His predecessor, Roisin Donnelly, retired from P&G in June after 31 years. Compared with Donnelly, Feitoza is a relative newcomer and described as a "rising star".
In addition to his new job, which covers six countries and 72 brands, Feitoza will become commercial operations leader for haircare across the region – a category that industry experts say provides huge profit margins and the potential for innovation.
A relatively unknown entity among European markets – with agency executives still checking him out through LinkedIn – Feitoza is ob-viously attracting a lot of attention. Those who have met him describe him as an "easy-on-the-eye Brazilian, in his early forties, very street-smart and unlikely to be seduced by any nonsense".
Will he take on the public-facing duties à la Donnelly? She was a P&G evangelist and took it upon herself to inspire, educate and inform on not just everything P&G but also on leadership and diversity. One marketer says: "Compared to her predecessors, Donnelly did not lead a very quiet operation when P&G started opening itself up to the world. She was a force of nature."
Feitoza, however, is understood to have a "different brief than Donnelly’s. He is not expected to do the external profile," one agency executive says.
Another adds that Feitoza is more than capable of such duties, but says: "His job is to build on the progress that Donnelly has already made in a very tough retail category across Europe that is being challenged by discounters such as Lidl, who are pushing hard their private-label products."
Not many are expecting business as usual. As one insider says: "We see Feitoza as someone with an outside-in vantage point." Having worked across multiple markets – some ravaged by market fluctuations – Feitoza will bring valuable experience to an un-certain northern European environment, not least Brexit UK.