Please note: Global Vape Forum (GVF) runs from 10-12 November, opening a day before World Vape Show Dubai. This gives all attendees the opportunity to attend the conference, without taking up valuable time on the exhibition floor.
Global Vape Forum will take place in the Al Mutaqua Ballroom.
John has a strong background and reputation in the European e-cigarette industry, having held senior executive positions in some of the US and Europe’s biggest companies. As Managing Director of Dyflin Group Consulting, he advises many leading industry analysts, financial institutions and media organisations looking at the vaping and CBD sectors. John is also Director-General and one of the founders of the UK Vaping Industry Association (UKVIA), the UK’s largest vaping Industry association and has advised the UK governments All Party Parliamentary Group on Vaping as well as giving evidence before the UK Science & Technology Committee investigation into the Vaping industry and the Australian Parliaments review on vaping.
John regularly appears on national television, radio as well as national and international print media. John is a popular guest speaker at many of the world’s leading conventions.
Dr. Mark Tyndall is a Canadian physician with specialty training in Internal Medicine (McMaster University), Infectious Diseases (University of Manitoba) and Public Health (Harvard University). He was formerly the Executive Director of the BC Centre for Disease Control and Professor of Medicine at the University of British Columbia. He has over three decades of community-based clinical and research experience and is internationally recognized for his contributions to HIV prevention, harm reduction, human rights, and drug policy reform. He has led programs and research studies around HIV prevention, harm reduction (needle exchange, supervised injection sites), and human rights. He has authored over 250 peer-reviewed publication and presented a 2017 TEDMED talk on harm reduction. His current research and advocacy efforts are focused on accelerating the global transition away from combustible cigarettes to vaping and other safe(r) nicotine products. He is the author of the 2025 book, Vaping: Behind the Smoke and Fears.
Regulatory disruption and shifting trade dynamics now represent the most significant strategic risks facing the nicotine and harm reduction industries. From flavour and disposable bans to new tax regimes, tariffs, import controls and heightened IP enforcement, companies must navigate an increasingly fragmented and unpredictable global landscape.
This panel brings together regulatory, policy and supply chain experts to examine how evolving global regulations and trade policies are reshaping product design, compliance strategies, market access and innovation. Panellists will share practical approaches for building agile, compliant supply chains; adapting packaging, marketing and product portfolios; and managing cross-border and geopolitical risks. The discussion will also highlight the key policy drivers influencing decision-makers today and identify emerging threats and opportunities to watch over the next 12 months—equipping businesses to future-proof operations and sustain harm reduction progress amid ongoing uncertainty.
Session Speakers
John has a strong background and reputation in the European e-cigarette industry, having held senior executive positions in some of the US and Europe’s biggest companies. As Managing Director of Dyflin Group Consulting, he advises many leading industry analysts, financial institutions and media organisations looking at the vaping and CBD sectors. John is also Director-General and one of the founders of the UK Vaping Industry Association (UKVIA), the UK’s largest vaping Industry association and has advised the UK governments All Party Parliamentary Group on Vaping as well as giving evidence before the UK Science & Technology Committee investigation into the Vaping industry and the Australian Parliaments review on vaping.
John regularly appears on national television, radio as well as national and international print media. John is a popular guest speaker at many of the world’s leading conventions.
Founder
& chairman of the Romanian trade association AIV and founder and
board executive at Independent European Vape Alliance (IEVA)
Enthusiastic
proponent of nicotine-based alternatives as a way to combat smoking, he
is committed to making harm-reduction a reality.
As
a board executive, Ciprian has been highly involved in IEVA’s
communication activities and led recruitment and membership management
during the last 7 years, against the background of an ever more complex
EU regulatory landscape. This has given him an unparalleled level of
interaction with main sector players from all over the world, and a deep
understanding of what makes the industry tick.
Lee Bryan is a two-time
international best-selling author and recognised global authority on
regulatory compliance in highly regulated consumer products sectors. He
is the founder and chief executive of Arcus Compliance,
a strategic compliance advisory firm that helps innovative companies in
regulated industries anticipate enforcement risks, interpret complex
regulatory frameworks, and build business systems that withstand
scrutiny.
Lee’s work combines deep regulatory domain expertise
with a practical, commercial mindset. He has guided hundreds of brands
across novel nicotine, consumer electronics, cosmetics, and other
regulated categories through compliance strategy, product launches,
regulatory submissions, and risk mitigation programs.
