William (Bill) Morachnick was appointed CEO of Charlotte’s Web Holdings, Inc. in September of 2023. A seasoned global executive, he previously led Santa Fe Reynolds Tobacco International in Zurich, growing it from a start-up to a $5 billion acquisition by Japan Tobacco Group.

At Charlotte’s Web, Morachnick has restructured operations, streamlined revenue channels, and expanded the company’s portfolio into functional wellness, including functional mushrooms. He has also played a key role in advancing DeFloria, Inc., a joint venture developing AJA001, a plant-based pharmaceutical derived from Charlotte’s Web’s patented hemp genetics, now in FDA-approved Phase 2 trials for autism-related symptoms.

Morachnick holds an MBA from Thunderbird School of Global Management and has served as an Adjunct Professor of Global Business Strategy at UNLV.