Ma. Fatima “Fama” Francisco, the longtime executive who runs Procter & Gamble’s Baby, Feminine & Family Care business, is preparing to retire after a 37-year climb through the company. Her exit is scheduled for Sept. 4, 2026, giving the Cincinnati-based consumer products giant plenty of time to shuffle its leadership bench across some of its most recognizable brands. Inside P&G, the move is being framed as a careful, phased handoff rather than a sudden goodbye.
Company announcement and reporting
The corporate leadership roster on Procter & Gamble lists Francisco as “Retiring effective September 4, 2026” and notes that the Baby, Feminine & Family Care sector generates more than $20 billion in net sales. That page provides both the formal retirement date and a snapshot of the business she oversees. As reported by the Cincinnati Business Courier, P&G has already tapped an internal successor and reshuffled senior roles to keep day-to-day operations covered.
Who is taking the helm
Company announcements and internal messages indicate that Hesham Tohamy Abd El Hak will move into the sector leadership role, while Ranya Shamoon and Eric Breissinger are set to take primary responsibility for Feminine Care and Family Care, respectively. In a post on LinkedIn, Francisco called the transition “an exciting new chapter for our Baby and Feminine Care businesses” and applauded the incoming leaders for their performance records. The shuffle keeps the succession firmly in-house, signaling a preference for continuity and category expertise over outside hires.
What it means for Cincinnati and the business
Baby, Feminine & Family Care is one of P&G’s biggest revenue engines, and any change at the top carries weight in Cincinnati, where the company’s headquarters and many category teams sit. Recent earnings materials show the broader business is still contributing to company growth even as product mix and market conditions evolve. In its April update, Procter & Gamble reported a 3% organic sales gain in the January–March quarter, one reason investors and retail partners are expected to watch the sector transition closely.
Francisco’s record and next steps
Francisco joined P&G in April 1989 as a sales manager in the Philippines and moved through marketing and regional posts before taking charge of global Baby, Feminine & Family Care. Colleagues credit her with helping restore share in North America Baby Care and with expanding high-profile campaigns such as Always’ #LikeAGirl. Her executive biography and outside board nominations reflect a long, visible run in consumer goods. A notice on GlobeNewswire lists elements of her résumé and recent outside director nominations.
In her retirement note, Francisco wrote that she will spend “over the coming months” helping to “enable, support and champion this next chapter of leadership” as the new structure takes hold. The deliberate, staged handoff is designed to give the incoming team time to settle in while P&G works to maintain stability across some of its most personal and frequently purchased product lines.
