Crafton Joins Swisher as VP of Innovation

Zack Crafton (Photo: Swisher)

Swisher has appointed Zack Crafton as vice president of corporate innovation. In this position, Crafton will be working to diversify Swisher’s products and brands.

“This is a significant appointment for our company, and we welcome Zack’s wealth of innovation experience and leadership that will move Swisher to drive the implementation of our strategic objectives and expand our portfolio of products,” said John Miller, president and CEO of Swisher, in a statement. “Our first corporate innovation VP reflects our commitment to growth and the future of Swisher.”

Crafton has extensive experience and leadership in categories including wine, beer, cannabis and regulated e-commerce. Before joining Swisher, Crafton was CEO of the first online dispensary in California’s recreational cannabis market, paving the way for emerging cannabis brands and direct-to-consumer platforms across the cannabis industry. Prior to entering the California cannabis market, Crafton helped launch NakedWines.com where he built the largest online winery in the world as chief operating officer.

We welcome Zack’s wealth of innovation experience and leadership that will move Swisher to drive the implementation of our strategic objectives and expand our portfolio of products.

John Miller, president and CEO, Swisher

In 2020, Swisher announced a new corporate identity, purpose, mission, vision and strategic framework to develop new businesses, products and experiences while building on the legacies and strengths of existing products.

“I’m thrilled to join Swisher, and I look forward to building a robust innovation platform, unique capabilities and a durable plan to support Swisher’s growth and diversification goals into innovative categories,” said Crafton. “This is an exciting time where we look to diversify Swisher’s product and capability portfolio while helping to shape the future for adult consumers.”