What Does Tides Do?

Total employees346
HeadquartersCincinnati
Founded1976

Tide is an American brand of laundry detergent manufactured and marketed by Procter & Gamble (P&G). Introduced in 1946, it is one of the highest-selling detergent brands in the world. Tide offers a wide range of products including liquids, powders, and unit dose pacs (Tide PODS), catering to various laundry needs such as stain removal, whitening, odor removal, and fabric care. The brand is renowned for its continuous innovation in laundry technology, strong marketing presence, and commitment to providing superior cleaning performance.

Where Is Tides's Headquarters?

Tides officeTides officeTides officeTides office
*Images sourced via web search. Rights belong to original owners

HQ Function

Serves as the global corporate headquarters for Procter & Gamble, overseeing all brand operations including Tide, global strategy, research and development leadership, and administrative functions. It's the central hub for decision-making.

Notable Features:

The P&G Towers, a distinctive twin-tower complex, are a landmark in downtown Cincinnati. The campus includes extensive office space and is close to major P&G innovation centers. The architecture aims to be both functional and representative of a global leader.

Work Culture:

Procter & Gamble is known for its strong 'promote from within' culture, a deep emphasis on consumer understanding, brand management excellence, and data-driven decision-making. The Cincinnati HQ fosters a collaborative and innovative environment focused on global market leadership.

HQ Significance:

The Cincinnati headquarters is historically significant as the founding location and enduring nerve center of one of the world's largest consumer goods companies. Its presence is a major economic and community pillar for the Cincinnati region.

Values Reflected in HQ: The headquarters reflects P&G's core values of leadership, integrity, ownership, passion for winning, and trust. Its significant, enduring presence in Cincinnati underscores its commitment to its heritage and community, while the global operations managed from there signify its worldwide reach and ambition.

Location:

Tide, as a flagship Procter & Gamble brand, benefits from P&G's vast global infrastructure. This includes a worldwide network of manufacturing plants, advanced supply chain systems, regional research and development centers (like those in Brussels and Singapore), and sales and marketing operations in over 180 countries. P&G supports Tide globally by tailoring formulations to local water types and washing machine technologies, customizing marketing campaigns to resonate with diverse cultural insights, and ensuring broad product availability through extensive global distribution channels. Key functions supported globally for Tide include product innovation, manufacturing excellence, quality assurance, brand marketing, sales operations, and consumer support.

Street Address:

1 Procter & Gamble Plaza

City:

Cincinnati

State/Province:

Ohio

Country:

USA

Where Else Does Tides Operate Around the World?

Brussels, Belgium

Address: Temselaan 100, 1853 Strombeek-Bever, Belgium (Brussels Innovation Center)

Serves as a primary innovation center for P&G in Europe, Middle East, and Africa (EMEA), adapting global technologies like those used in Tide for regional consumer needs and spearheading new product introductions.

Singapore, Singapore

Address: 11 North Buona Vista Drive, #15-01, The Metropolis Tower 2, Singapore 138589

Manages P&G's business strategy and expansion in the dynamic Asia Pacific region, tailoring products like Tide and marketing approaches to local consumer preferences and market conditions.

Panama City, Panama

Address: Business Park, Torre V, Costa del Este, Panama City, Panama (General area for P&G LA HQ)

Coordinates P&G's activities across Latin America, adapting global brand strategies, including those for Tide, to meet the specific needs and consumer behaviors of varied Latin American markets.

Buying Intent Signals for Tides

Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.

Notable news
Hiring actively
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
*Example signal, not calculated in real time

Who's Leading Tides? Meet the Executive Team

As of April 2025, Tides' leadership includes:

Jon R. Moeller - Chairman of the Board, President and Chief Executive Officer
Shailesh Jejurikar - Chief Operating Officer
Andre Schulten - Chief Financial Officer
Sundar Raman - CEO, Fabric & Home Care and P&G Professional
Gary Coombe - CEO, Grooming
R. Alexandra Keith (Alex Keith) - CEO, Beauty and P&G Corporate Sponsoring Executive, Corporate Functions

Who's Investing in Tides?

Tides has been backed by several prominent investors over the years, including:

The Vanguard Group, Inc.
BlackRock, Inc.
State Street Corporation
Geode Capital Management, LLC
Bank of America Corporation

What Leadership Changes Has Tides Seen Recently?

Hire1
Exits1

Procter & Gamble has experienced some key executive transitions and appointments over the past 12-18 months, reflecting strategic leadership planning, board refreshment, and standard succession processes within its large global team.

Departures

Ma. Fatima D. Francisco (Fama Francisco), Fama Francisco announced her upcoming retirement effective June 2024. She has been recognized for leading substantial growth and innovation within her business units during her tenure at P&G.

New Appointments:

Susan Street Whaley, Susan Street Whaley joined Procter & Gamble as the new Chief Legal Officer and Secretary, succeeding the previous General Counsel. Her appointment strengthens the company's legal leadership.

What Technology (Tech Stack) Is Used byTides?

Discover the tools Tides uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.

Tides Email Formats and Examples

Procter & Gamble (P&G) primarily uses the email domain @pg.com. Common email formats for employees include the last name followed by the first initial, or first name separated from the last name by a period.

lastname.firstinitial@pg.com (e.g., smith.j@pg.com), first.last@pg.com (e.g., john.smith@pg.com)

Format

smith.j@pg.com

Example

85%

Success rate

What's the Latest News About Tides?

Ad AgeFebruary 29, 2024

Tide Taps ‘Cold Stone’ Steve Austin for Latest Cold Water Wash Push

Tide collaborated with wrestling icon 'Cold Stone' Steve Austin for its 'Turn to Cold' campaign, aiming to convince more consumers to wash laundry in cold water to save energy and money, leveraging his 'cold' persona effectively....more

P&G NewsJanuary 8, 2024

P&G Unveils Laundry’s Next Frontier: Tide evo, The First Detergent Tile

Procter & Gamble announced Tide evo, a groundbreaking new laundry detergent form featuring a fiber tile. This innovative product, launched initially in Colorado, aims to transform the laundry experience with its unique composition, sustainability benefits, and convenience....more

P&G NewsAugust 15, 2023

Tide and Hanes Partner to Showcase the Power of Cold Water Washing and Help Extend Clothing Life

Tide partnered with Hanes to educate consumers on the benefits of cold water washing. The collaboration emphasized that Tide detergents are designed for effective cleaning in cold water, which helps save energy and can extend the lifespan of clothing....more

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