Daniel Peters

Set up and built an agile start-up/growth incubator within BAT plc focused on defining and developing a ‘beyond nicotine’ strategy & business in the ‘Wellbeing & Stimulation’ space. In addition, end to end responsibility to create and built a new brand proposition & mix.

Modern Oral’ is an innovative product category delivering Nicotine orally via a new ritual & sensory experience exposing the consumer to less risk than tobacco combustion. Key responsibility was to lead the business exploration, category launch & roll-out in the region.

Commercial marketing responsibility of 3 categories (Pall Mall Cigarettes, Roll Your Own & Loose Tobacco brands) in the DACH cluster. Key task was to harmonize and relaunch as disjointed Pall Mall multi category portfolio and to significantly accelerate share performance vs. competition. Leadership of 3 teams (16 FTE); EBITA responsibility over €145.7mn. Brand Budget €31.5mn.

Pioneering marketing lead in the newly established “Next Generation Products” category with the core objective to propel BAT into the growing Vapor category. Key responsibility was to initiate and own the build of BAT’s global Vapor power brand.

Produktmanagement Marketing