Fadia Perez Cruz
Vice President of Lean Growth, Cincinnati


Fadia comes to us with a knack for consumer empathy and 17 years of experience to back it up. She’s held leadership positions throughout her previous career at P&G in both consumer insights and brand management. Early in her career, Fadia’s contributions completely revamped the way R&D teams used human-centered insights to create substantially more exciting innovation. Her obsession for going beyond the insight and connecting learnings with business plans made her a critical contributor to Downy becoming the fastest growing brand at P&G. Just before coming to TGG, she assisted in launching VF Corporation’s innovation ecosystem, helping them to establish methods for research and commercialization, as well as cultural changes necessary to capitalize on white spaces. Fadia’s relentless pursuit of the “why” behind decisions ensures that clients teams are aligned on the end goal. She encourages teams to truly push for growth, rather than manage for risk. Around TGG she’s known for jumping into new things to learn more with unlimited energy and enthusiasm.