Essity Appoints Regional Commercial VP to Strengthen Professional Hygiene Strategy in Latin America

Essity has reinforced its professional hygiene strategy in Latin America with the appointment of José Guirao as Commercial Vice President of Professional Hygiene for the region. In this role, he oversees the commercial operations of Tork, which has a presence in more than 110 countries.

Since assuming the position, Guirao has initiated a regional engagement process aimed at strengthening collaboration with local teams and shaping a market-specific strategic roadmap. As part of this effort, he has visited Mexico, Colombia, Chile, Brazil, Argentina, and Ecuador to assess commercial and operational dynamics across key markets.

According to the company, these interactions highlighted strong expertise among regional teams in understanding customer needs, alongside a shared perspective on the role of professional hygiene as a driver of business performance rather than solely a consumable input.

Essity sees significant growth potential in Latin America, particularly as businesses transition from basic hygiene solutions to more specialized and performance-oriented offerings. The company notes that this shift is creating opportunities to further professionalize hygiene practices across industries.

Looking ahead, Essity’s regional strategy will prioritize profitable growth, execution excellence, and the advancement of applied innovation through Tork solutions. The company aims to build a more structured value proposition aligned with evolving market requirements.

With the new leadership structure in place, Essity intends to strengthen its position in the professional hygiene segment in Latin America while supporting businesses in enhancing operational standards through advanced hygiene solutions.