Joanne Crewes

Joanne Crews.png

Joanne graduated from the University of Technology, Sydney with a Business Degree. During her studies she majored in Business, Law and Advertising. Joanne has spent her entire 25 year career in Procter and Gamble in the Beauty category. She has successfully led multiple beauty brands in several markets – Hair and skincare in Australia with Pert Plus and Olay, SKII and Max Factor in Japan, and Olay in Asia where she was promoted to Marketing Director.

In 2000, Joanne was promoted to General Manager Hair Care, for South East Asia based in Thailand. In 2001 she moved to Singapore and added Personal Beauty Care to her portfolio. In 2003, Joanne was promoted to Vice President Beauty Care South East Asia, doubling the business during her five year tenure.

Joanne’s strong business track record continued when in 2006, she restructured the P&G ASEAN business (Australia, South East Asia, New Zealand), turning around the business to deliver sustained double digit growth. Concurrently, Joanne led the Asia Export business to record growth.

In 2008, Joanne returned to lead the Global SKII business, together with Female Beauty Australasia, ASEAN, India, Japan and Korea. During this period SKII consistently grew double digits to become 10 times its size at acquisition in 1991. Joanne also showed her commitment to social responsibility, kicking off SKII’s “Live Clear” program – a program that has donated clear, safe drinking water to thousands of women and their families across Asia.

In June 2011, Joanne was appointed President, P&G Global Prestige. The Prestige division includes the fine fragrance brands Hugo, Boss, Gucci, Dolce & Gabbanna, Gucci and the prestige Skin brand SKII. The division has revenues of over three billion dollars and is one of the most successful and fast growing elements of P&G Beauty. Also in 2011, Joanne was voted as one of Australia’s Top 50 Women by Advance.

Joanne is a seasoned Beauty expert with a true passion for Prestige – mastering and envisioning her organisation in the core skills for the Prestige category, such as iconic brand building, game changing innovation, bundled with a deep knowledge of global consumer trends that give P&G Prestige the right to win in the Prestige Beauty segment.

Her key achievements over the past 12 months include:

  • Growing the Prestige portfolio high single digits in a challenging environment, with all pillars strongly growing and delivering outstanding bottom-line growth at the same time
  • On the strength of its ongoing innovation and brand-building plans, SK-II crossed the billion-dollar-brand annual sales threshold in 2012, taking the number of Billion-Dollar Brands at P&G to 25. This year is the fifth consecutive year of double-digit growth for SK-II and firmly places SK-II as one of THE leading Prestige skincare brands in Asia, the world’s biggest Prestige skin market. SK-II is also P&G Prestige’s largest brand.
  • Successfully expanding our portfolio into new categories, such as cosmetics and skin care. On the Dolce & Gabbana brand, the Cosmetics business has tripled since its launch in 2009 and continues to grow high double digits
  • Signed new licenses to manufacture, distribute and market fine fragrance / beauty products with James Bond, Alexander McQueen and Stella McCartney
  • Successfully nurtured organic growth through our base business and through launching fewer, more successful initiatives onto a crowded market place – our sales were up 26% with only 12% of the initiatives. Hugo Boss remains one of the largest fine fragrance franchises in the world and has continued to grow over 21 years of existence, the DG beauty license has grown more than 3.5 fold since its acquisition and the Gucci license has more than doubled.

Joanne has been involved in various community and local business organisations and it a member of the Advance Board of Directors. Joanne has continued to show her commitment for social responsibility, serving on the advisory board for Chime for Change, a movement born to support women’s rights in Justice, Health and Education. Founded by P&G Prestige partner Gucci, Chime for Change is the global campaign for girls’ and women’s empowerment. Donations are allocated to many different non-profit partners through Catapult, the first crowd funding platform dedicated to advancing the lives of girls and women. Chime for Change selected Catapult as a strategic partner to ensure transparency, accountability and measurable impact, by allowing the Chime for Change community to choose exactly where their donations go and to track the results of their contributions. Over the course of the next year, Chime for Change will continue to convene, unite and strengthen the voices speaking out for girls and women around the world through special events, new partnerships and the ongoing creation and dissemination of unique journalistic and film content, especially through its digital and social media platforms.

Chime for Change comes at a historic and pivotal moment for girls and women globally, as the world’s attention is drawn to international stories ranging from the fight for girls’ education in Pakistan to headlines of violence against women in all corners of the world. The campaign brings together a coalition of organisations and individuals to effect meaningful change for girls and women worldwide. In addition to P&G, the campaign’s strategic partners include Catapault, the Kering Foundation, the Bill & Melinda Gates Foundation, Facebook and Hearst Magazines. Joanne Chimes for education.

A sports enthusiast, Joanne plays tennis and netball competitively, and coached young netballers in Singapore. Her hobbies include wine tasting, movies, and travel. She has been personally involved in fundraising for Cambodian and other Asian orphanages over the past seven years.

Check out Joanne on the panel "The Return to Aus: Following the Yellow Brick Road Home" at the 2015 Advance Global Australian Summit.