Charlotte's Web appoints former Coca-Cola executive to management team

Charlotte's Web is one of the pioneers and market leaders in CBD-derived products in the United States. The company was founded by the Stanley brothers after they met the little Charlotte Figi Charlotte, who had Dravet syndrome, helped raise awareness of the therapeutic benefits of CBD. The Stanley brothers named the cannabis strain used to make the oils for her treatment after her, calling it Charlotte's Web. The company recently announced that it had just hired Eugenio Mendez, a former Coca-Cola executive, to join its management team to lead its international expansion.

A Transfer of Expertise

A few months ago, rumors were circulating about a potential partnership between Coca-Cola, the world's leading beverage company, and Aurora, a Canadian medical cannabis producer, to develop cannabis-infused beverages. Finally, The rumors have been denied by Coca-Cola, but the company’s interest in the cannabis industry is very real. It’s also clearly attracting its executives, as Eugenio Mendez, vice president of global marketing for water, enhanced water, and sports drinks, is joining the cannabis scene. He had already been working as a consultant for Charlotte’s Web for two years.

The division where he worked at Coca-Cola was one of the fastest-growing segments and had annual sales of $12 billion. «Eugenio’s appointment exemplifies the top-tier leadership talent we are seeking for the next phase of our company’s expansion. Given the opportunities in the domestic distribution market and the prospect of international market expansion, bringing on board senior executives with experience at multinational companies is timely,» said Hess Moallem, president and CEO of Charlotte’s Web.

The new hire will take up his position on January 15 and will be responsible for leading the company’s international development, marketing, and sales strategy. His appointment clearly signals that Charlotte’s Web intends to expand into broader markets and even become a global leader in CBD products. It is common for cannabis companies seeking to expand internationally to recruit talent from multinational corporations or the political sphere. The former prime minister of Israel and the former president of Mexico have thus switched to the cannabis industry.

Charlotte Web: A Future Global Leader?

Charlotte’s Web sells hemp-derived CBD wellness products. The company holds patents on the genetics of the hemp plants from which it produces its extracts. Its product line includes oils and tinctures, capsules, topicals, and products for animals. The products are sold through brick-and-mortar retailers and online. The company is already well-established in the United States, but federal prohibition had been hindering its growth. Today, with The Legalization of Hemp in the United States It will soon be able to distribute its products throughout the country and abroad.

With this in mind, the company is restructuring and preparing for expansion. The appointment of the former Coca-Cola executive is the first in a series of new appointments to be made throughout 2019. It will be appointing new CEOs, as well as new heads of business development, mergers and acquisitions, operations, and the technology division. All signs point to Charlotte’s Web preparing to evolve from a local company into a national and global market leader. The company has already succeeded in raising more than A total of $100 million following its most recent initial public offering.