Essity, the global hygiene and health company behind major household brands including Cushelle and Plenty, has lured Kimberly-Clark “veteran” Adam Knox as regional marketing director for consumer tissue.
Knox brings more than 15 years of experience in the tissue and personal care categories, having held several senior marketing positions at Kimberly-Clark, including marketing director for consumer products across West and Central Europe, where he led a branded personal hygiene portfolio spanning 17 markets.
Most recently, he served as enterprise markets sector marketing lead for childcare and point of market entry at the company.
In his new role, Knox will lead Essity’s regional consumer tissue marketing strategy across UK&I Northern Europe, the Middle East and New Zealand (NEUMA), covering well-established household brands including Cushelle, Velvet and Plenty.
His initial focus will be on identifying growth opportunities across the portfolio and establishing clear brand and commercial priorities.
This will include reviewing how brand investment, innovation, format strategy and ranging can support growth, alongside strengthening commercial partnerships and activation with retailers.
Essity’s data-driven marketing strategy integrates customer insights, artificial intelligence, and centralised data management to personalise engagement, optimise direct-to-consumer sales, and improve B2B services.
The company operates a real-time customer analytics platform, having pooled its regional customer data and CRM systems through Dunn & Bradstreet into a unified global framework to eliminate duplicate records, improve data hygiene, and anchor executive decision-making.
Knox said: “Consumer tissue is a highly competitive category, and even established household brands need to continually demonstrate their value to shoppers. Having spent 15 years working across major tissue and personal care markets, I’ve seen how important it is to make clear choices about where to invest and ensure brand strategy is supported by strong commercial execution.
“Cushelle and Plenty are brands with genuine consumer loyalty, and there’s a real opportunity to build on that strength. I’m looking forward to working with the team to make the most of those opportunities, strengthen our relationships with retail partners and support sustainable, profitable growth.”
Related stories
Tena ‘Rethink Bladder Leaks’: A true show of strength
Tena and Bodyform owner Essity hires marketing chief
Tena Men bolsters ‘leaky defences’ with rugby tie-up
FMCG rivals join forces to fight soaring hygiene poverty
Be the first to comment on "Essity poaches K-C chief for top consumer tissue role"