Marketing veteran Maimai Madrid-Punzalan named new Haleon Philippines GM

Haleon has named Maimai Madrid-Punzalan (pictured) as its new general manager for the Philippines, marking a significant leadership shift for the consumer healthcare company behind household names such as Centrum, Sensodyne, and Robitussin. She succeeds Jeffrey Go, who has moved into the role of GM for Haleon Taiwan.

Punzalan brings over two decades of experience in marketing, commercial strategy, and retail transformation across multinational FMCG players such as P&G and Johnson & Johnson, as well as the startup ecosystem. She joins as Haleon accelerates its “Win as One” strategy, which aims to reach one billion additional consumers globally by 2030 through science-led innovation and greater accessibility.

Her appointment comes at a time when consumer health demand in the Philippines is rising. A 2024 Euromonitor study found that six in ten Filipinos take multivitamins, reflecting heightened wellbeing priorities and a growing appetite for preventive health. Haleon views this as an opportunity to deepen its footprint in one of the region’s most dynamic markets, supported by favourable economic momentum and the population’s increasing focus on self-care.

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“Haleon's purpose to deliver better everyday health with humanity resonates strongly with me,” said Punzalan. “It's a privilege to lead a company that deeply understands the lives of Filipinos and is dedicated to caring for their overall health and well-being. Together with the Haleon team, our customers, and partners, I am excited to create meaningful impact and bring health into more hands across the Philippines.”

Previously known as GSK Consumer Health, Haleon has built a strong presence in the Filipino market through a portfolio spanning multivitamins, oral care, and over-the-counter remedies. Centrum continues to lead the category as the country’s top multivitamin brand, bolstered by its science-backed formulation and widespread distribution. The recent launch of Centrum Kids has amplified this momentum, carving out a new space in the gummies segment through innovations in taste and formulation.

Sensodyne remains the leading toothpaste for sensitive teeth, while heritage brands including Robitussin, Caltrate, and Stresstabs continue to command trust among Filipino households.

Punzalan’s mandate centres on driving the next phase of growth through innovation, digital expansion, and broader access to health solutions across the country. Her appointment signals a renewed focus on purpose-driven leadership as Haleon seeks to build on its category strengths and deepen its connection with Filipino consumers.

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