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.