Maximiliano Frenza has been appointed as the new General Director of L’Oréal in the Adria-Balkan region. In this position, he succeeds Vanya Panayotova, who led the company since 2020.
Frenza has extensive experience in managing teams and brands within the L’Oréal Group worldwide, where he started his career in 1999. Since then, he has had an impressive professional journey, holding key positions within the company. In the Adria-Balkan region, he will be responsible for managing operations across a total of nine markets with over 500 employees.
– I am very pleased to join the excellent L’Oréal team in a region I know well and have followed its significant development over the years. I am confident that together we will achieve even greater successes, primarily relying on the talent of our people, the strength of our brands, and the innovations that enable the creation of beauty that drives the world – stated Frenza upon his appointment.
Frenza is particularly well acquainted with the markets in the Adria-Balkan region due to his role as Director of the Central and Eastern Europe Zone for the Consumer Products Division, where he spent five years. His extensive experience, entrepreneurial approach, and leadership will be key factors in further building L’Oréal’s success in this region.
Frenza began his career at the L’Oréal Group in Venezuela in 1999, after which he moved to the L’Oréal Paris team in Spain, and then led the Latin America zone. He also served as the marketing director for the Garnier brand in Mexico, was appointed General Director of L’Oréal for the Caribbean in 2010, and in 2014 became the General Director of the Consumer Products Division in Mexico. Since 2018, he has been the General Director of the same division in the Central and Eastern Europe zone, and in 2023 he transitioned to the position of Global Director of NEO Hypercare, L’Oréal’s business system transformation project.
