BOSTON—Cone, a pioneer in the field of cause branding, has named Procter & Gamble veteran Craig Bida to play a dual role as head of its cause branding and nonprofit marketing disciplines. Bida will join Cone as executive vice president, bringing more than 20 years of experience in the private, public and nonprofit sectors, including an 11-year tenure at P&G where he managed some of the world’s leading brands.
Bida will be responsible for setting the vision for the future of the two disciplines, as well as acting as a strategic advisor for key clients.
Most recently, he spent 11 years at Procter & Gamble, where he led marketing and business strategy for brands including Duracell, Braun and PUR. On Duracell, Bida led multiple cause-related initiatives, such as the Duracell Power-A-Smile program, a partnership with Mattel and the Mattel Children’s Hospital, and Duracell Power Relief, a program that provides critical power to families affected by natural disasters.
While at P&G, Bida also led product innovation and development, identifying new business models and strategies and launching new products and line extensions across multiple product categories. He led in-store marketing strategy across a range of retailers and the entire portfolio of Procter & Gamble brands, including Tide, Downy, Crest, Pantene, Iams and Pampers.
Prior to Procter & Gamble, Bida spent more than five years in the public sector with the New York City Department of Housing Preservation & Development, where he partnered with nonprofits, private developers and government agencies to revitalize neighborhoods through housing and economic redevelopment initiatives. He also has more than 25 years experience volunteering for nonprofits, including serving as the vice chair of the board of trustees and chair of the Development Committee of the Literacy Network of Greater Cincinnati.