Crafty Hires GNC Leader Cameron Lawrence as Chief Financial Officer

Crafty Hires CFO

CHICAGO, IL — March 17, 2025 —Crafty, the leading provider of innovative workplace food and beverage solutions, is pleased to announce the appointment of Cameron Lawrence as its first Chief Financial Officer (CFO). In this role, Lawrence will oversee Crafty's financial operations, strategic planning, and capital market initiatives, reporting directly to Co-founder and CEO, Nate Rosenstock.

This strategic hire underscores Crafty's commitment to strengthening its financial leadership to support ongoing national expansion. Lawrence's extensive experience in finance and operations will be instrumental in guiding Crafty's financial strategy and ensuring sustainable growth.​

Lawrence brings over two decades of experience in financial leadership across diverse industries, including retail, technology, and e-commerce. Most recently, he served as Chief Executive Officer and Chief Financial Officer at Newlab, where he drove business strategy and financial operations for an innovative climate technology venture platform. Before that, he was the Chief Financial Officer at GNC, overseeing finance, e-commerce, information technology and corporate strategies among other responsibilities. During his tenure, he was also a board member for GNC's joint ventures in China and Nutra Manufacturing.

“We are thrilled to welcome Cam as our first Chief Financial Officer at Crafty," said Nate Rosenstock, Co-founder and CEO of Crafty. "Cam's extensive experience in retail, technology, and e-commerce makes him an invaluable addition to our team. His proven track record in guiding financial operations will be instrumental as we continue to scale and deliver on our mission to help the world's best companies craft a better workplace."

Earlier in his career, Lawrence held leadership positions at Ondine Biomedical Inc. as Chief Operating and Financial Officer, as well as at PNI Digital Media Ltd., where he served as both CFO and later General Manager & CEO. At PNI, he played a key role in leading an operational turnaround, culminating in the company's acquisition by Staples Inc. His deep expertise in financial strategy, capital markets, and operational efficiencies makes him a critical asset to Crafty as it continues to scale.

About Crafty

Crafty is a leading national provider of office food and beverage programs, helping top workplaces elevate the employee experience. Powered by an innovative, centralized platform, Crafty delivers tailored, scalable pantry services designed to meet each client’s unique needs. Since 2015, companies like DraftKings, Robinhood, and Zillow have partnered with Crafty to create workplace experiences that foster culture, connection, and productivity. With operations in 45+ markets and a growing national footprint, Crafty supports over 300 client offices and serves more than 300,000 employees each month. Headquartered in Chicago, with offices in New York and the Bay Area, Crafty is helping companies craft better workplaces, one pantry at a time.