The tobacco industry and the future of vaping in the UAE

Thursday 16th June 16:45 - 17:45

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What is the role for tobacco companies in the vaping sector, the challenges and
opportunities that lie ahead.


  • John Dunne, Director General, UK Vaping Industry Association (UKVIA) and Managing Director of Dyflin Group Consulting

  • Omar Abdellatif, General Manager Lower Gulf, Philip Morris Management Services Middle East Limited
  • Rebecca Haining, Head of External Affairs, BAT Middle East, South Asia and North Africa
  • Fadi Maaytah, Co-Founder and President, ANDS


John Dunne

Director General

UK Vaping Industry Association (UKVIA)

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.

Omar Abdellatif

General Manager Lower Gulf

Philip Morris Management Services Middle East Limited

Omar Abdellatif is the General Manager of Lower Gulf countries at Philip Morris International affiliate based in Dubai, UAE and overseeing the markets of UAE, Oman, Bahrain, and Qatar. In his capacity, held since 2021, Omar plays a vital role in driving the transformation of the Philip Morris business in the region towards a smoke-free future and strengthening the commercial activities of PMI’s innovative scientifically substantiated smoke-free products where commercialised.

Since joining PMI in 2009, Omar has held leadership positions within Markets & Consumer Research in both Switzerland and the UAE as well as Marketing and strategy in Iraq. He has previous experience in large FMCG companies where consumer insight was his main area of focus.

Rebecca Haining

Head of External Affairs

BAT Middle East, South Asia and North Africa

Rebecca Haining is part of the BAT group, a global, multi-category consumers goods business. She has over twenty years of public affairs experience, working internationally for major brands in the FMCG and aviation sectors.

As a key member of the BAT’s Middle East, South Asia and North Africa Area team, Rebecca manages government relations, corporate affairs and ESG integration. In her current role, she is working on engagement campaigns to inform the regulatory environment, establishing a media framework to amplify the company’s activities and ambition, and executing BAT’s sustainability agenda in the region. Drawing on seven years’ experience in the Middle East, Rebecca leads a team across the GCC, Levant, North Africa and South Asia to develop BAT’s cross-functional advocacy strategies on issues such as anti-illicit trade, tobacco harm reduction, excise policy and regulatory frameworks.

Rebecca holds a Bachelor of Economics (Finance), a Graduate Diploma in Applied Finance, and a Master of Business Administration.

Fadi Maayta

Co-Founder and President


Before Becoming the Co-Founder and President of ANDS, Fadi has reached many milestones in his career, most notably as the GM and Chairman of Philip Morris in Jordan and PAA, global sales strategy at PMI HQ in Switzerland, and the head of commercial deployment in KSA. He also earned well-deserved coveted positions in JUUL labs as the Head of Middle East, Africa & Turkey and the Head of EU Travel Retail.


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