Former President of U.S. snacks division at Kellogg Company, Adrienne “Deanie” Elsner, will join Charlotte’s Web Holdings, Inc. the as its chief executive officer effective May 15, 2019.   
 
Ms. Elsner brings more than 25 years of diverse consumer packaged goods (“CPG”) experience across both business and marketing leadership roles in domestic and international markets. A talented marketer, she is widely recognized for driving business results by building brands through infrastructure, innovation, culture, and talent. 
 
Previously, Ms. Elsner served as president of Kellogg’s $3 billion Snack Business Unit, the largest business unit in the Kellogg Global portfolio, where she transformed that business by leading the exit out of the direct store delivery distribution system, established a portfolio investment strategy and shifted to occasion-based marketing. Prior to joining the Kellogg Company, she served more than 20 years in various leadership roles at the Kraft Foods Company including executive vice president and chief marketing officer, where she was named by Forbes as one of the 50 Most Influential Global CMOs. Elsner is credited for successfully launching over $650 million net revenue in innovation including, MiO Water Enhancers, Gevalia Café, Keurig compatible Coffee Pods and specialty beverages. Her experience also includes sales roles at Procter & Gamble and Johnson & Johnson. Elsner sits on the board of directors at Owens Corning, Inc. and has served on the Board of the Association of National Advertisers as well as the Museum of Science and Industry in Chicago. 
 
“Deanie’s appointment is timely and aligns perfectly with our corporate evolution from the early stage organization we were just two years ago into a professionally managed public company with top-tier executive talent,” said Hess Moallem, current president and chief executive officer of Charlotte’s Web. “Placing world-class marketing and sales expertise at the highest level of the company is critical to further extend Charlotte’s Web’s leadership position in the market. Deanie is an incredibly dynamic business leader with an impressive track-record for growth and profitability at some of the world’s leading and most iconic CPG companies. We’re very excited to have such high-level talent coming on board to lead through this important time for the company.”
 
The leadership addition is one of several appointments made to support Charlotte’s Web’s growth and evolution into a dominant global CPG brand. The chief executive officer appointment follows the recent additions of Stephen Lermer, a pharmaceutical industry veteran as the company’s chief operating officer, and Eugenio Mendez, a global CPG industry veteran as the company’s new chief growth officer. Combining CPG international leadership, marketing and sales expertise with manufacturing and commercialization expertise positions Charlotte’s Web favorably to lead within its category domestically and internationally.  

Charlotte’s Web Chairman and Co-Founder Joel Stanley stated, “We enthusiastically welcome Deanie to lead the executive suite. She is a natural fit for Charlotte’s Web as we continue to evolve our domestic and global expansion. In addition to Deanie’s CPG marketing leadership she brings notable international experience having led the EU Coffee category where she established a sustainable growth model while based in Switzerland and the UK. The fact that Deanie also connects deeply with the heart of our social values and mission at Charlotte’s Web is as valuable to me as the incredible experience she will bring to the team.”
 
As initially reported in January of 2019, Moallem will transition from his position of president and chief executive officer of Charlotte’s Web to maintain an advisory role with the company. Moallem joined Charlotte’s Web in 2017 to position and scale the company to be able to meet the anticipated market demand, extend brand awareness and lead the company through a comprehensive long-form IPO process while navigating complex regulatory matters in the industrial hemp and CBD industry.
 
“Hess’s leadership was a vital part of the company’s success and his experience was invaluable at such a pivotal time, landmarked with a very successful public offering,” said Stanley. “We are grateful for his leadership which put the company in its current position of a well-capitalized market leader, ready for its next phase of growth and we are pleased with his continued commitment to Charlotte’s Web.”