Brad Lang


Brad has extensive general management, innovation, marketing, finance, and external partnership experience in a variety of Global, North America region, and Europe region roles across his 25-year career with Procter & Gamble. He has led businesses, brands, and innovation programs across the company with deep experience in household and personal care categories, most recently serving as Vice President/General Manager for the company-wide $3B+ New Business Creation portfolio.

His business leadership and innovation track record includes successes in a range of markets (developed, developing, multiple regions), business models (consumables, durables, services, joint ventures, digital launch models), and situations (core business, new categories, new consumer habits, new market expansions, complex brand-product-market-innovation portfolios). He is a hands-on “builder” of businesses, brands, teams, and people.  He architects end-to-end from idea to market, creating a strong track record of reinvention, discontinuous growth, and long-term assets with real staying power.

Consulting Expertise

Brad is a proven strategic advisor who can help you identify, justify, prioritize, and commercialize emerging business growth opportunities across a wide-range of strategy, innovation, and brand building activities:


  • Growth Strategies and Portfolio Choices: Identify and reframe categories, emerging segments, drivers, and insights.  Turn insights into concrete penetration and growth opportunities.  Develop compelling business cases to drive action.  Re-set strategies and priorities across categories, brands, and product platforms.
  • Innovation Platforms: Co-create discontinuous platforms, premium initiatives, and commercialization plans with consumers and retailers.  Assess make versus buy options and identify partners. Accelerate innovation from idea to market by optimizing the stage gate process, driving choices, and enabling in-market experimentation.
  • Brand Building and Go-To-Market Plans: Stretch brands and re-set brand building frameworks, architectures, iconic assets, and playbooks.  Optimize brand plans for the omni-channel path to loyalty.  Adapt the assortment for trade-in, trade-up, trade-across, and channel/customer differentiation.  Ensure propositions are “fit to win” in the marketplace.
  • Strategy, Innovation, and Brand Building Capability: Assess capabilities and organization design. Re-wire and simplify the strategic planning, innovation stage gate, and integrated brand planning processes. Create innovation challenges to engage the full organization in generating new growth opportunities.


Present Strategy, Innovation & Brand Building Strategic Advisor, Cincinnati Consulting Consortium
2013-2016 Vice President/General Manager, Global New Business Creation and Innovation, Procter & Gamble (Cincinnati)
2010-2013 Vice President/General Manager, Global Household Care New Business Creation and Marketing, Procter & Gamble (Cincinnati)
2006-2010 Marketing Director/General Manager, Europe and Global Fabric Additives, Procter & Gamble (Switzerland)
2000-2006 Marketing Director/General Manager, North America and Global Surface Care, Procter & Gamble (Cincinnati)
1996-2000 Brand Manager, North America Dish Care, Procter & Gamble (Cincinnati)
1991-1996 Finance Manager, various positions across North America base business and new business, Procter & Gamble (Cincinnati)


  • MBA – concentrations in Marketing and Finance, The Ohio State University Fisher School of Business (Columbus, Ohio)
  • BBA – Finance and Accounting, University of Miami (Miami, Florida)
  • Previously Certified in Public Accounting (CPA) and Management Accounting (CMA)