Ontex strengthens North American leadership with appointment of Sergio Cruz as Vice President Commercial
Sergio Cruz’s leadership aligns with Ontex’s mission to deliver private label products trusted by retailers and favoured by parents.
USA – Ontex Group has appointed Sergio Cruz as Vice President Commercial, North America, strengthening its North American leadership.
In his new role based at Ontex’s North American headquarters in Atlanta, Cruz oversees sales, marketing, analytics, and brand strategy.
His key focus will be accelerating the development of private label personal care products amid rising demand across the U.S. market.
Ontex North America President Paul Wood stated, “As private label brands continue reshaping the market, Sergio’s strategic foresight and global market expertise are more valuable than ever.”
“His leadership will help us meet the growing demand for innovative, high-quality personal care solutions and deliver even greater value to our customers and retail partners.”
This move leverages Cruz’s extensive experience in consumer packaged goods (CPG), particularly his 18 years leading international brands at Kimberly-Clark, to drive growth within Ontex’s North American operations.
Cruz has prioritized strengthening relationships with major retailers, streamlining commercial operations, and building high-performance teams to enable sustained business growth, since he joined Ontex.
According to the company, Sergio Cruz’s leadership aligns with Ontex’s mission to deliver private label products trusted by retailers and favoured by parents, further solidifying the company’s position as a market leader.
Meanwhile, Ontex recently launched a groundbreaking bio-based superabsorbent polymer (bioSAP) technology for its diapers, marking a significant advancement in the company’s sustainability journey.
This innovation replaces the conventional virgin fossil-based plastic SAP, an essential absorbent material known for its high carbon footprint, with a bio-based alternative that reduces the carbon emissions associated with diaper production by 15% to 25%, without compromising on performance or comfort.
The bioSAP technology is currently being integrated into select products within Ontex’s Moltex Pure and Nature brands.
This breakthrough aligns with the company’s broader commitment to sharply reduce its Scope 3 greenhouse gas emissions, primarily driven by raw materials, by 25% by 2030, an objective validated by the Science-Based Targets initiative.
The company plans a gradual rollout of bioSAP across its product lines, working closely with retail partners to scale sustainable manufacturing without compromising quality.
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