Martin, formerly the CEO of hemp company Reliva, joined Aurora in May after the Edmonton-based cannabis producer acquired Reliva. Martin was named chief commercial officer in July, just over a month after the acquisition, and he's now taking over from Michael Singer, Aurora's former interim CEO and executive chairman.
"Now it's about brand building and compliance," Martin said, adding that his focus will be on building Aurora into a "classic" CPG portfolio, where the company offers budget, premium, and super-premium product options in the categories in which it competes. Singer, Aurora's former interim CEO and now executive chairman, said these moves were all about "cleaning up the past and clearing the deck" for Martin to step into the top job.
Second, Bennett said that while Martin should be judged "on results," it is "easy to pick holes in his experience with regard to building international brands across a variety of distribution channels."
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