# British American Tobacco plc names management board changes in marketing and APMEA roles

- Link: https://www.directorstalkinterviews.com/british-american-tobacco-plc-names-management-board-changes-in-marketing-and-apmea-roles/4121259495
- Published: 2026-08-06T07:09:47+01:00
- Author: Ethan Davis

**[British American Tobacco Plc](https://www.directorstalkinterviews.com/ftse-company/british-american-tobacco/bats.l)**(
[LON:BATS](https://www.directorstalkinterviews.com/company/british-american-tobacco/bats.l))
has announced that Luciano Comin will step down from his role as Chief Marketing
Officer and from the Management Board on 28 February 2027, concluding a 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 1 January
2027 and will assume the role of Chief Marketing Officer on 1 March 2027, continuing
as a member of the Management Board throughout.

Celina Li will join BAT with effect from 1 September 2026 as Regional Director Designate,
APMEA, and will become Regional Director, APMEA and a member of the Management Board
with effect from 1 January 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.

Commenting on the changes, Chief Executive, Tadeu Marroco, said:

“Luciano has made a significant contribution to BAT over the course of his lengthy
career. Most recently Luciano has played a critical role in advancing BAT’s transformation
through strengthening our brand, innovation and consumer-focused capabilities. He
leaves BAT with our sincerest gratitude and I wish him and his family all the very
best for the future.”

“I look forward to working with Pascale as she succeeds Luciano as Chief Marketing
Officer. Since joining BAT, Pascale has made a strong contribution to the Management
Board. Through her leadership of the APMEA Region she has demonstrated deep expertise
in building brands at scale, a strong understanding of evolving consumer trends 
and preferences and how these combine to deliver quality growth. These qualities,
combined with her general management experience and people leadership strength, 
make her ideally suited to lead our marketing function as we continue to deliver
our strategic transformation.”

“I am also delighted to welcome Celina to British American Tobacco. Celina brings
international leadership experience and a proven track record of driving growth 
in consumer businesses. She has successfully led large-scale business transformations,
delivered sustainable revenue growth and strengthened profitability across businesses
in North America, Latin America, Europe and Asia-Pacific. Her strategic insight,
commercial acumen and consumer focus will be key assets as we continue to strengthen
our business across APMEA.”

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