His books The Compliance Edge: How Disruptive Entrepreneurs Win in Regulated Markets and How Safe Is Your Vape?
have both achieved international best-selling status and are widely
used by regulators, industry leaders, and compliance professionals as
core references on regulatory strategy, risk intelligence, and market
access.
Lee is a frequent speaker at industry conferences
worldwide, including regulatory symposia in North America, Europe, and
Asia. He is known for translating dense regulatory regimes into
actionable business intelligence and for a brutally honest advisory
style that challenges assumptions and drives results.
Based in
London, Lee works with emerging brands and global enterprises alike to
build scalable, defensible compliance architectures and to proactively
manage regulatory change across markets.
Sydney Hiller, Ph.D., specializes in navigating evolving regulatory and scientific challenges in the pharmaceutical, medical device, and consumer products industries across dynamic, global environments. Sydney has a proven track record of success integrating scientific rigor with regulatory strategy to support innovative product development, regulatory submission and market entry, and ongoing compliance in challenging sectors including tobacco harm reduction and cannabis. Her ability to distill intricate scientific concepts into actionable plans has consistently driven success in these high-stakes, regulated environments. Sydney received her Ph.D. in Chemistry from the University of Southern California and her B.A. from New York University. During her studies, she worked under Raphael Mechoulam, commonly known as the father of cannabis research. In addition to her active participation in numerous professional societies, Sydney is passionate about advancing women in STEM fields. She has served as a mentor for both Women in Science & Engineering (WiSE) and Women in Chemistry (WiC) and is a member of Organization of Women in Nicotine and Tobacco (OWNiT).
Retailing vape products is challenging with shifting regulations, consumer trends, and operational pressures. This panel gives retailers practical tools to grow revenue, protect margins, optimize merchandising, train staff, manage multi-store operations, and prevent loss. Panellists share real-world insights on product mix, marketing within compliance, and emerging trends, helping retailers stay agile, competitive, and profitable across the Middle East and global markets.
Session Speakers
With extensive expertise in the Vaping & E-Cigarette sector, Chris Kelly has excelled in senior sales roles spanning Insurance, Leisure, Retail, and Medical industries. Notably, he led the Specialist Retail division at JUUL Labs, shaping UK commercial strategy, and served as the National Sales Manager at British American Tobacco.
In October 2021, leveraging his industry network, he founded Phoenix 2 Retail to forge innovative paths beyond traditional brands. Chris, alongside his adept team and strong network connections, earned the Best New Entrepreneur award at the Tees Business Awards 2022, showcasing remarkable achievements and inspiring leadership for fellow industry enthusiasts. With his excellent reputation and being one of the most seasoned professionals within the industry, Chris aims to now embark into projects that will lead into government steering groups, thus helping to revolutionise the Vaping industry.
Warren
Gell is Sales and Marketing Director at Flavour Warehouse, one of the UK’s
leading FMCG manufacturers in the vaping sector. He is responsible for the
company’s commercial strategy across B2B and B2C channels, overseeing
international sales, brand and product marketing, trade marketing, and category
development. His remit supports the business’s continued expansion across the
UK, Europe, and the Middle East.
Warren
brings more than two decades of experience in FMCG and premium consumer goods,
having held senior commercial roles that span sales, marketing, product, and
category. Throughout his career, he has built a strong track record in opening
new routes to market, strengthening trade partnerships, and aligning commercial
functions behind coherent growth and channel strategies.
Throughout
his career, Warren has worked with well-known British manufacturers such as
Made in Britain, Portmeirion Group, Dartington Crystal, and Wax Lyrical, where
he helped broaden export channels and elevate the profile of British-made
consumer products in international markets.
At
Flavour Warehouse, Warren leads the integration of sales and marketing
disciplines to build a more unified commercial framework, enhance retail
execution, and develop category value across both domestic and export markets.
He is recognised for his strategic approach to commercial operations and his
ability to bridge FMCG sales and marketing to support sustainable international
expansion.
Dr. Mohammed Mueen is the Founder & CEO of Haze Vape, leading market development, retail expansion, and strategic partnerships across the Middle East and North Africa (MENA). A pharmacist by education and entrepreneur by passion, he specializes in business strategy, distribution networks, brand growth, and scaling international consumer brands in emerging markets.
