GP PRO Shuffles Leadership in Key Towel & Napkin Segment

Event summary

  • Ashley Butler has been appointed VP and General Manager of GP PRO’s Towel & Napkin business.
  • Butler previously led GP PRO’s Tissue, Skin Care, and Wiper businesses.
  • She began her 14-year career at GP PRO through the company’s ‘Jumpstarter’ development program.
  • Butler has received recognition as an ISSA Emerging Leader (2024) and ISSA Hygieia Network Rising Star (2025).

The big picture

This leadership change within GP PRO’s Towel & Napkin division, a business likely generating hundreds of millions in annual revenue, highlights the ongoing focus on operational efficiency and customer-centricity within Georgia-Pacific. Butler’s prior success in Tissue, Skin Care, and Wiper suggests a mandate to drive similar growth and innovation in the Towel & Napkin segment, potentially signaling a strategic realignment within the broader GP PRO portfolio.

What we're watching

Customer Focus
Butler’s emphasis on customer-driven innovation suggests GP PRO may shift its product development and marketing strategies to more closely align with end-user needs, potentially impacting pricing and product mix.
Internal Mobility
The company’s practice of promoting from within, particularly through programs like ‘Jumpstarter,’ indicates a focus on talent development and may signal a broader succession planning strategy across GP PRO.
Competitive Landscape
The Towel & Napkin segment is highly competitive; Butler’s success will depend on her ability to differentiate GP PRO’s offerings and maintain market share against established players.

Related topics

Leadership Change