Johnson & Johnson Family of Consumer Cos. has named Chester Twigg to the position of chief customer officer. Twigg joins J&J after more than 20 years at Procter & Gamble where, as a vice president, he led sales for the baby, feminine and family care products in addition to heading up the A.S. Watson customer account. A.S. Watson Group is the largest international health and beauty retailer in Asia and Europe.

In this role, Twigg will be a member of the Consumer Group Operating Committee. He will report to Jorge Mesquita, worldwide chairman of Johnson & Johnson Family of Consumer Cos.

Twigg will play a major role in the execution of J&J’s global consumer strategy including developing a new way of selling to maximize growth and value creation within the sales organization. Chief among his responsibilities will be establishing more effective management of the company’s global customers across regions; identifying best-in-class channel strategies and route-to-market capabilities; turbo-charging e-commerce and alternative channel growth, and creating an emerging market community of excellence to strengthen J&J’s go-to-market competitiveness. He’ll work across several product categories including beauty, baby, oral care, over-the-counter, wound care and others in the company portfolio.