Executive Moves

P&G’s long-time sustainability chief retires

Virginie Helias, a 38-year veteran of the consumer products giant, will be replaced by Michele Baeten, a long-time Procter & Gamble marketing and brand management specialist. Read More

By Heather Clancy June 11, 2026

Virginie Helias has led Procter & Gamble's sustainability strategy since 2011. Source: P&G

Key Takeaways:

Virginie Helias was named P&G’s first chief sustainability officer in 2016, although she has led strategy since 2011.
P&G has continued its tradition of naming a marketer to lead sustainability.
Helias’ successor, Michele Baeten, began her P&G career as a brand manager 20 years ago.

Procter & Gamble’s longtime sustainability chief Virginie Helias is stepping down, effective June 30. Her replacement will be Michele Baeten, another veteran of P&G marketing and brand management, who is currently vice president of integrated sustainable growth.

Helias has spearheaded the consumer products giant’s sustainability strategy since 2011 and was named chief sustainability officer in 2016, reporting to P&G’s chief executive officer. She joined P&G in 1988 as a brand manager in Paris.

“Some of my friends have chosen to retire in search of freedom, fulfillment and fun,” said Helias in a LinkedIn post about her retirement. “Those aren’t my reasons. I’ve already experienced all three throughout this journey, especially during the last 15 years leading sustainability for the company. The horizon just got a little wider.”

Helias isn’t leaving for another job, at least not yet, vowing to spend time with friends and family for the foreseeable future.

Over the past 10 years, Helias has pushed to integrate sustainability considerations into every employee’s job — using her marketing skills to keep it front and center through multiple communications channels.

“We don’t hire for sustainability, we hire for the best finance people, the best marketers, the best legal people. We want to integrate [sustainability] as opposed to having it be a theoretical topic,” she said in our recent Climate Pioneers interview.

Helias’ replacement, Baeten, worked for Estee Lauder Cosmetics and Nestlé before joining P&G in 2006 as a brand manager for hair care.

Based in Geneva, Baeten moved onto the corporate sustainability team in 2020. She has been vice president of integrated sustainable growth since August 2025, underscoring P&G’s focus on embedding sustainability into business decisions.

“I’ve worked closely with Michele for the past six years and have seen firsthand her ability to turn complex sustainability challenges into strong business strategy, build powerful collaboration and lead with clarity,” Helias said.