British American Tobacco PLC announced that Luciano Comin will step down from his role as Chief Marketing Officer and from the Management Board on February 28, 2027, concluding a distinguished 34-year career with the Group. When he leaves, Luciano will have been a member of the Management Board for eight years, including three as Chief Marketing Officer. Pascale Meulemeester will succeed Luciano as Chief Marketing Officer.
Pascale is currently Regional Director, Asia Pacific, Middle East and Africa (APMEA). Pascale will be appointed as Chief Marketing Officer Designate with effect from January 1, 2027 and will assume the role of Chief Marketing Officer on March 1, 2027, continuing as a member of the Management Board throughout. Celina Li will join BAT with effect from September 1, 2026 as Regional Director Designate, APMEA, and will become Regional Director, APMEA and a member of the Management Board with effect from January 1, 2027.
Celina is currently Chief Commercial Officer and General Manager, International & Ingredients at Ocean Spray Cranberries Inc., a global agricultural cooperative where she is a member of the Executive Leadership Team. Prior to joining Ocean Spray in 2021, Celina spent five years at The Coca-Cola Company where she held several senior roles, including Vice President and General Manager, Water and Vice President, Strategy. She previously held a number of roles at Anheuser-Busch InBev and The Procter & Gamble Company.
She began her career with Bain & Company.