Ontex strengthens North American Leadership with new Commercial VP

Ontex Group NV, a Belgian multinational specialized in personal care solutions, has announced the appointment of Sergio Cruz as the new Vice President of Commercial for North America. The move strengthens the company’s strategy in the U.S. market, where demand for private label hygiene products continues to rise.

With over three decades of experience in the consumer goods sector, including 18 years leading global brands at Kimberly-Clark, Cruz now heads Ontex’s sales, marketing, analytics, and brand strategy in North America. He is based at the company’s U.S. headquarters.

Since stepping into the role, Cruz has focused on enhancing relationships with major retailers, optimizing commercial operations, and building high-performance teams to drive sustainable growth.

“As private label brands continue reshaping the market, Sergio’s strategic foresight and global market expertise are more valuable than ever”, said Paul Wood, President of Ontex North America. “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”.

The appointment aligns with Ontex’s commitment to expanding its footprint in the private label sector, providing trusted and consumer-preferred products across baby diapers, adult incontinence, and feminine hygiene categories.