Skip to main content

Aurora Cannabis promotes Martin to chief commercial officer role

salazar

Aurora Cannabis is promoting one of its own to the role of chief commercial officer. The Edmonton, Alberta-based company named Miguel Martin, president of Aurora USA and head of CBD brand Reliva, to the role effective immediately.  

"This appointment allows us to take full advantage of Miguel's depth of international CPG experience to drive Aurora's revenues and brand strength in our global core markets," said Michael Singer, executive chairman and interim CEO of Aurora. "Miguel has a proven track record of running profitable global sales and marketing teams in complex, highly regulated industries that are adjacent to cannabis. His new role at Aurora is indicative of our commitment to combining sales and marketing excellence with driving profitability in our core businesses."

Martin has 25 years of experience in the international CPG industry. He joined Aurora from Reliva, where he was CEO, becoming Aurora USA CEO in May when Aurora’s acquisition of Reliva closed. Before his time with Reliva, Martin served as president of e-cigarette manufacturer Logic Technology. He also previously held the role of senior vice president and general manager of Altria Sales and Distribution. The company noted that his experience with highly regulated industries would be a boon for Aurora. 

Martin succeeds Darren Karasiuk as chief commercial officer. “On behalf of our Board of Directors and management team, I would like to thank Darren for his invaluable contributions to the development of Aurora's commercial strategy,” Singer said. 

Karasiuk said, “I am proud of my accomplishments at Aurora, most notably leading an incredibly dedicated and talented team that has been able to achieve leading market share in Canada and abroad."

Besides Reliva, among Aurora’s brands are Aurora, Aurora Drift, San Rafael ’71, Daily Special, AltaVie, MedReleaf, CanniMed, Whister and Roar Sports, which span the medical and consumer cannabis markets. 

Most Popular Content

P2PI Names 40 Under 40 Class of 2025

The fourth annual awards program spotlights the next generation of leaders in commerce marketing.
p2pi 40 under 40 2025

Loblaw Advance Debuts Linear Multi-Touch Attribution Solution

Jamie Armstrong walked P2PI through the RMN's MTA model, which is designed to give advertisers the ability to measure across media types and platforms.
Loblaw Advance multi-touch attribution

Kroger Expands Off-Site Retail Media Capabilities

New managed-service solutions allow brands to reach streaming audiences and optimize creative based on context and audience segments.
kpm programmatic offsite

Grocery Retail Media Networks: A Journey ‘From Side Hustles to Strategic Engines’

Leaders from top companies weigh in on retail media’s evolution, ongoing priorities for both retailers and CPG brands, and what’s holding the industry back.
Grocery_Retail_Media_Networks

Oreo Turns Crosswalks Into Shoppable Experiences

A creative OOH campaign at select Kroger stores merges awareness and conversion outside the aisle.
oreo walks
X
This ad will auto-close in 10 seconds