A Las Vegas-based company preparing to launch a brand of CBD-containing hemp cigarettes later this year has appointed a former Philip Morris strategist as its CEO.

Taat Lifestyle & Wellness Ltd. said in a statement that Setti Coscarella was uniquely suited to the CEO role given his experience in finance and management and his familiarity with the tobacco industry through his experience as a lead strategist at Philip Morris International.

During his tenure at Philip Morris, Coscarella led a commercialization team in Toronto and was a strategist for so-called Reduced Risk Products, an emerging category in the tobacco industry to provide alternatives for smokers. He has also worked as analyst and investment banking roles at three of Canada’s “Big Five” financial institutions – Scotiabank, CIBC and TD Securities – as well as positions in private equity and management consulting.

CBD cigarette maker hires Philip Morris strategist as new chief executive