Charlotte's Web Holdings, Inc. has appointed Andrew Shafer as its chief marketing officer.
With more than two decades of marketing experience, Shafer has led marketing and advertising initiatives in brand strategy, digital experience design and social marketing. He brings a unique perspective from both communications and customer experience.
In his most recent role as executive director and head of brand marketing at Verizon, he spearheaded the development of positioning strategies that expanded brand leadership across consumer and business segments. Shafer led marketing partnerships across retail channels, as well as key strategic relationships with major sports leagues and professional sports teams.
In addition to his leadership in brand marketing, Shafer also excels in customer experience design and development. As director of digital experience at Verizon, he designed and launched an omnichannel digital experience strategy that reduced customer friction points and increased engagement. He also led digital advertising and social media strategies that grew social communities, increased engagement and elevated sales.
Prior to his time at Verizon, Shafer held various leadership positions in marketing and advertising, including as marketing manager at Mercedes-Benz USA and as a partner at Ogilvy & Mather.
In his new role at Charlotte's Web, Shafer will lead the company's marketing initiatives in both traditional consumer retail, as well as digital and social channels to drive online sales. Near-term priorities will include cross-platform activations with Major League Baseball and sports verticals for the new Charlotte's Web NSF Certified for Sport broad-spectrum CBD product line. He will also oversee the company's corporate social responsibility and B Corp initiatives.
"Andrew's extensive experience in managing multi-disciplinary teams, developing brand strategies and creating effective cross-channel marketing campaigns, makes him the ideal candidate for our CMO position," said Charlotte’s Web CEO Jacques Tortoroli. "Andrew will be responsible for developing and executing comprehensive marketing strategies that increase brand awareness, drive sales growth, and enhance customer engagement across all channels. We are confident that his unique perspective and results-oriented approach will drive our brand to new heights and we are thrilled to have him onboard."
Andrew holds a Bachelor of Fine Arts degree in psychology from Gettysburg College and has completed various executive training programs, including Harvard Business School's Driving Digital & Social Strategies, USC Marshall School of Business's Management Development Program and Chicago Booth School of Business's Strategic Marketing Management.