Laviz replaces Lucas Watson as global marketing director for digital business strategy, ecommerce and branded entertainment.
She will report to global brand chief Marc Pritchard and Alex Tosolini, vice president of the global e-business.
Watson will take on a marketing director role within P&G’s personal health-care business in Latin America.
Earlier this year the FMCG Company consolidated its digital marketing and e-commerce activities into the new “e-business” unit.
P&G has also launched Facebook commerce sites for 29 of its brands in the US.
Laviz is credited with masterminding the Always “Have a Happy Period” campaign.