With extensive experience in the alternative nicotine industry, Dr. Mueen works at the intersection of innovation, commercial leadership, and responsible market development. He has represented the industry as a speaker at international events, including the Global Vape Forum at World Vape Show Dubai, sharing insights on market trends, harm reduction, and the future of regulated nicotine products.
Passionate about entrepreneurship, artificial intelligence, retail innovation, and global business, he is committed to building sustainable companies, developing high-performing teams, and creating long-term value through strategic partnerships and technology.
This session will provide an update on the evidence driving safer vaping and alternative nicotine‑delivery products. Speakers will highlight the science and public health research including behavioural and regulatory insights around harm reduction and practical ways to strengthen the connection between scientific evidence, regulatory approaches, and public understanding—helping ensure that adults who smoke have access to accurate, balanced information about the full range of harm-reduction options available to them.
Session Speakers
Sairahis a chartered health psychologist and award-winning stop-smoking clinician with 20 years of experience within the smoking cessation and tobacco harm reduction sector.
She is currently the managing director of Salim-Sartoni Associates(SSA).
A passionate and effective category leader and expert,Sairah provides successful scientific/clinical engagement/project management/regulatory and external affairs support for the vaping industry in addition to providing category training to healthcare professionals onthe evidence base to decrease misinformation and increase confidence in vaping as a stop smoking tool.
More recently she has supported the onboarding of clients onto the Swap to Stop platform and is excited to be part of a national programme that focuses on giving the most vulnerable smokers in our society a potential exit from tobacco. She is an accomplished advocate and public speaker on tobacco harm reduction with the inspirational goal of leaving no smoker behind.
Ian is an independent consultant with expertise in regulatory and scientific aspects of nicotine and tobacco products. His consulting work encompasses clinical and behavioural studies of tobacco and nicotine products for regulatory submissions in the US and Europe, and he has a wealth of experience of both consumer goods and medicinal licensing submissions. His 17 years working in the Tobacco Harm Reduction arena has included roles as Senior Director of Clinical and Regulatory Affairs EMEA with JUUL Labs, Director of Tobacco Research with Celerion, and Principal Scientist and Head of Clinical Research at British American Tobacco. As well as his consulting, Ian is a Scientific Advisory Board Member with Qnovia, a medtech startup seeking authorisation for a novel NRT in the UK and the US, and is also an Independent Non-Exec Director with Advanced Inhalation Rituals (AIR), a global shisha manufacturer.
Christopher Russell, Ph.D. is a behavioural scientist and Director of Russell Burnett Research and Consultancy Ltd (RBRC), Glasgow, United Kingdom. Dr Russell leads the design, conduct, and reporting of perception and behavioural research studies of reduced-risk tobaccoand nicotine products, including electronic nicotine delivery systems (ENDS, vaping products), heated tobacco products, and modern oral products (e.g., nicotine pouches, film strips). RBRC’s studies are designed to inform regulatory evaluations of the potential impact of marketing a new tobacco/nicotine product on future tobacco use behaviour and population health.
Rachael
Trimpert Schmidt, CAPT, USPHS (Ret.), is a former senior officer with
the U.S. Food and Drug Administration’s Center for Tobacco Products and a
regulatory strategy advisor with more than two decades of experience in
federal public health, laboratory compliance, and tobacco product
regulation. As Assistant Director for Laboratory Compliance and
Coordination at FDA, she led national initiatives supporting
implementation and enforcement of the Family Smoking Prevention and
Tobacco Control Act.
During
her tenure at FDA, CAPT Schmidt established and coordinated the
agency’s tobacco regulatory laboratory framework and oversaw product
testing and compliance programs. Her work spanned premarket application
reviews, post-market surveillance, adverse event assessments, and the
development of tobacco product standards, requiring continuous
coordination across FDA centers, federal agencies, and international
regulatory bodies.
Drawing
on an extensive professional network developed through years of senior
regulatory service, CAPT Schmidt provides strategic advisory support
informed by deep institutional knowledge and real-world regulatory
insight. She advises a number of organizations navigating complex,
high-stakes regulatory, enforcement, and compliance challenges within
the tobacco and nicotine sector.
