Greenlane Holdings, Inc. (NASDAQ: GNLN) announced Wednesday that Jason Hitchcock has been named Chief Executive Officer, effective immediately. The leadership transition comes as the company advances its digital asset treasury strategy.

Prior to joining Greenlane, Hitchcock served as Head of Business Development at thirdweb, an open-source Web3 infrastructure platform supporting developers building blockchain-based applications. His experience includes expanding ecosystem partnerships and accelerating adoption within decentralized technology networks.

Commenting on the appointment, Hitchcock noted that Greenlane intends to focus on accumulating BERA and deploying treasury assets within Berachain’s Proof-of-Liquidity ecosystem, signaling continued alignment with blockchain-native capital strategies.

The executive appointment reflects Greenlane’s ongoing strategic shift toward digital asset integration and treasury optimization.

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