Former Anheuser-Busch InBev Executive Harris Rabin Joins Vireo Health as CMO
NEW YORK -- Vireo Health International, Inc. (CSE: VREO), a leading science-focused, multi-state cannabis company, today announced Harris Rabin will be joining the company's executive team in the newly created role of Chief Marketing Officer. Rabin will be overseeing brand marketing, e-commerce, and sales efforts. Rabin brings two decades of experience, including senior leadership roles in the consumer healthcare and beverage alcohol industries.
Rabin is an accomplished marketing leader with a proven and consistent track record. He most recently served as Global Vice President of Marketing at Anheuser-Busch InBev (ABInBev), where he led brand building efforts for a multi-billion dollar global portfolio of core beer brands. Rabin led brand development across global markets, including the global expansion of Michelob Ultra, the $1+ billion brand pioneering the "Better-For-You" category.
Prior to ABInBev, Rabin worked for nearly a decade at Bayer HealthCare as a brand builder in the Consumer Health division, where he built brands and ultimately oversaw the Global Aspirin franchise, growing the Aspirin business to the highest on record, consistently exceeding expectations.
"I am thrilled to add a highly-skilled marketer like Harris to the Vireo Health leadership team," said Chief Executive Officer Kyle Kingsley, M.D. "Harris brings an ideal combination of brand and product marketing experience from relevant industries like consumer healthcare and the alcoholic beverage industry. He will be valuable addition to our team of experienced senior executives."
"Without a doubt, cannabis will continue to be a positive disruptive force transforming consumer wellness, and my background in consumer health care and beverage alcohol gives me a unique perspective on the potential of the fast-growing cannabis industry," said Rabin. "I look forward to helping grow Vireo Health's brands at a time when the company is uniquely positioned to leverage our medical and science expertise to provide best-in-class products and experiences."
Rabin added, "Cannabis is also a CPG industry. Brands will drive disproportionate market share by understanding and delivering against specific consumer needs, benefits, and occasions. Vireo's expansive footprint and IP will enable us to develop the most compelling brand portfolio in the industry and engage with our consumers and health care partners to continue to surprise and delight all stakeholders."
Rabin has a bachelor's degree with high honors in mathematics & economics from Northwestern University, and an MBA from MIT Sloan School of Management with a focus on marketing and new product development. He lives in NYC with his wife and three children.
Additional members of the sales and marketing team include: Jennie Leuzarder the VP of Sales, who brings years of experience from the highly regulated wines and spirits industry, where she held various leadership positions at global luxury brands Diageo and Pernod Ricard; and Aisha Khan the VP of eCommerce, who joined Vireo after spending over 5 years at Johnson & Johnson, where she led one of the largest Health & Beauty eCommerce businesses in the U.S.
About Vireo Health International, Inc.
Vireo Health International, Inc.'s mission is to build the cannabis company of the future by bringing the best of medicine, engineering and science to the cannabis industry. Vireo's physician-led team of more than 300 employees provides best-in-class cannabis products and customer experience. Vireo cultivates cannabis in environmentally-friendly greenhouses, manufactures pharmaceutical-grade cannabis extracts, and sells its products at both company-owned and third-party dispensaries. The Company is currently licensed in ten states including Arizona, Maryland, Massachusetts, Minnesota, Nevada, New Mexico, New York, Ohio, Pennsylvania, and Rhode Island. For more information about the company, please visit www.vireohealth.com.