John has a strong background and reputation in the European e-cigarette industry, having held senior executive positions in some of the US and Europe’s biggest companies. As Managing Director of Dyflin Group Consulting, he advises many leading industry analysts, financial institutions and media organisations looking at the vaping and CBD sectors. John is also Director-General and one of the founders of the UK Vaping Industry Association (UKVIA), the UK’s largest vaping Industry association and has advised the UK governments All Party Parliamentary Group on Vaping as well as giving evidence before the UK Science & Technology Committee investigation into the Vaping industry and the Australian Parliaments review on vaping.
John regularly appears on national television, radio as well as national and international print media. John is a popular guest speaker at many of the world’s leading conventions.
This session brings together legal and regulatory experts, public health researchers, industry innovators, and consumer advocates to explore how the Middle East can advance safer nicotine products. Panellists will discuss market trends, the rise of novel nicotine alternatives, evolving regulatory and taxation strategies, enforcement challenges, and regional public health priorities. The session will consider scientific evidence for harm reduction in a regional context and identify concrete steps to improve access to harm-reduction products and accelerate the transition toward a smokefree future in the GCC.
Session Speakers
Manoj researches drinks and tobacco, dairy products and alternatives,
and non-alcoholic drinks for markets in the Middle East. He also writes
content promoting insights and thought leadership discussion.
Manoj advises clients across the GCC on his focus industries, with a special interest in different consumer behaviour patterns across the region's dynamic economic landscape. Manoj has over 14 years of experience in research, having previously worked in B2B regionally in the Middle East and North Africa, and locally, on the client side with Al Ain Dairy supporting in sales reporting and strategic decision-making.
Christopher Russell, Ph.D. is a behavioural scientist and Director of Russell Burnett Research and Consultancy Ltd (RBRC), Glasgow, United Kingdom. Dr Russell leads the design, conduct, and reporting of perception and behavioural research studies of reduced-risk tobaccoand nicotine products, including electronic nicotine delivery systems (ENDS, vaping products), heated tobacco products, and modern oral products (e.g., nicotine pouches, film strips). RBRC’s studies are designed to inform regulatory evaluations of the potential impact of marketing a new tobacco/nicotine product on future tobacco use behaviour and population health.
When I first launched Yalla, my vision was to create a vape brand that truly represented the Middle East—a brand we could proudly call our own. I wanted it to reflect the region’s rich culture, vibrant society, and growing success, while offering something unique and innovative in the market. Our core mission is to help people quit smoking by offering a range of alternative nicotine delivery products. We don’t see ourselves as just a vape brand, but rather as an alternative nicotine solutions provider. We’re constantly exploring innovative ways to support people in their journey to quit smoking.
The nicotine pouch category has seen huge volume growth. However regulation, consumer behaviour and market maturity vary widely by region (Europe, US, Middle East, Asia). What works in one market may not in another. This session will explore the latest evidence and relative risk around these products. How are brands capturing emerging demands and adapting product formats, marketing, regulatory compliance to each region while leveraging scale where possible?
Session Speakers
Tim Phillips is the Founder of Tamarind Intelligence, a global independent market and regulatory intelligence service providing data for businesses operating in a number of fast-moving consumer sectors facing regulatory change, including vape, cannabis and tobacco alternatives. Tamarind Intelligence provides market leading insights and regulatory tracking for clients ranging from governments and academic institutions to multinational companies and professional service providers.
Phillips is a UK-qualified attorney, having worked at the European Commission, international law firm Herbert Smith Freehills, media companies BSkyB and AOL, and Betfair (now Flutter Entertainment), where he ran global public affairs as the company went through its IPO. He was also a partner in a New York venture capital-funded start-up in the diamond sector. Tim holds a postgraduate diploma in legal practice from the University of Law, London and a masters degree in geology from Oxford University. He has run Tamarind Intelligence for the past 11 years.
Sydney Hiller, Ph.D., specializes in navigating evolving regulatory and scientific challenges in the pharmaceutical, medical device, and consumer products industries across dynamic, global environments. Sydney has a proven track record of success integrating scientific rigor with regulatory strategy to support innovative product development, regulatory submission and market entry, and ongoing compliance in challenging sectors including tobacco harm reduction and cannabis. Her ability to distill intricate scientific concepts into actionable plans has consistently driven success in these high-stakes, regulated environments. Sydney received her Ph.D. in Chemistry from the University of Southern California and her B.A. from New York University. During her studies, she worked under Raphael Mechoulam, commonly known as the father of cannabis research. In addition to her active participation in numerous professional societies, Sydney is passionate about advancing women in STEM fields. She has served as a mentor for both Women in Science & Engineering (WiSE) and Women in Chemistry (WiC) and is a member of Organization of Women in Nicotine and Tobacco (OWNiT).
