Vincent Duhem was appointed to the role of Executive Vice President, Marketing and Chief Commercial Officer within the Reynolds American group on November 1, 2024. In his role, he is responsible for leading U.S. marketing functions, including field trade, consumer, and digital marketing, and supporting the deployment of the U.S. Way Forward strategic plan.
Duhem has more than 28 years of experience, primarily in commercial and marketing roles in Europe and the U.S. and joined the BAT Group in 2012. Prior to assuming his current role, he served as Global Head of Combustibles for the BAT Group, leading portfolio transformation initiatives and driving progress on the Productivity and Simplification journey.
He also held a variety of senior brand and consumer marketing leadership positions within the global BAT Group in the Netherlands, France, UK, and in the AmSSA, and ENA regions including leading Lucky Strike, Pall Mall, and New Category deployment and acceleration agendas. His leadership with the BAT Group has been fundamental in developing and implementing strategic brand portfolios within key markets.
