Charlotte’s Web Holdings (TSX: CWEB) (OTCQX: CWBHF) has named Russell Hammer as chief financial officer, effective August 15.

Hammer has most recently served as an advisor in private equity investments. He has more than 30 years of finance experience in the retail, tourism and technology sectors.

Hammer is the latest top-tier executive to join Charlotte’s as the company accelerates its growth and evolution into a global consumer packaged goods (CPG) brand.

He replaces Rich Mohr, who as CFO has overseen the company’s successful transition to a publicly-traded company and a top player in the hemp CBD products market.

“Russ’s appointment aligns perfectly to support the company’s evolution over the past few years from an early stage organization to a leading public company, into its next phase transitioning to a global CPG company. His breadth of international finance experience across a range of industries, as well as expertise in building operational infrastructure, applying forward-looking analytics, M&A, and accessing capital markets will help us scale the business in a financially stable way,” Charlotte’s Web CEO Deanie Elsner stated.

Hammer previously served as CFO of Brown Shoe Co., a footwear company recently rebranded as Caleres. Prior to that, he played similar roles at Orbitz Worldwide, an online travel company, and shoe retailer Crocs. Hammer started his career at Motorola, where he served in a variety of senior finance roles.