Skip to main content
hero

Medterra names new CEO

Gregory Reeder will succeed Medterra’s founder, Jay Hartenbach, as CEO of the Irvine, Calif.-based brand, with Hartenbach moving into a new chief innovation officer role.
salazar
a man wearing a suit and tie smiling at the camera
Gregory Reeder

CBD brand Medterra has a new executive at its helm. The Irvine, Calif.-based company has named Gregory Reeder CEO, succeeding founder Jay Hartenbach, who will move into the role of chief innovation officer and remain chairman of Medterra’s board.

Reeder moves into the role from his position as managing director of Medterra International, which he held since February 2021. He brings to the role extensive CPG experience, including time spent leading Pfizer’s $18 billion global wellness business. Other roles at Pfizer include general manager of Pfizer Canada Consumer Healthcare and country manager of Pfizer Romania. His career started at Procter & Gamble in product development and brand management.

“Throughout his career, Greg has found continual success in accelerating the growth of both well recognized and newer brands. That experience is going to be critical to our efforts to expand as a company,” Hartenbach said. “Greg’s success has only continued as he completely reshaped Medterra’s international business. It was clear very early on that all of Medterra would benefit from this level of leadership.”

At the helm of Medterra, Reeder will be charged with spearheading the company’s growth into the larger wellness category while also continuing the company’s push for the mainstream adoption of CBD.

a store inside of a building
a store inside of a building

Most Popular Content

Walgreens Shifts In-Store Media Strategy

Vestcom expands its role with Walgreens as the drug chain evolves its at-shelf retail media approach.
walgreens

Ulta Beauty Sees Growth in UB Media Brand Partners, Pilots CTV, Audio & Luxury Private Marketplace

P2PI chats with Ulta Beauty’s Erin Houg on areas of opportunities and future aspirations for UB Media, the RMN’s approach to measurement, and much more.
Clinque Ulta.com Ad

Michael J. Fox Voices Real Canadian Superstore's Newest Ads

The campaign is the Loblaw banner's ode to Canadian unity and strength.
real canadian superstore commercial

The Retail Media Reality Check: Separating False Promises from Performance

Here are key questions brands should ask partners to optimize their investment, writes Adam Skinner of Epsilon.
Adam Skinner

Dollar General Joins Retail Media In-Housing Trend

As more retailers take ad tech under their own roof, DG seeks to scale and customize its media offerings with Kevel's API infrastructure.
dollar general kevel collab
X
This ad will auto-close in 10 seconds