Bayer reshuffles consumer health leadership

WHIPPANY, N.J. — Bayer has named new leaders across its consumer health business as the company seeks to accelerate growth, sharpen commercial execution and expand its use of data and artificial intelligence.

The leadership changes affect key functions supporting Bayer's portfolio of over-the-counter brands, including Aleve, Alka-Seltzer and Claritin.

Analia de la Fuente has been appointed global chief data officer and will lead the company's worldwide insights and analytics organization. Bayer said the role will focus on strengthening data-enabled capabilities to support decision-making and business performance. De la Fuente previously held leadership positions in consumer insights and market strategy at Mondelez International and Unilever.

The company also named Samantha Avivi as chief marketing officer, responsible for brand building, consumer engagement and marketing strategy across the consumer health portfolio.

Meanwhile, David Tomasi has been appointed global chief commercial officer, overseeing commercial operations and business performance across Bayer's markets worldwide. Tomasi most recently served as the company's U.S. president. He is succeeded by Trevor Thrun, who joins Bayer's U.S. country leadership team.

The appointments place Avivi, de la Fuente and Tomasi on Bayer's consumer health leadership team as the company looks to streamline decision-making and improve execution across markets.

“I'm convinced these leaders will help accelerate growth, strengthen customer and consumer focus, and unlock the full potential of data and artificial intelligence to build trusted brands, ultimately advancing our Road to Billions strategy,” said Julio Triana, president of consumer health.

The moves underscore the growing importance of data analytics, AI and integrated commercial strategies as consumer health companies seek to better understand shoppers, optimize marketing investments and drive growth in increasingly competitive retail channels.