Consumers are increasingly using multiple nicotine products — cigarettes, vaping devices, oral nicotine pouches, smokeless tobacco, and heated tobacco. This panel explores the implications of poly use for tobacco harm reduction, product strategy, and retail growth. Experts will share insights on switching patterns and risk profiles across nicotine products, opportunities for retailers, distributors, and manufacturers in a multi-category market, aligning product portfolios with harm reduction goals as well as key research priorities and regulatory trends to watch. Gain practical strategies to navigate a multi-product landscape, engage consumers, and drive business growth responsibly.
Session Speakers
Sairahis a chartered health psychologist and award-winning stop-smoking clinician with 20 years of experience within the smoking cessation and tobacco harm reduction sector.
She is currently the managing director of Salim-Sartoni Associates(SSA).
A passionate and effective category leader and expert,Sairah provides successful scientific/clinical engagement/project management/regulatory and external affairs support for the vaping industry in addition to providing category training to healthcare professionals onthe evidence base to decrease misinformation and increase confidence in vaping as a stop smoking tool.
More recently she has supported the onboarding of clients onto the Swap to Stop platform and is excited to be part of a national programme that focuses on giving the most vulnerable smokers in our society a potential exit from tobacco. She is an accomplished advocate and public speaker on tobacco harm reduction with the inspirational goal of leaving no smoker behind.
Dr. Marina Murphy is Senior Director of
Scientific Affairs at Haypp Group, where she leads scientific
communications and public health advocacy to support tobacco harm
reduction. With over 20 years’ experience, she has held senior roles at
Juul Labs, British American Tobacco, and ANDS, focusing on translating
complex science into accessible, evidence-based narratives. Marina is a
passionate advocate for transparent science communication and sound
regulatory frameworks that support public health. A vocal proponent of
evidence-based policy, she regularly addresses misinformation around
nicotine products.
Marina holds a Ph.D. in chemistry from the
National University of Ireland, Galway and a Masters in Science
Communication for Dublin City University, Ireland.
Expertise
Tobacco Harm Reduction
Public Health Advocacy
Scientific Communications
Regulatory Affairs
Dr Sudhanshu Patwardhan is a British-Indian U.K.-licensed medical doctor, passionate about health tech innovation in tobacco cessation and cancer prevention. For the past two decades, Sud has lived and worked in three continents, holding senior roles in research, strategy, and policy in the pharmaceutical and nicotine industries, and health tech startups. Sud splits his time between the U.K. and South Asia on projects that address the unmet health needs of the most disadvantaged tobacco users.
John has a strong background and reputation in the European e-cigarette industry, having held senior executive positions in some of the US and Europe’s biggest companies. As Managing Director of Dyflin Group Consulting, he advises many leading industry analysts, financial institutions and media organisations looking at the vaping and CBD sectors. John is also Director-General and one of the founders of the UK Vaping Industry Association (UKVIA), the UK’s largest vaping Industry association and has advised the UK governments All Party Parliamentary Group on Vaping as well as giving evidence before the UK Science & Technology Committee investigation into the Vaping industry and the Australian Parliaments review on vaping.
John regularly appears on national television, radio as well as national and international print media. John is a popular guest speaker at many of the world’s leading conventions.
John has a strong background and reputation in the European e-cigarette industry, having held senior executive positions in some of the US and Europe’s biggest companies. As Managing Director of Dyflin Group Consulting, he advises many leading industry analysts, financial institutions and media organisations looking at the vaping and CBD sectors. John is also Director-General and one of the founders of the UK Vaping Industry Association (UKVIA), the UK’s largest vaping Industry association and has advised the UK governments All Party Parliamentary Group on Vaping as well as giving evidence before the UK Science & Technology Committee investigation into the Vaping industry and the Australian Parliaments review on vaping.
John regularly appears on national television, radio as well as national and international print media. John is a popular guest speaker at many of the world’s leading conventions.
