The German personal care and cosmetics giant is bolstering its team in the Iberian Peninsula. Beiersdorf, the owner of brands such as Nivea, Eucerin, and Liposan, has appointed Jorge Jiménez as country manager for Spain and Portugal, succeeding Ana María Morales. Jiménez will report directly to Anna Grassano-Rauch, the group’s general manager for Southern Europe.

“It is an honour to take on this new challenge, which I approach with a strong sense of responsibility and enthusiasm. After more than twenty years at Beiersdorf, it is a pleasure to continue growing with the company, now leading Spain and Portugal. My commitment is to drive innovation, nurture talent and deliver sustainable growth that strengthens our position in Spain and Portugal,” said Jiménez.

The executive has more than two decades of experience with the German company, where he has developed his career primarily within the Nivea brand. Over the years, he has held leadership roles in marketing and digital development across emerging markets, with responsibilities spanning Latin America, North Africa and the Middle East, South-East Asia, India, Russia, and Turkey. In recent years, he served as vice-president of marketing for Nivea’s emerging markets.

In his new role heading Beiersdorf in Spain and Portugal, Jiménez will be responsible for driving business growth, accelerating innovation, and strengthening the positioning of the group’s brands in both markets. The appointment forms part of the corporate strategy “Win With Care”, through which the company aims to establish itself as the world’s leading skincare company.

Founded more than 140 years ago and headquartered in Hamburg, Beiersdorf has a portfolio that includes brands such as Nivea, Eucerin, La Prairie, Liposan, Hansaplast, Aquaphor, Coppertone and Chantecaille, as well as its subsidiary Tesa SE. In the first quarter of 2025, the company increased sales by 3.6% to €2.69 billion, driven by growth of 2.5% at Nivea and 11.4% in its dermo-cosmetics division.