Dubai, United Arab Emirates, May 2026 – Beiersdorf has appointed Binayak Bose as Head of Sales for the Middle East, strengthening the company’s commercial leadership as it continues to expand its footprint across key international markets.
In his new role, Binayak Bose will lead the commercial agenda for the Middle East region, bringing extensive experience in sales leadership, business transformation, trade marketing, e-commerce growth, and regional P&L management across global consumer brands.
With a career spanning multiple international markets across Asia Pacific, Southeast Asia, and India, Binayak has built a strong reputation for driving business growth, developing high-performance teams, and leading digital and commercial transformation initiatives.
Prior to joining Beiersdorf, Binayak served as Commercial Director APAC – Havaianas at Alpargatas S.A., where he led the full P&L for the APAC business unit across key markets including Australia, Thailand, Indonesia, Philippines, and China. In this role, he developed strategic playbooks for international distributor markets across LATAM, MEA, and APAC while driving double-digit growth and operational efficiencies across the business.
Earlier, he spent over thirteen years with Reckitt across multiple senior leadership positions. Most recently, he served as Sales Director, Indonesia, leading a 150+ member sales organization and managing both online and offline businesses while driving revenue growth, profitability, digitization, and talent development initiatives across the market.
During his tenure at Reckitt, Binayak also held key regional and global roles including Head of eCommerce B2B – ASEAN, where he led digital transformation initiatives and helped build Reckitt’s eCommerce B2B ecosystem, and Head of Trade Marketing – Thailand, overseeing category investments, distribution expansion, consumer promotions, and e-commerce growth across multiple product categories.
In India, he successfully led large-scale commercial operations as Zonal Sales Manager – North India and Nepal, managing one of Reckitt’s largest sales territories and driving major distribution expansion initiatives. He also held strategic trade marketing roles for the flagship Dettol brand, where he played a key role in category growth, channel management, product launches, and national visibility campaigns.
Binayak began his career with Reckitt as a Management Trainee after completing his postgraduate studies and steadily progressed through multiple commercial and leadership assignments across India and Southeast Asia.
He holds a PGDM (BM) in Sales and Marketing from Xavier Institute of Management Bhubaneswar.
Beiersdorf has been a global pioneer in innovative skincare and dermatological research for more than 140 years. The company’s portfolio includes globally recognized brands such as NIVEA, Eucerin, Hansaplast, La Prairie, and Chantecaille, serving millions of consumers worldwide.
With more than 20,000 employees globally, Beiersdorf continues to focus on innovation, sustainability, and purpose-driven growth under its mission of “Care Beyond Skin.” The company remains committed to delivering high-quality skincare solutions while driving long-term value for consumers, communities, and the environment.
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