Former FDA tobacco official to become CEO of public health organization

According to Tobaccoreporter, truth initiative assumed the role of Kath Crosby as its new CEO and president on October 2, 2023. Crosby will succeed Robin Koval, who has served as CEO and president since 2013, after 10 years in the role retirement. Truth Initiative Chairman Mike Moore said in a statement, “Kathy’s excellent background, extensive experience, and passion for public health make her a leader for our organization.


Prior to joining the Truth initiative, Crosby worked for the U.S. Food and Drug Administration (FDA) Center for Tobacco Products (CTP) as the Director of the Office of Health Communication Education, a position she held for 12 years. In this role, she led public education, research and evaluation, and regulatory and communications programs, and was instrumental in promoting the successful implementation of tobacco control laws. Crosby has a 25-year career in behavior change marketing and advertising, with numerous senior leadership roles in both the private and nonprofit sectors; prior to joining the FDA, she worked in the Washington, D.C. office of the American Advertising Association as a senior vice president and group advertising director, and served as president of strategy for the Arnoldworldwide. (Truth) advertising series.


Crosby has spent her career at the FDA as part of the leadership team responsible for developing national policies aimed at reducing cigarette-related illness and death. Her dedication has encompassed a wide range of areas including policy development, cutting-edge social science research, control initiatives, communications, and strategic external spin. Notable accomplishments under her leadership include involvement in the production of health warnings for tobacco package advertisements, groundbreaking research on health equity, regulation of emerging tobacco products, and the imposition of strict marketing restrictions on newly authorized tobacco products.


In his role as FDA’s CTP Director of Health Communications and Education, Crosby oversaw important initiatives and played a significant role in reducing tobacco use. These initiatives include the creation of a comprehensive Office of Communications, the development of a series of customized advertisements targeting at-risk populations, the creation of a library of cigarette education resources, the implementation of a robust conference presentation program, and the launch of an Avoidance and Education FDA E-Cigarette Resource Center.


Crosby said, “For the past 25 years, I have been committed to using public education as a means of creating behavioral change to help us live healthier lives. This passion began with work on the first truth initiative advertising series I was involved with. Leading the truth initiative is like coming home. I don’t think there is a better time or place than now to continue to advocate for positive change. The opportunities for people to quit smoking have never been better. I can’t wait for the future!



【1】Former CTP Official to Lead Truth Initiative