Reynolds American Inc. Announces Appointment of Wade Huckabee as SVP, Strategy & Transformation

Winston-Salem, N.C. (January 3, 2024) – Reynolds American Inc. (Reynolds), the BAT Group’s U.S. subsidiary, is pleased to announce the appointment of Wade Huckabee to the role of Senior Vice President, Strategy and Transformation. In this role, Huckabee will be responsible for the development and realization of the U.S. strategy and serve on the Reynolds American Leadership Team, effective January 1, 2024.

Huckabee joined the Reynolds organization in April 2016 as Vice President of Strategy and Planning, where he oversaw development of the function, including building stronger analytical capabilities and retail insights. He was named Senior Vice President of Combustibles in December 2018 and in 2019 assumed the role of General Manager of the Reynolds organization’s traditional categories.

Huckabee was appointed Global Head of Revenue Growth in 2022, where he was responsible for accelerating the BAT Group’s sales and category objectives in priority markets around the world. In 2023, he became Group Head of Customer and Commercial, adding the development of global trade marketing to his accountabilities.

Prior to joining the Reynolds organization, his extensive experience in other consumer goods categories included roles in strategy and investor relations at Hanesbrands, Inc., and progressive leadership roles in Finance, Revenue & Margin Management, and Strategic Accounts at Keurig Dr Pepper.

In his new role, Huckabee will lead and oversee Reynolds’ strategy, encompassing key pillars related to commercial, organizational, and regulatory strategies. A native Texan, Wade has a Bachelor of Arts in History & English from the University of Texas at Austin and an MBA in Finance from Pepperdine University in Malibu, CA.


About Reynolds American Inc. Reynolds American Inc. is a wholly owned subsidiary of the global BAT Group and the U.S. parent company of R.J. Reynolds Tobacco Company, Santa Fe Natural Tobacco Company, Inc., American Snuff Company, LLC, R.J. Reynolds Vapor Company, and Modoral Brands Inc. To learn more about Reynolds American Inc. and its operating companies, please visit


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