Resilience Capital Partners Names Tim Seitter as President, CEO of Portfolio Company CR Brands

Former Church & Dwight executive charged with expanding portfolio of licensed brands

CLEVELAND and CINCINNATI, Ohio—February 16, 2021 – Resilience Capital Partners, a Cleveland-based private equity group, has named Tim Seitter President and CEO of its portfolio company CR Brands. Tim Seitter has more than 25 years of experience in the consumer packaged goods industry, including serving as the vice president of marketing and head of the Oral Care Strategic Business Unit at Church and Dwight.

Headquartered in West Chester, Ohio, CR Brands is an innovative consumer packaged goods company with a portfolio of licensed cleaning products under the ARM & HAMMER™ and OxiClean™ brand names. In 2020, CR Brands successfully launched a new line of disinfecting wipes, ARM & HAMMER™ ESSENTIALS Disinfecting Wipes, which are available at retailers nationwide.

“Tim combines an established track record in growing brands with an intimate understanding of CR Brands’ chief licensor, Church & Dwight,” said Bassem Mansour, Co-CEO of Resilience. “His talents will be an invaluable asset as we commit to growing this partnership and introducing new products with superior formulations.”

Most recently, Seitter was at ClinChoice, Inc., a global contract research organization, where he was the president, Americas and Europe. Seitter previously held leadership roles at Pactiv Corporation, Spalding Sports and Kraft Foods.

“This is certainly an exciting time to join CR Brands as it continues to launch new products that improve the life of its consumers,” said Seitter. “I look forward to leading the team as we identify new paths to position CR Brands as a leading consumer products company and brand builder.”

About Resilience Capital Partners
Headquartered in Cleveland, Ohio, Resilience invests in niche-oriented manufacturing, value added distribution and business service companies with sustainable market positions. Resilience provides a flexible transaction approach to accommodate the needs of businesses and sellers.

Since its founding in 2001, Resilience has raised and advised funds with aggregate capital commitments in excess of $675 million on behalf of its global investor base, which includes pension funds, insurance companies, foundations and endowments, fund of funds, family offices, and high net worth individuals. These funds have been invested in 83 companies under 41 platforms in numerous industries.

For more information, please visit

About CR Brands
CR Brands enjoys a 20+ year heritage of successfully selling, marketing, and innovating nationally recognized brands that are market leaders across a variety of categories and consumer

segments. CR Brands is a proud licensing partner with the ARM & HAMMER and OXICLEAN brands and continues to develop an even broader portfolio of “Powerfully Pure” cleaning products to delight consumers. For more information, please visit and