Director, New Categories
I was proud to be appointed Director, New Categories in January 2019. In this new role on the Management Board, I am responsible for innovation, brand building and the growth of our potentially reduced-risk products (PRRPs).
I am very passionate about our Transforming Tobacco ambition. We are transforming ourselves to ensure we can lead the transformation of our industry by offering our consumers a broad range of products in our new categories. It is the most exciting journey BAT has ever embarked on and I am proud that I am part of it.
I’ve been with BAT since 2005 in various roles, including Regional Marketing Manager, Asia-Pacific and Middle East; Area Director, East Asia; and Global Head of Marketing Futures. I began my career in the world of FMCG in international roles at Unilever and then Kimberly-Clark.
However, I can honestly say that this is the most exciting and important role I have ever had. Exciting because we’re building outstanding new brands and making new choices available to consumers through a pipeline of highly innovative PRRPs.
And an important role because our industry is experiencing its biggest transformation ever and I am confident the work we do now in our new categories will help lay the foundations for a sustainable and successful future for BAT. That’s a special thing to be part of and, as a leader, provides a compelling vision with which to inspire our people.
Our global footprint, the incredible diversity of our business and the uniquely supportive and collaborative culture that I’ve experienced here make BAT a standout place to work for me. It’s a fantastic time to be part of our company as we transform ourselves through technology and innovation to achieve our ambition to create a better tomorrow for our consumers.
Away from work, I love nothing better than spending time with family and friends, particularly my lovely young son, and I am very passionate about all kinds of sports.