BAT puts Fredrik Svensson in charge of vape products growth; new commercial director appointed for UK

BAT UK & Ireland has announced that Susanna De Iesu has been appointed as the new commercial director for its UK & Ireland business as the company continues to implement its new regional structure.

She will replace Fredrik Svensson who has led BAT’s UK & Ireland business as managing director for the last three years and was first appointed to the position in September 2019.

Svensson will move to a new position in BAT’s global headquarters as head of portfolio strategy, development and planning (vapour) where he will be responsible for accelerating the growth of new category products across all global markets.

De Iesu joins BAT UK & Ireland from BAT Italy where she was head of brands. She brings more than 20 years of experience at BAT to the role and has served in a number of high-profile positions in the group including as a country manager for Spain and head of marketing activation for the South Europe area.

These appointments follow BAT’s previous announcement in January of its new regional structure where a number of structural and leadership changes have been implemented.

Under Svensson’s leadership, BAT UK transitioned the business’ vaping brand from Vype to Vuse and also oversaw the launch of the Velo oral nicotine pouch brand. Both brands reached market leadership positions across UK & Ireland. Svensson also launched Vuse Go, with the UK chosen to be the first global launch market.

“I wish Susanna every success in her new position leading the UK and Ireland market, continuing to grow BAT’s consumer base of new category products and building confidence in the vapour sector,” said Svensson.

“With her extensive experience and expertise, she is the perfect fit to take BAT’s impressive UK&I business forward.”