Pavel Sukhanov in

Pavel Sukhanov

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Global Lead – Portfolio Strategy, Planning & Marketing Transformation (Director Grade) at BAT
📍 London, England, United Kingdom

Pavel is a global marketing director at BAT with 15 years of experience scaling consumer brands across Europe and Asia. He specializes in brand building, portfolio strategy, and transforming marketing planning with AI-enabled automation. He holds a Masters degree from SKEMA Business School.

Outside of his core marketing role, Pavel is interested in the intersection of data science and human decision-making. He draws inspiration from different cultures, such as the Japanese philosophy of quality, and enjoys reading books on topics like cognitive science and algorithms.

He learned from his time in Tokyo that quality can be a culture, not just a KPI.

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Experience
16 Years
Current Role
Global Lead – Portfolio Strategy, Planning & Marketing Transformation (Director Grade)
Job Level
Mid-senior
Location
London, England, United Kingdom
Personality Overview

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Priorities

Topics Pavel cares about

AI in Marketing
He actively posts about how AI is changing consumer behavior and believes asking the right questions is now the most critical skill for leveraging artificial intelligence effectively.
Marketing Transformation
His current role involves leading the transformation of BAT's annual strategic marketing planning process, moving from offline methods to a connected, data-driven system.
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Career

Work history

4-2025
Global Lead – Portfolio Strategy, Planning & Marketing Transformation (Director Grade)
BAT
4-2023 - 4-2025
Head of Consumer Experience – Vapour & Modern Oral
BAT
6-2022 - 4-2023
Area Group Brand Manager – Asia Pacific & Global Travel Retail
BAT
2-2021 - 6-2022
Head of New Categories
BAT
1-2020 - 2-2021
Head of Consumer Strategy
BAT
In the press

Media appearances

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Education
8-2008 - 6-2010
Master's degree
SKEMA Business School
8-2004 - 6-2008
Bachelor's degree
De Haagse Hogeschool / The Hague University of Applied Sciences
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

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