LifeMD, Inc. (NASDAQ: LFMD) appointed Atul Kavthekar as chief financial officer, effective March 16. The virtual primary care provider also announced leadership changes including the appointment of Chris Pisano as chief marketing officer and the promotion of Jessica Friedeman to chief business officer.

Marc Benathen, the current CFO, will depart to pursue a new opportunity and remain with LifeMD through March 31 to facilitate the transition, according to the company statement.

Kavthekar brings nearly three decades of financial leadership experience in healthcare, technology, retail pharmacy, and e-commerce sectors. He has served as CFO for both public and private growth-stage companies, with experience in capital markets, mergers and acquisitions, and strategic planning. He holds an MBA from the University of Chicago Booth School of Business and engineering degrees from Wayne State University and the University of Michigan.

As part of his employment agreement, LifeMD will grant Kavthekar 675,000 restricted stock units. Half of the units will vest based on continued service over three years, while the remaining half will vest based on the company achieving performance targets.

Pisano brings more than 25 years of marketing experience across healthcare, financial services, technology, and e-commerce. He previously founded and led a marketing and technology venture for over two decades. He will oversee brand strategy, digital marketing, and market positioning functions.

Friedeman, who joined LifeMD in January 2023 as chief marketing officer, will transition to the newly created chief business officer role. She will lead the launch of enterprise and employer health offerings while continuing as general manager of the women's health division.

LifeMD provides telemedicine services across more than 200 conditions including primary care, men's and women's health, weight management, and hormone therapy through its digital care platform and affiliated medical group.