This session examines the next generation of vaping products and the technologies shaping their development. Data-driven insights and new technologies are enabling greater device personalization, improved safety features, and more sustainable products. A panel of leading manufacturers and industry experts will discuss innovations aimed at restricting youth access, meeting adult consumer needs, and advancing users along the harm-reduction continuum.
Session Speakers
Dr. Pete Gibbons is the Business Development Director at Labstat International. Pete is a chemist by training with extensive experience in New Category Nicotine Products, aerosol science and analytical chemistry. He is a frequent contributor to the development of European (CEN) and worldwide (ISO) standards and actively participates in Coresta. His previous positions include Head of Reduced Risk Product Analysis at Hall Analytical (Manchester, UK) and Head of Technical for a major Independent UK ENDS business. Prior to joining the Nicotine Product industry in 2015, Pete enjoyed a successful career as a drug discovery expert.
Pete Lomas is the Founder of Capseca Limited – a Product Development Consultancy specialising in Next Generation Products (NGP) within the nicotine industry. He assists his clients with concept generation, prototyping, evaluation, Intellectual Property, Regulatory compliance, and manufacturing of NGP products.
Pete has a background in Electro-Mechanical Engineering, having worked in Product Development for nearly 30 years. He has specialised in NGP Product Development for the last eight years, initially spending four years at Imperial Brands leading the engineering team working on NGP device development (including Blu and Pulze devices). Pete spent a further two years as Managing Consultant at Broughton Life Sciences, assisting clients in developing their nicotine delivery products to be compliant with regulatory requirements (PMTA, TPD, MAA).
Pete is passionate about Product Development and finding novel and innovative solutions to engineering problems. He believes in questioning and challenging everything, constantly striving for improvement. As a result, he is named as inventor on over 100 published patent applications, the majority of which are in the NGP field.
When I first launched Yalla, my vision was to create a vape brand that truly represented the Middle East—a brand we could proudly call our own. I wanted it to reflect the region’s rich culture, vibrant society, and growing success, while offering something unique and innovative in the market. Our core mission is to help people quit smoking by offering a range of alternative nicotine delivery products. We don’t see ourselves as just a vape brand, but rather as an alternative nicotine solutions provider. We’re constantly exploring innovative ways to support people in their journey to quit smoking.
Maryna Gudym is the Business Development Director at Wingle Group Electronics Limited, a market and business intelligence consultancy specializing in Reduced Risk Products (RRP). She focuses on market trends and developments across the RRP landscape, monitoring and analysing emerging technologies, innovative devices, and next-generation solutions. Her work supports strategic decision-making through data-driven insights, competitive intelligence, and forward-looking market prognosis.
In parallel, Maryna has spent five years leading sales for Wingle’s vape-testing initiative, delivering industry-tailored analytical solutions and vaping equipment. She has worked closely with manufacturers and R&D teams on operational testing of diverse devices and systems, supporting product development, performance validation, and regulatory readiness.
Ross Donovan is the Global Head of Commercialization for eVapor at Philip Morris International (PMI), where he leads the global rollout and scaling of next-generation, smoke-free products. With over 17 years of international experience spanning business leadership, strategy, and finance, he has a proven track record of driving growth, innovation, and transformation in dynamic and fast-evolving markets.
Since joining PMI in 2014, Ross has played a pivotal role in advancing the company’s transformation toward a smoke-free future. He has held senior leadership positions across Switzerland, Morocco, the United Arab Emirates, and Kuwait, gaining broad exposure to diverse markets and operating environments. Most recently, as General Manager of Kuwait, he led the successful launch of IQOS ILUMA and VEEV, positioning the market at the forefront of PMI’s multi-category smoke-free ambitions. Prior to this, as Head of Strategy for the Maghreb cluster, he drove a significant business and organizational transformation to prepare for the introduction of smoke-free products.
Before joining PMI, Ross began his career at Procter & Gamble, where he held roles of increasing responsibility in finance and strategy across multiple product categories. During his tenure, he played a pivotal role in the launch of Oral-B toothpaste and toothbrushes across Europe, the Middle East, and Africa.
Ross holds a Master of Arts in Economics and Management from the University of Oxford, graduating with first-class honours. He is passionate about talent development and is an active mentor, committed to nurturing the next generation of leaders within the organization.
