Panel Discussion: Building trust & growing sales - digital strategies for vape retailers
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.
