22nd Century Group, Inc. (NASDAQ: XXII), a tobacco products company based in Mocksville, N.C., has appointed Katherine Rouse-Bailey as Vice President of Marketing, according to a press release issued July 16, 2026.

Rouse-Bailey brings 20 years of experience in consumer health marketing, having previously held roles at Johnson & Johnson, Galderma, and Nestlé Health Science. She holds an MBA from Clark Atlanta University and bachelor's degrees in Biochemistry and Chemistry from North Carolina State University.

The appointment is intended to support marketing efforts around the company's VLN® low-nicotine cigarette brand, with a focus on brand awareness, consumer trial, and retail performance in the second half of 2026.

Larry Firestone, Chairman and Chief Executive Officer, said in the statement: "We are sharpening our focus on marketing and VLN® cigarette brand awareness to drive trial and support repeat purchase."

22nd Century's VLN® cigarettes received U.S. Food and Drug Administration authorization in December 2021 as a Modified Risk Tobacco Product, with the agency authorizing claims including "95% less nicotine" and "Helps you smoke less." The company states VLN® was launched commercially in the fourth quarter of 2025.