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K.C. Crosthwaite
Washington, District of Columbia,United States
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Find K.C. Crosthwaite's PhoneWho Is K.C. Crosthwaite?
K.C. Crosthwaite is a seasoned executive with deep expertise in the tobacco and alternative products industry. He is most widely recognized for his tenure as the Chief Executive Officer of Juul Labs, where he was appointed in 2019 to navigate the company through a period of intense regulatory and public scrutiny. Prior to Juul, Crosthwaite built an extensive career spanning over two decades at Altria Group, the parent company of Philip Morris USA. At Altria, he held numerous leadership positions, including Chief Strategy and Growth Officer, where he was instrumental in shaping the company's move towards reduced-risk products, including overseeing Altria's significant investment in Juul and its partnership to market IQOS in the U.S. His career reflects a focus on corporate strategy, regulatory affairs, and adapting to evolving consumer and market landscapes.
How Did K.C. Crosthwaite's Career Path Shape Their Journey?
K.C. Crosthwaite's work history includes a series of influential roles in various companies. Here is a detailed list of his professional journey:
What Are K.C. Crosthwaite's Key Achievements?
CEO of Juul Labs
Appointed CEO of Juul Labs in September 2019 with a mandate to reset the company amid a public health crisis and intense regulatory pressure. His leadership focused on halting most advertising, engaging with regulators, and working to curb underage use of the company's products.
Chief Strategy and Growth Officer at Altria
As Chief Strategy and Growth Officer, he was a key architect of Altria's strategic pivot towards non-combustible, reduced-risk products. He led the company's landmark 35% stake acquisition in Juul Labs for $12.8 billion and spearheaded the U.S. commercialization strategy for the heated-tobacco product, IQOS.
Extensive Leadership at Philip Morris International & USA
Over a 20+ year career at Altria and its subsidiaries, he held various senior roles, including President and CEO of Philip Morris USA, and Vice President and General Manager for Marlboro. He also held several international leadership positions with Philip Morris International, gaining global market and operational experience.
What's K.C. Crosthwaite's Educational Background?
BS, Business Administration
Marquette University - Year 1993
MBA, Marketing
Providence College - Year 2000
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Company Overview
Juul LabsJuul Labs is an American electronic cigarette company that spun out from Pax Labs in 2017. The company's primary product is the JUUL e-cigarette, which vaporizes a nicotine salt-based e-liquid. Its stated mission is to provide the world's one billion adult smokers with a satisfying alternative to combustible cigarettes. However, the company has faced extensive public scrutiny, regulatory action, and litigation over its marketing practices and the significant rise in youth vaping associated with its products.
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