Our Team

Juul Labs’ committed team of scientists, engineers, designers, supply chain experts, consumer service and business professionals work together to offer adult smokers alternatives to combustible cigarettes, while combating underage use of our products.


K.C. Crosthwaite

Chief Executive Officer

K.C. has over 20 years of experience in product development, management, and stakeholder and regulatory engagement. Most recently, K.C. served as Chief Growth Officer of Altria, where he spent several years focused on alternatives to combustible cigarettes. K.C. graduated from Marquette University, and earned his MBA from Providence College.

Joanna Engelke

CEO Advisor and Head of New Ventures

Joanna has over 30 years’ experience, including executive leadership of global quality/regulatory for Boston Scientific and Managing Director of Halloran Consulting. Joanna graduated from Yale with a B.A. in Political Science and received an MBA from Harvard.

Vittal Kadapakkam

Chief Strategy Officer

Vittal has a decade of experience in public and private financial markets with a focus on investing in technology companies while at Millennium, Corvex, and KKR. He began his career in consumer/retail investment banking at Goldman Sachs. Vittal graduated with a B.A. in Economics from Princeton University.

Joe Murillo

Chief Regulatory Officer

Throughout the course of his career, Joe developed extensive knowledge of bringing alternatives to combustible cigarettes to market. Prior to joining Juul Labs, he served as Altria’s Senior Vice President of Regulatory Affairs, where he led regulatory strategies and FDA submissions for Altria’s harm reduction product portfolio. Joe began his career as a commercial litigator in New York City. He earned a B.A. from the University of Miami and received a J.D. from Columbia Law School.

Tyler Mace

Chief Legal Officer

Tyler spent 10 years at Kirkland & Ellis, one of the largest legal firms in the U.S., before joining Philip Morris International as Assistant General Counsel for six years. Tyler holds a B.S. from Washington Adventist University and a J.D. from Georgetown University Law Center.

David Dickey

Chief Operations Officer

David has over 25 years of Supply Chain and Operations experience across multiple industries, leading large-scale transformations for TPG Capital and United Technologies. He graduated from Worcester Polytechnic Institute with a B.S. in Electrical Engineering and has a M.S. in Management from Purdue.

Kirk Phelps

Chief Product Officer

Kirk started his career at Apple, where he worked in product development for the first generation iPhone and a number of other mobile products. After Apple, he held technology leadership roles in residential solar electricity and advanced 3D printing. Kirk holds an M.S. and B.S. from Stanford University, where he studied Computer Science and Product Design.

Elaine Paik

Chief Financial Officer

Elaine spent more than 25 years at Colgate-Palmolive Company where she held a number of senior positions including, Vice President and Corporate Treasurer, where she oversaw the company’s global treasury function and M & A activities. Elaine holds a B.S. from University of California, Berkeley and an MBA from Columbia University.

Josh Raffel

Chief Communications Officer

Prior to joining Juul Labs, Josh served as Deputy Communications Director at the White House. He was previously Head of Communications and Marketing at Blumhouse Productions. Josh began his career at the communications consulting firms, Freud and Hiltzik Strategies. He graduated from Brandeis University with a Bachelors degree in History.

Dan Thomson


Dan has held a number of managerial positions at some of the UK’s biggest brands including Managing Director at Quentin Restaurant Group and Managing Director of Paddy Power UK & Ireland online. He joined Juul Labs in April 2018 as VP & Managing Director UK, before moving to VP EMEA, overseeing commercial operations in the UK and the export businesses in Russia, Ukraine and Italy. Dan graduated with a BA (Hons) in Politics, Philosophy & Economics from the University of Oxford.