In a rapidly evolving market, vape retailers play a key role in improving access to lower-risk products for smokers. This panel of brand marketing experts shares practical strategies for digital marketing, e-commerce, and customer engagement while maintaining responsible messaging. Learn how to reach the right audience, build a trusted online brand, measure ROI, and drive repeat sales — all with compliance and public health responsibilities in mind.
Session Speakers
Andrew Koh is a seasoned
branding and marketing leader with over 16 years of experience across diverse
industries, supported by academic credentials from Harvard Business School,
Victoria University, and Deakin University. Originally from Malaysia, he joined
AIRSCREAM inspired by its bold vision and authentic commitment to innovation
and community impact. His career is defined by purpose-driven initiatives—from
supporting smoking cessation and youth engagement to empowering communities
through creative partnerships. At AIRSCREAM, Andrew plays a pivotal role in
shaping public understanding of the vaping industry by championing responsible
practices, education, and progressive regulatory frameworks. A lifelong LEGO
enthusiast and strategic thinker, he brings a blend of imagination, integrity,
and leadership that helps position AIRSCREAM as a socially conscious brand for
the future.
Warren
Gell is Sales and Marketing Director at Flavour Warehouse, one of the UK’s
leading FMCG manufacturers in the vaping sector. He is responsible for the
company’s commercial strategy across B2B and B2C channels, overseeing
international sales, brand and product marketing, trade marketing, and category
development. His remit supports the business’s continued expansion across the
UK, Europe, and the Middle East.
Warren
brings more than two decades of experience in FMCG and premium consumer goods,
having held senior commercial roles that span sales, marketing, product, and
category. Throughout his career, he has built a strong track record in opening
new routes to market, strengthening trade partnerships, and aligning commercial
functions behind coherent growth and channel strategies.
Throughout
his career, Warren has worked with well-known British manufacturers such as
Made in Britain, Portmeirion Group, Dartington Crystal, and Wax Lyrical, where
he helped broaden export channels and elevate the profile of British-made
consumer products in international markets.
At
Flavour Warehouse, Warren leads the integration of sales and marketing
disciplines to build a more unified commercial framework, enhance retail
execution, and develop category value across both domestic and export markets.
He is recognised for his strategic approach to commercial operations and his
ability to bridge FMCG sales and marketing to support sustainable international
expansion.
📍MENA's Leading Vape Influencer &Business Consultant🏆Award-Winning Vape Expert 23 & 24🚀Helping Brands Grow & Dominate theVape Industry
Mr. Waqas Khan is a senior executive with over 20 years of prolific
experience leading global roll outs for Fortune 500 companies including
BAT, Juul Labs, Etisalat, Telenor and Ooredoo. He has led teams to
launch and grow brands across 3 continents across varied sectors
including consumer packaged goods, telecommunications, mobile device,
broadband, med-tech and fintech sectors. Mr. Khan has also cofounded 3
startups, the most of recent of which, LIX Innovations Inc, was acquired
by ITG brands USA in a multimillion-dollar deal in 2023. He now serves
as the Global CEO of NEVCORE Innovations Inc, the brand owners of the
newly launched USA FDA accepted, revolutionary nicotine pouch, CLEW.
Founder
& chairman of the Romanian trade association AIV and founder and
board executive at Independent European Vape Alliance (IEVA)
Enthusiastic
proponent of nicotine-based alternatives as a way to combat smoking, he
is committed to making harm-reduction a reality.
As
a board executive, Ciprian has been highly involved in IEVA’s
communication activities and led recruitment and membership management
during the last 7 years, against the background of an ever more complex
EU regulatory landscape. This has given him an unparalleled level of
interaction with main sector players from all over the world, and a deep
understanding of what makes the industry tick.
John has a strong background and reputation in the European e-cigarette industry, having held senior executive positions in some of the US and Europe’s biggest companies. As Managing Director of Dyflin Group Consulting, he advises many leading industry analysts, financial institutions and media organisations looking at the vaping and CBD sectors. John is also Director-General and one of the founders of the UK Vaping Industry Association (UKVIA), the UK’s largest vaping Industry association and has advised the UK governments All Party Parliamentary Group on Vaping as well as giving evidence before the UK Science & Technology Committee investigation into the Vaping industry and the Australian Parliaments review on vaping.
John regularly appears on national television, radio as well as national and international print media. John is a popular guest speaker at many of the world’s leading conventions.
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