Yes you can!
While viewing Your Profile, scroll to the Photos section of the page. To make an existing photo your new Primary Photo, click on the overflow menu (⋮) to the right of photo and select Set as Primary Photo.
Additionally, you can add a new photo by uploading from your device or Media Bank and then set it as the primary photo from the overflow menu.
These changes will only be reflected on the profile to which you’ve made changes. To make changes on any other profiles you may have, scroll to the top of the Your Profile page. If you have multiple profiles, you will see a profile switcher showing your personal profile and/or any represented profiles you have.
Click on the switcher to select a profile, and you can edit your appearance details on each profile.