Small-town Canadian a big-time player in the US

John Smale was the longtime executive who ran Procter & Gamble as CEO from 1981 to 1990 and later served as chairman of General Motors until 1995. His career matters to investors because he led major corporate turnarounds, drove international expansion and landmark acquisitions at P&G, and brought consumer-focused management techniques to GM that helped return the carmaker to profitability.

At P&G Smale pushed aggressive international expansion into Eastern Europe and Asia, oversaw major acquisitions (notably the 1985 $1.2 billion purchase of Richardson-Vicks), and strengthened core brands. Under his nine-year tenure as CEO P&G’s revenue doubled to more than US$24 billion and profits doubled to US$1.6 billion.

The Richardson-Vicks deal (1985, about US$1.2 billion) was the largest acquisition in P&G’s history at the time. It added well-known consumer brands such as Vicks cold medicine, Olay skin care and Pantene shampoo, broadening P&G’s product portfolio and supporting future revenue and profit growth—details investors watch when assessing consumer staples strength.

Smale joined GM’s board in 1982 and became chairman in the early 1990s after a leadership change. He applied management techniques from P&G to streamline GM’s fragmented structure, pushed for stronger brand marketing and helped rescue the company from the brink of bankruptcy, returning it to profitability—actions that directly affect shareholder value and corporate stability.

Yes. The article notes that Smale led a failed push into soft drinks and orange juice. While there were setbacks, his overall track record included significant growth in revenue and profit, and important strategic acquisitions.

Smale started at P&G in 1952 in the toilet goods division and managed the new Crest toothpaste brand. One notable achievement was persuading the American Dental Association to endorse Crest—a pioneering agreement that helped establish the brand’s credibility and market position.

Beyond P&G and GM, Smale served on the boards of other major companies including JPMorgan and Eastman Kodak, roles that reflected his broad influence in corporate America and are relevant for investors monitoring governance and board experience.

John Smale died at age 84 of pulmonary fibrosis at his home in Cincinnati. He was born in Listowel, Ontario, grew up in Elmhurst, Illinois, graduated from Miami University in 1949, and is survived by four children and five grandchildren. His long career and personal story are often cited when discussing leadership lessons in consumer and industrial companies.