Murillo will take on a role similar to his previous position as head of regulatory affairs at Altria Group Inc., Reuters reported.

Altria currently has a 35.5 per cent stake in Juul Labs Inc. and Murillo is the first senior hire by Juul’s new CEO, K.C. Crosthwaite, who also recently joined Juul after previously working for Altria. Murillo’s appointment comes amid a regulatory backlash against the increase of teen vaping across the US.
Altria recently announced it will suspend all advertising in the US after the Trump administration announced plans to remove all flavoured e-cigarettes from store shelves. Murillo will be responsible for guiding the applications Juul must submit to the FDA by May 2020 for any products it wishes to continue selling after this point, according to Reuters.
Crosthwaite was quoted as saying, “The company is fully committed to supporting and complying with FDA’s final effective flavour policy and to working through the PMTA (premarket tobacco product application) process – a process Joe understands well and one he will help lead JUUL Labs through.”
The FDA recently warned Juul about marketing its products as safer than conventional cigarettes and requested that more information be provided within the next 30 days. Flavoured e-cigarettes currently represent 80 per cent of Juul’s sales.