Lily Raissi-Dehkordy in

Lily Raissi-Dehkordy

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Area Strategic Brand Director – Western Europe | VELO – Modern Oral (Fastest Growing Brand) at BAT
📍 London, England, United Kingdom

Senior Global Director at BAT with over 17 years in regulated FMCG, leading innovation for the Vuse brand, which she helped launch in over 60 markets. Described by colleagues as a creative, driven, and sharp leader, she holds a BSc from Kings College London and focuses on brand growth.

She is a co-inventor on a US patent for an electronic cigarette design, granted in 2017 while she was with Nicoventures Holdings Limited.

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Experience
7 Years
Current Role
Area Strategic Brand Director – Western Europe | VELO – Modern Oral (Fastest Growing Brand)
Job Level
Mid-senior
Location
London, England, United Kingdom
Personality Overview

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Priorities

Topics Lily cares about

Regulated Product Innovation
Leads the Vuse product pipeline, developing cutting-edge, potentially reduced-risk products for adult consumers within highly regulated global markets.
Global Brand Expansion
Specializes in international growth, having successfully launched and scaled the Vuse vape brand across more than 60 markets worldwide.
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Career

Work history

7-2025
Area Strategic Brand Director – Western Europe | VELO – Modern Oral (Fastest Growing Brand)
BAT
10-2018 - 8-2025
Global Category Director and Product Development - #1 Global Vape Brand
BAT
5-2018 - 10-2018
Vapour Portfolio Strategy Director - Electronic Devices
BAT
In the press

Media appearances

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Education
2004 - 2007
BSc
King's College London
International Baccalaureate
Southbank International School
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

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