Kim Kitchings is the Senior Vice President of Consumer Marketing at Cotton Incorporated. Kim leads consumer and trade advertising, public relations, corporate strategy, global market insights, and strategic alliances. In this role, Kim’s primary goals are to motivate consumers and the trade to buy items made of cotton and to affirm cotton as the fiber of choice for sustainable and eco-friendly products. Kim joined Cotton Incorporated in 1996 as manager of market research and prior to her current position she was Vice President of Corporate Strategy & Program Metrics. Over her 20-year career in the cotton industry, Kim has been instrumental in strategic assessments of global consumer demand and market evaluations for cotton. Market analytics are central to establishing cotton’s competitive position globally, impacting Cotton Incorporated’s product development portfolio, how to proactively communicate cotton’s benefits and sustainability to the industry as well as ease the consumer journey to find and buy cotton products. Kim oversees the use of a wide array of tools such as digital marketing, social media, television, strategic partnerships, and presentations to communicate cotton’s messages to various constituents. Kim received a BA in Business from North Carolina State University and MBA from Meredith College. She is a frequent presenter at industry conferences on innovation, consumer insights and marketing.