Procter & Gamble Co. is getting a new top digital executive as Lucas Watson, who has served in that role since 2008, moves to an overseas assignment with the company. He'll be replaced by Ilonka Laviz, associate marketing director on the Always feminine-care brand.
Mr. Watson referred calls to P&G spokeswoman Tonia Elrod, who confirmed the move and said Mr. Watson would be shifting to a role in P&G's personal health-care business in Latin America. Ms. Laviz will transition this quarter into the role of marketing director-digital brand-building strategy and global e-commerce in the global brand-building organization. Mr. Watson, based in Panama, will be marketing director in P&G's personal health-care global business unit.
P&G has substantially stepped up its digital and social-media marketing efforts under Mr. Watson, who reported jointly to Global Brand-Building Officer Marc Pritchard and Alex Tosolini, VP-global e-business. P&G earlier this year consolidated its digital marketing and e-commerce efforts into a single "e-business" unit.