Mr. Morachnick joined Charlotte's Web as CEO in September 2023. He is a global business executive with a track record of building premium, differentiated products and brands across multiple channels across a broad range of product categories. From 2006 to 2016 he was President at Santa Fe Reynolds Tobacco International (SFRTI) GmbH in Zurich, Switzerland, an international business division of Reynolds American, Inc. He led SFRTI from a start-up to a highly profitable organization, managing several hundred employees and a network of importers/distributors operating in Europe, Asia, and the Middle East. SFRTI was acquired by Japan Tobacco Group in 2016 for $5 billion. He has served as an executive advisor or board member for several companies seeking to launch and/or expand their businesses in the U.S. and overseas markets. Mr. Morachnick has a Masters of Business Administration from the Thunderbird School of Global Management and is an Adjunct Professor of Global Business Strategy at the University of Nevada Las Vegas.