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.

Vittal Kadapakkam

Chief Financial 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.

Rudy Lawrence

Chief Operations Officer

Rudy has over 23 years of operations, supply chain, engineering and manufacturing experience in the tech industry, most recently leading Contract Manufacturing and Strategic Sourcing at Microsoft. Rudy is a double graduate of Cornell University with a Bachelors of Science degree in Geological + Mechanical Engineering and a Masters in Engineering Management.

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.

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.