertising, and production agencies, photographers, fragrance houses, and packaging material suppliers consistently ensuring design quality, speed, and cost efficiency across the full production pipeline.
• Repositioned the design function from executional delivery to strategic influence across brand building, innovation, and commercial strategy.
• Manage a 16-person design organisation across multiple seniority levels, plus a $6MM budget spanning 6 external creative agencies, ensuring both individual development and business value.
• Built and evolved creative operating models that increased speed, efficiency, and impact by integrating internal capabilities, external agency partners, and AI-enabled workflows.
• Delivered approximately $2MM in efficiencies through agency optimisation while increasing creative ownership and raising design quality standards.
• Attracted, grown and developed creative talent and organisational capability, building a team culture that balances craft, curiosity, experimentation, and business impact.
Led the global design transformation of the world's leading anti-dandruff brand, expanding design's role into innovation strategy, product experience, naming, storytelling, sustainability, and integrated brand expression across global markets.
• Created a global brand ecosystem that modernized Head & Shoulders' identity and visual expression while strengthening consistency, relevance, and consumer connection.
• Delivered 2 consecutive years of growth (+7pts) and regained undisputed global share leadership.
• Successfully launched the brand’s first ever male styling collection expanding the brand’s benefit spaces beyond dandruff removal.
• Drove approximately $1.5MM in external agency spend efficiencies by qualifying a global design system with higher purchase intent in top markets.
• Built foundational design capabilities and organizational structures that enabled long-term creative transformation and were reapplied across other brand organisations.
• Led multidisciplinary teams across North America, Latin America, Europe, IMEA, APAC, and Greater China to scale the brand vision globally.
Led the global design and creative strategy for one of P&G's largest and most iconic billion-dollar brands, defining Tide's future creative vision and orchestrating global brand expression across regions, categories, and consumer touch-points.
• Architected Tide's first unified global design system, aligning purpose, identity, visual equity, packaging architecture, and brand experience across top global markets in close partnership with regional functional and business leaders.
• Created a scalable design model that transformed a fragmented regional approach into a globally consistent, iconic brand expression.
• Strengthened brand equity, value perception, and consumer preference, establishing a new benchmark for design excellence within P&G.
• Influenced senior franchise leadership and multifunctional partners to embed design as a driver of brand strategy and growth.
Led regional design strategy and brand expression for Ariel across Latin America, translating global strategy into locally relevant consumer experiences.
• Delivered a major packaging and identity transformation that improved purchase intent and strengthened brand equity across key markets including Mexico & Brasil.
• Managed strategic partnerships with global design agencies and multifunctional teams to deliver superior creative solutions and elevate the design execution across packaging and Visual communication execution.
• Recognized by Fabric Care’s leadership and the CEO for outstanding creative leadership and contribution to the brand vision and 3 consecutive years of sustained business growth.
I grew in different roles in different Design Agencies like Landor and Forum Studio where i was able to secured regional accounts like PepsiCo’s Gatorade with my design proposals for Gatorade, Propel Fitline Isotonic Drinks.
Redesigned Bachoco’s Brand Identity and packaging design system, a legacy company in the Mexican market and its first redesign since the company was founded in 1952, the design identity remains unchanged ever since.
Design Director for Clients such as: Nestlé, Danone, Unilever, Nabisco and Frito-Lay
Bachelor’s degree in Graphic Design and Visual Communication
Universidad LaSalle, Benjamin Franklin Campus, Mexico City, Mexico
United Nations Momentum for Change Award
Head & Shoulders Beach Plastic Recycled Bottle, recognized for its contribution to tackling global beach plastic waste (Switzerland, 2017).
Pentawards, Silver
Food Category, Biogurt Design (Brussels, 2009).
• Featured in The Package Design Book (Taschen).
• Featured in Box, Bottle, Bag: The World's Best Package
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