CURE Pharmaceutical Holding Corp. announced the appointment of former CEO Rob Davidson to Chairman of the Board of Directors. In addition, the Company announced the appointment of Robert J. Costantino to its board of directors and he has also been appointed as the Chairman of CURE's Audit Committee.

These appointments bring decades of financial experience, as well as continuity that should enhance the company's shareholder value initiatives and communications. Rob Davidson was most recently CURE's Chief Executive Officer from July 2011 to July 2022 and served as Chairman of company's Board until January 2019. He continues with the company in the key roles of product development, creating new patents and on-going negotiations of non-dilutive deal transactions.

Prior to his role at CURE Pharmaceutical, Robert Davidson served as Chief Executive Officer of InnoZen Inc., Gel Tech LLC, and Bio Delivery Technologies Inc., and has served on multiple corporate boards. Mr. Davidson was responsible for the development of several drug delivery technologies and commercial brand extensions. He has worked with brands such as Zicam, Chloraseptic™, Suppress™, as well as Pediastrip™, a private label electrolyte oral thin film sold in major drug store chains.

Mr. Costantino is a former senior executive who has served as CEO, COO and CFO of large companies and is a retired CPA. He is currently a financial consultant & Board member of NASDAQ listed PetVivo (PETV), where he is also a member of the Audit & Compensation Committees and a current board member of 4 Yamaha Motor Finance companies. His most recent executive position was a dual role of Sr EVP – CFO & COO of NASDAQ listed WFS Financial, an automotive/commercial finance company and concurrently as EVP-CFO & COO of NYSE listed Westcorp, an OTS regulated bank.

He was responsible for operations and all financial areas including SEC filings, analyst interaction, earnings calls, and treasury of both. Mr. Costantino played a key role in the negotiation and ultimate sale of both companies to Wachovia (Wells Fargo) for $3.9 billion. Prior to that, he was President & CEO and member of the Board of Mitsubishi Motors Credit of America - an automotive finance company with over $10 billion in assets, where he is credited for taking the company from extreme financial losses to profitability and ultimately negotiating the sale of the company's assets to Merrill Lynch.

Prior to that, he served for 17 years at various escalating management positions of Volvo Cars of North America including the unique experience of being SVP & CFO of both the automotive parent company and the captive finance company.