Curio Wellness has named two company leaders to new roles: Brad Friedlander as chief operating officer and Joseph Martin as senior vice president of operational excellence. 

Friedlander was promoted to COO after his tenure as Curio's chief information officer, where he played a key role in developing business functions and systems within the company. As COO, Friedlander will assume responsibility for all business operations in cultivation and manufacturing, including the protection, transportation and vault teams, and will continue to lead the engineering, expansion and information technology teams.

At Curio, Martin has led the company's efforts toward cGMP certification, safety, quality and compliance. In this new position, Martin will continue to lead compliance functions, with a focus on developing processes and accountability that ensure consistent practices across all businesses of Curio Wellness. In this expanded role, Martin will report directly to CEO Michael Bronfein and become a member of Curio's executive leadership team. Prior to joining Curio, Martin held leadership roles with manufacturing leaders like Procter & Gamble and McCormick and Company. 

Preparing Curio for the next phase of growth, the promotions coincide with the company's expansion into Missouri. In October, Curio will begin manufacturing operations in the state and is expected to open cultivation operations in the second quarter of 2024.

"As we enter the Missouri market and move to multi-state operations, consistency in our operating policy and procedures and distinguishing our products for their superior qualities are more critical than ever for continued success," Bronfein said. "With their demonstrated leadership and business acumen, I'm confident that Brad and Joseph will be integral in growing Curio further as an industry leader in product quality and financial performance."