Reynolds Announces Two Senior Leadership Appointments

  •     Shay Mustafa – SVP – Business Communications and Sustainability
  •     Leila Medeiros – SVP – New Categories

The BAT Group’s U.S. subsidiary Reynolds American Inc. (Reynolds) today announced the appointment of two senior leaders within its operating companies:

Shay Mustafa, currently Senior Vice President of Modern Oral, will be appointed to the role of Senior Vice President – Business Communications and Sustainability, reporting to Reynolds’ President and CEO, Guy Meldrum. Shay will serve on the Reynolds Management Team and will also serve on the global Business Communications & Sustainability Leadership Team. In this role, Shay will lead Reynolds’ corporate communications and ESG initiatives and help accelerate the delivery of the BAT Group’s A Better TomorrowTM corporate purpose in the US. Shay has successfully held leadership roles within the corporate sector and as co-founder of a technology start up.  Within the Reynolds companies, she has held a range of positions including leading Newport, the #1 selling menthol brand, Pall Mall, the nation’s #1 value brand, Grizzly, the #2 U.S. selling oral brand and standing up the new Modern Oral business unit which includes the VELO brand.

Leila Medeiros, currently Senior Vice President of Vapor, will be appointed to the role of Senior Vice President – New Categories, which combines the leadership of the Reynolds companies’ Vuse Vapor and Velo Modern Oral brands, which are accelerating the journey to deliver A Better TomorrowTM and its focus on moments that matter for adult consumers. Leila joined the BAT Group in 2001 in Brazil and has successfully served in numerous leadership roles in different BAT geographies before assuming her current position in the US.

About Reynolds American Inc.

Reynolds American Inc. is a wholly owned subsidiary of the 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; Modoral Brands Inc.; and Kentucky BioProcessing, Inc. To learn more about Reynolds American Inc. and its operating companies, please visit

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SOURCE Reynolds American Inc.

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