Kevin Crociata
Brand Growth & Innovation Vice President
- Role
- Brand Growth & Innovation Leader Vice President at Kimberly-Clark
- Location
- Cincinnati, OH, US
- LinkedIn followers
- 500 followers
About Kevin Crociata
A results-driven executive with 22 years of experience in strategic brand marketing at Procter & Gamble, followed by 9 years as a Senior Vice President in Private Equity. Proven expertise in leading high-performing teams, developing winning product innovation, and delivering profitable sales growth. At P&G, Kevin was selected to lead the company’s largest and most strategically important brand portfolios, including Fabric Care (Tide, Gain), Hair Care (Pantene, Head & Shoulders), and Feminine Care (Always). He earned a reputation as a visionary leader with a strong ability to develop product and commercial innovation that drives sustainable brand portfolio growth. His work in the digital space enabled his teams to build relevant brand content and consistently deliver growth in sales and market share. In 2016, Kevin transitioned to Private Equity, joining the Totes-Isotoner Company as Senior Vice President/General Manager of the U.S. division. Reporting directly to the CEO, he held full P&L responsibility and led a 50-person, multi-functional team. Kevin led two key turnarounds: First, by developing and implementing an \"Omni Channel + Innovation\" strategy that included developing and launching a patented technology into the footwear category. This breakthrough strategy reversed a four-year sales decline and drove consecutive years of sales and EBITDA growth through 2019. Then, in 2020, amidst the challenges of the COVID pandemic, he pivoted the strategy to focus on eCommerce growth and aggressive cost optimization, surpassing sales and EBITDA expectations. Totes-Isotoner was acquired by Randa Apparel & Accessories in June 2024, and Kevin played a pivotal role in the due diligence and acquisition process. He was the only member of the Totes-Isotoner executive team to be retained by Randa and currently serves as Senior Vice President of Marketing and Sales.
Experience
Brand Growth & Innovation Leader Vice President
Jul 2025 — Present · Chicago, IL, US
Spearheading the innovation pipeline for Kimberly-Clark\'s Family Care business unit, enhancing brand masterplans for Kleenex, Cottonelle, Scott, and Viva. • Collaborating cross-functionally to identify market trends and consumer insights to develop strategic initiatives that grow market share for the Family Care portfolio. • Developing comprehensive brand strategies that improve customer engagement and brand loyalty across all categories.
Education
University of Michigan - Stephen M. Ross School of Business
Bachelor's of Business Administration, Business Administration and Management, General
Michigan State University - Eli Broad College of Business
Master of Business Administration (MBA), Business Administration and Management, General
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