British American Tobacco: Promoting Innovation and Integrity for a Smokeless Future

British American Tobacco (BAT), led by CEO Tadeu Marroco, is integrating Strategy, discipline, and dedication to change the oldest consumer goods industry globally. The company’s top global marketing leader is Kingsley Wheaton, who serves as Chief Strategy & Growth Officer and oversees group marketing and brand strategy across BAT.

 

British American Tobacco’s Group-level technology lead role is held by Javed Iqbal, who serves as Director of Digital and Information (the company’s de facto global CIO function), overseeing cloud, data/AI, and enterprise technology strategy across BAT’s markets.

 

With a workforce of 48,000+ employees representing over 140 nationalities, BAT operates across three key regions — the U.S., Americas & Europe (AME), and Asia-Pacific, Middle East & Africa (APMEA) — serving adult consumers in over 180 markets.

 

In 2024, the Group reported total revenue of £25.9 billion, with Smokeless products accounting for 17.5% of sales. As part of its ambition to become a primarily Smokeless business by 2035, BAT continues to invest in science-led invention, sustainability, and digital innovation to build A Better Tomorrow™ — one where adult customers can switch to low-risk alternatives.

 

Innovative Transformation

For BAT, innovation isn’t just a product strategy — it’s the foundation of its shift. In addition to its core combustibles segment, the company’s multi-category product line includes Vapor, Heated, Modern Oral, and Traditional Oral products. 

 

Omni™, a science-supported platform that compiles more than 10 years of Tobacco Harm Reduction (THR) data, is central to this shift. It demonstrates the company’s dedication to open communication and transparency in creating a smokeless world. 

 

With scientific leadership, BAT’s corporate venture capital program, Btomorrow Ventures, is financing innovative businesses in the fields of sustainable technology, inspiration, and health. Innovation is a dynamic, ever-evolving aspect of BAT’s DNA, driven by this constant investment cycle, testing, and scale.

 

Marketing in Motion: Responsibility Meets Relevance

The brand’s guiding principles—accountability, data-driven decision-making, and global reach—are reflected in the company’s marketing efforts. The Responsible Marketing Code, a framework that ensures all interactions are adult-focused, upfront, and aligned with the company’s branding & marketing strategy, is at the heart of this principle.

 

BAT’s brand messaging strategy shifts from traditional tobacco marketing toward a digital-first ecosystem. With strategies combining technology, design, and emotion, the company’s leading brands — including Vuse, Velo, and glo — are being positioned as products and lifestyle statements.

 

These brands are all based on the idea of responsible innovation that resonates emotionally. The company can comprehend changing behaviors and predict trends because every product launch, creative campaign, and collaboration is supported by real-time customer insights and digital analytics. 

 

The Power of Meaningful Branding

BAT’s global brand transformation is not just about diversification but also about changing how the company communicates its purpose. Through its “Building a Smokeless World” narrative, the organization has created a category-defining message that blends science with empathy and corporate accountability with human relevance.

 

This shift is visible across its communication — from multi-channel retail experiences and digital platforms to sustainability messaging. The company’s strategy has evolved from product-centric to purpose and audience-centric, creating resonance across markets.

 

By positioning its brands as part of a societal development — not just a commercial change — BAT is reclaiming creative ownership in an industry that historically operated behind regulatory barriers. It now communicates progress rather than selling goods.

 

Technology as a Branding Core

The success of BAT’s branding and marketing is made possible by digital transformation. The digital hubs and innovation labs utilize AI, consumer insights, and forecasting to enhance creative production, identify customer demands, and personalize interactions.

 

Its direct-to-consumer and e-commerce platforms facilitate easy access and feedback processes, which allow the brand to adapt to the changing mood of its customers. Internally, integrated data ecosystems ensure that development, branding & marketing, and product development work together smoothly, increasing innovation and maintaining storytelling.

 

BAT’s transformation from a tobacco manufacturer to a consumer technology powerhouse where science, design, and purpose come together is made possible by this interconnected digital platform.

 

Brand Values and the Hope of A Better Tomorrow

BAT’s transformation is guided by six corporate values: Bold, Fast, Empowered, Diverse, Responsible, and Sustainable. The company’s aim of building a Smokeless World aligns with its sustainability priorities across five focus areas: Tobacco Harm Reduction, Climate, Nature, Circularity, and Communities.

 

Insights of BAT

British American Tobacco’s journey is no longer about cigarettes — it’s about change, science, and societal impact. BAT is creating a future where adult customers have more options and the company operates with integrity and purpose through data-driven innovation, responsible marketing, and systematic operations.

 

The question now is not whether BAT can make the shift, but rather how well it can reshape the world of nicotine while staying true to its goal of providing a Better Tomorrow for all.