Curaleaf Appoints Rahul Pinto as President and Expands Executive Team with Senior Leadership Across Marketing and Digital Divisions

Company Ushers in New Era of Strategic Global Growth with Cross-Industry Leadership from Top CPG and Retail Sectors

Curaleaf Holdings Inc., a prominent international provider of consumer cannabis products, has formally announced the appointment of Rahul Pinto as the company’s new President, effective immediately. The decision marks a pivotal moment for the Stamford, Connecticut-based cannabis giant, as it prepares for an ambitious next phase of growth and global expansion.

Pinto will be responsible for overseeing all global commercial functions and will work directly alongside Chairman and CEO Boris Jordan to lead Curaleaf’s overarching strategic initiatives. The newly created role reflects the company’s evolving operational structure and its intent to deepen expertise in commercial execution, cross-market scalability, and long-term brand value creation.

New President Brings More Than Two Decades of Leadership Experience in Global Retail and Consumer Packaged Goods

Rahul Pinto joins Curaleaf with an extensive background in executive leadership, transformation strategy, and operational innovation within the consumer packaged goods (CPG) and retail sectors. His career includes senior positions at household-name companies such as PepsiCo, Bacardi, and most recently, Albertsons, where he played a central role in the company’s tech transformation and loyalty program evolution.

At Albertsons, Pinto oversaw strategic planning and helped shape the company’s approach during Kroger’s acquisition attempt, gaining critical experience in high-level M&A environments and market consolidation scenarios. With an engineering foundation and an MBA from The Wharton School, Pinto is recognized for his data-driven, analytical approach to business and his ability to lead large teams through complex organizational change.

His arrival at Curaleaf signals the company’s focus on importing established global business principles into the rapidly evolving cannabis industry, ensuring it remains competitive on both national and international fronts.

Curaleaf Strengthens Leadership Bench with Senior Appointments in Digital Strategy, Brand Marketing, and Retail Merchandising

In addition to Pinto’s appointment, Curaleaf has brought in three senior executives to lead its marketing and retail operations into a new era. These appointments reflect the company’s intent to infuse its executive ranks with seasoned experts from globally recognized consumer brands:

• Helen Chen has been named Senior Vice President of Digital, bringing extensive e-commerce and digital transformation expertise from her work at McKinsey, PepsiCo, and Pernod Ricard USA. Her focus will center on elevating Curaleaf’s digital presence, driving online engagement, and leveraging data for performance marketing.
  
• Scott Crawford assumes the role of SVP of Retail Merchandising and Marketing, with a career spanning over 20 years at organizations including Baldor Foods, FreshDirect, and Whole Foods Market. He is tasked with refining product strategy, customer experience, and merchandising excellence across Curaleaf’s brick-and-mortar locations.
  
• Justin Miller steps into the position of SVP of Brand Marketing, armed with two decades of experience developing and growing premium spirits brands at Diageo, William Grant & Sons, and Proximo Spirits. His brand-building acumen will be essential in positioning Curaleaf’s product portfolio as an industry leader in quality and cultural relevance.
  

All three executives are based in Stamford, Connecticut and will report jointly to both CEO Boris Jordan and President Rahul Pinto. Their collective appointment is a clear statement of intent from Curaleaf to align its operational, retail, and brand strategies with global best practices from the broader CPG and lifestyle sectors.

Expansion of Leadership Team Supports Curaleaf’s Mission to Cement Its Position as the World’s Leading Cannabis Brand

Curaleaf’s latest round of leadership hires underscores a broader organizational shift toward commercial optimization and brand differentiation in a highly competitive cannabis landscape. By welcoming experienced talent from outside the cannabis sector, the company aims to integrate time-tested commercial strategies, agile brand development frameworks, and digital innovation to fuel long-term growth.

The company’s international footprint—which spans cannabis, hemp, and consumer retail offerings—requires a leadership team adept at navigating regulatory complexity, managing multi-state operations, and optimizing consumer experiences in both medical and adult-use markets. The additions of Pinto, Chen, Crawford, and Miller provide a deep reservoir of knowledge and practical experience that can guide Curaleaf through the next wave of industry challenges and opportunities.

Focus Areas Include Operational Excellence, Brand Expansion, and Global Market Penetration

As cannabis markets around the world continue to evolve and open, Curaleaf is positioning itself to be a first-mover in new regulatory environments, as well as a dominant player in mature markets. Under the guidance of Pinto and his newly appointed leadership team, Curaleaf is expected to focus on several key initiatives:

• Enhancing retail efficiency through standardized store operations and customer experience innovation
  
• Elevating brand loyalty and recognition via strategic marketing campaigns and lifestyle-focused branding
  
• Expanding digital capabilities to meet rising demand for e-commerce and omnichannel cannabis retailing
  
• Strengthening operational agility to improve inventory management, reduce costs, and maximize profitability
  
• Accelerating international growth, leveraging Pinto’s global expertise to navigate and enter emerging markets
  

These efforts are aimed at reinforcing Curaleaf’s status as a global cannabis powerhouse, while ensuring it adapts to changing consumer preferences, new technologies, and shifting regulatory dynamics with speed and resilience.

Curaleaf Enters a New Era with Visionary Leadership and a Renewed Emphasis on Long-Term Value Creation

With a track record of bold growth, continuous innovation, and early adoption of corporate best practices, Curaleaf has long been regarded as one of the most ambitious players in the cannabis industry. The appointments of Rahul Pinto and his senior leadership colleagues represent not only an expansion of talent but a strategic recalibration toward sustainable, scalable business practices.

As the cannabis sector matures, success will increasingly depend on operational discipline, cultural relevance, and the ability to pivot quickly in response to both market forces and consumer demands. With Pinto now leading global commercial functions and a reinforced leadership infrastructure in place, Curaleaf is poised to lead the next chapter of cannabis business evolution.