Juul names longtime tobacco exec as chief executive as Kevin Burns steps down
Juul Labs chief executive Kevin Brown is stepping down from the leadership role in the company making way for a longtime tobacco executive from the company’s largest shareholder, Atria, to take the reins.
The move comes as Juul faces extreme scrutiny from U.S. regulators over the company’s marketing tactics and a possible ban on some of its best-selling products. As part of the announcement today, Juul has agreed to suspend all of its marketing, advertising, and lobbying efforts in the U.S., which were a target for criticism.
The man taking over from Burns is K.C. Crosthwaite, who previously served as the chief growth officer at Altria Group and oversaw the company’s expansion into electronic cigarettes with the launch of its IQOS brand. Crosthwaite also served on the Juul board of directors as an observer.
“I have long believed in a future where adult smokers overwhelmingly choose alternative products like JUUL . That has been this company’s mission since it was founded, and it has taken great strides in that direction,” said Crosthwaite in a statement. “Unfortunately, today that future is at risk due to
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