Greenlane names Jason Hitchcock CEO to lead digital asset strategy

Greenlane Holdings Inc. (NASDAQ: GNLN) appointed Jason Hitchcock as chief executive officer, effective immediately, the company announced February 18.

Hitchcock brings over 15 years of technology experience, most recently serving as head of business development at thirdweb, a Web3 developer tools platform. At thirdweb, he built enterprise go-to-market strategies across more than 150 blockchain networks and structured channel partnerships for developer tool adoption.

Previously, Hitchcock held senior business development roles at Twitch and Bebo. At Bebo, he was on the founding team as head of business development, leading go-to-market strategy and contributing to the company's acquisition by Twitch.

Hitchcock co-founded Four Moons, a decentralized finance advisory and investment firm, where he raised two private funds and managed digital asset strategies focused on yield generation through decentralized finance protocols. He has been active in decentralized finance since 2020, with experience in capital deployment across protocols for yield generation, liquidity provisioning, and token management.

As CEO, Hitchcock will oversee corporate strategy, capital allocation, and operational execution of Greenlane's digital asset treasury initiatives. The company initiated a Berachain-focused digital asset treasury strategy in October 2025, dedicated to acquiring BERA tokens and increasing BERA-per-share through treasury management.

"I'm excited to lead Greenlane's strategy to accumulate BERA and put our treasury to work within Berachain's Proof of Liquidity ecosystem," Hitchcock said. "Greenlane intends to be the largest public holder of BERA and to use the scale of our position across validators, reward vaults, and liquidity pools to capture yield generated by this flywheel and accelerate our accumulation strategy."

Greenlane operates as a platform for premium lifestyle accessories and consumer products distribution through specialty retailers and direct-to-consumer channels, alongside its digital asset treasury activities.

You May Also Be Interested In

• Global Water Resources raises $20M through stock sale and credit line
• Valion Bio names CFO Lisa Wolf as president and COO after CEO exits
• Helix and Hornbeck complete all-stock merger, form new NYSE: HOS