Lily Raissi-Dehkordy

Evaluator
DISC Type : Cds

Area Strategic Brand Director – Western Europe | VELO – Modern Oral (Fastest Growing Brand) at BAT

London, England, United Kingdom

Overview

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.

Personality Overview

Fast But Analytical

Hard To Convince

Quality Focused

They focus on the results, but can still be quite procedural and analytical about how to get there  They have a unique set of diverse traits where they are decisive and methodical but can sometimes be extra cautious and skeptical They are not very likely to become strong advocates of your product or service

Topics They Care 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.
Consumer-Focused Strategy
Ensures that all product innovation is driven by consumer insights to maximize market adoption, commercial success, and brand loyalty.

Media Appearances

Lily has no verified media appearances

Work History

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

Education

2004 - 2007
BSc from King's College London
International Baccalaureate from Southbank International School

More Information

Social Presence :

Prographics :

Exp : 7 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Area Strategic Brand Director – Western Europe | VELO – Modern Oral (Fastest Growing Brand) at BAT
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Insights For Selling To Lily

During A Call Or A Meeting

DO's

  • Showcase how you can impact results but also make sure that you share detailed information too
  • Help them see both - the ‘big picture’ impact and the ROI of the investment
  • Be prepared for comments or questions that are critical of your product or your claims

DONT's

  • Don’t nudge them to do something by using the logic that others have done the same
  • Avoid inviting them for any social interactions until you have built some rapport with them
  • Avoid self-deprecating references or general informality, it could decrease their trust in you

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lily is

  • ROI matters the most to them, followed by process and finally proof of results
  • Will you ever get a clear answer from Lily

  • They might hesitate a little, but will go ahead and say no when necessary (or asked)

Insights For Deal Planning

    How fast (or slow) will Lily move?

  • They are unlikely to move very fast, especially when it comes to new products or services
  • Can Lily take some risk or not?

  • They have relatively low risk-appetite and are not very likely to go for something unproven and risky

You And Lily

Personality Compatibility


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