LifeMD Grants CFO 675,000 RSUs and Expands Executive Leadership Team
LifeMD appointed Atul Kavthekar as CFO effective March 16, replacing Marc Benathen through March 31, and granted him 675,000 RSUs with half vesting over three years and half tied to performance targets. The company also named Chris Pisano as CMO and elevated Jessica Friedeman to Chief Business Officer.
1. CFO Appointment and Transition
LifeMD named Atul Kavthekar as Chief Financial Officer effective March 16, replacing Marc Benathen who will serve through March 31 to ensure a smooth handover. Kavthekar brings nearly 30 years of financial leadership in healthcare and technology, with expertise in capital markets, M&A and scaling public companies.
2. Marketing Leadership Addition
The company appointed Chris Pisano as Chief Marketing Officer. Pisano has over 25 years of experience in brand strategy, digital marketing and demand generation across healthcare, financial services and technology sectors.
3. Business Officer Role Expansion
Jessica Friedeman was elevated to the newly created role of Chief Business Officer. Friedeman joined in 2023 as CMO, led the rapid scaling of the weight management program and will now oversee enterprise and employer health offerings alongside the women’s health division.
4. Equity Incentive Grant Details
As a material inducement grant, Kavthekar will receive 675,000 restricted stock units, with 337,500 service-based RSUs vesting equally over three anniversaries and 337,500 tied to performance targets. This equity package aims to align financial infrastructure development with long-term shareholder value creation.