Wade Huckabee, SVP of Strategy & Transformation at Reynolds American, was named to Consumer Goods Technology’s 2025 Visionaries list for his leadership in driving change throughout the organization.
The Visionaries list recognizes trailblazing executives from leading consumer goods organizations who are taking measured, strategic approaches to advance transforming business operations in efficient, sustainable ways.
Since 2024, Wade has led the charge to anticipate our organization’s future needs, execute a three-year rolling plan, and operationalize it in ways that have yielded business results and enabled investments in the organization’s brands and people. Under Wade’s leadership, we have made great progress towards the goal of becoming a predominately smokeless organization by 2035. Specifically, through his oversight of a multi-year plan, his efforts to advance solid business strategies and increase stakeholder engagement have led to accelerated growth in smokeless categories, with our companies’ nicotine pouch and vapor products leading market share and revenue gains.
As the organization enters 2026, Wade has announced plans to evolve and expand the strategy into future years, further reinforcing our organization’s commitment to innovation, responsibility, and transformation.
To better understand how these ambitions come to life, Wade shared insight into the organization’s vision for the future and his leadership approach in a recent Consumer Goods Technology feature. His perspective underscores why he was selected as a 2025 Visionary.
An excerpt from the feature is included below. The full article can be read on ConsumerGoods.com.
Biggest Accomplishment
Huckabee led the Reynolds American organization through a transformation during its 150th anniversary, which commemorates the founding of R.J. Reynolds Tobacco Co. in 1875. Since 2024, he has reflected on the company’s history while shaping its future strategy, emphasizing quality growth, sustainability and a dynamic business model. “With an ambition to become a primarily smokeless business by 2035, I’m honored to help lay the foundation that will shape the organization’s next 150 years.”
Maintaining an Innovation Mindset
Huckabee believed the most effective way he has seen organizations scale innovation is by developing direct channels that empower employees to share their ideas. “Innovation doesn’t come from the top down; it’s cultivated through a culture that values curiosity, collaboration and continuous improvement. By fostering open dialogue and creating space for new thinking, we unlock more efficient ways of working, drive stronger business results, and accelerate our transformation agenda.” He believes that people can be an organization’s greatest source of innovation, and empowering them is essential for ongoing success.
2026 Tech Priorities
Reynolds American companies are focusing on providing adult smokers with alternative nicotine products that carry potentially lower risks, and investing in its manufacturing capabilities to support the growth of smokeless products. “I believe the most impactful tech investments this year will be in ultra-high-speed manufacturing — manufacturing technologies like AI-enabled optical quality assurance and workforce upskilling.” Reynolds American companies created 800 new jobs in 2024 and 2025 alone and is aiming to provide innovative tools and training to future-proof its workforce as it continues to grow.