Juul Executive Who’d Been Leading Overhaul Set to Depart

(Bloomberg) -- Juul Labs Inc.’s chief transformation officer, Guy Cartwright, is leaving the company, according to an email reviewed by Bloomberg News.

Cartwright became chief financial officer of the leading U.S. e-cigarette maker in October before moving into his latest role in January. He was charged with leading the embattled company’s $1 billion restructuring.

Bob Robbins, president of Juul’s Americas region, will assume the role in addition to his current responsibilities, Chief Executive Officer K.C. Crosthwaite said in the email, which was sent to employees Tuesday.

“As one of our most accomplished leaders, Bob is well equipped to lead this important body of work,” Crosthwaite said.

Once among the most highly valued U.S. startups, Juul’s fortunes rapidly changed last year amid mounting scrutiny of its business practices and a surge in underage vaping. Juul became a target of federal investigations and lawsuits from parents and school districts.

In response to criticism of flavored vaping products that regulators and antismoking activists said appeal to minors, Juul pulled all its flavored pods, leaving only menthol and tobacco -- and hurting sales. The company laid off about 650 people last fall and implemented a plan to cut about $1 billion in expenses.

“Guy has been instrumental in the effort we undertook late last year to capture $1 billion in efficiency to support our strategic priorities, including our PMTA application,” Crosthwaite said, referring to the permission Juul and other e-cigarette companies must seek this year to continue selling their products.

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