Sharonda (Shay) Mustafa was appointed Senior Vice President and Chief Transformation Officer at Reynolds American Inc. in April 2026. In this role, she leads the Enterprise Transformation function, with responsibility for advancing the company’s transformation agenda, enterprise‑wide strategic planning, and strategic community partnerships that support long‑term business success.
Prior to assuming her current role, Mustafa served as Senior Vice President, Business Communications and Sustainability, where she led corporate communications, change management, and sustainability initiatives across the Reynolds American companies, supporting the acceleration of the global BAT Group’s A Better Tomorrow™ corporate purpose.
With nearly 20 years of experience at Reynolds American, Mustafa has held a range of senior leadership positions across the organization. These include serving as Senior Vice President, Consumer Marketing, where she established and led the Nicotine Pouch business unit, as well as general manager roles for several leading national brands within the organization’s portfolio.
Mustafa’s professional background spans senior leadership roles within Fortune 100 companies and the co‑founding of a technology startup. Her experience includes commercial leadership, brand management, and capability building, enabling her to translate strategy into business outcomes in complex, evolving environments.
Mustafa holds an MBA in Marketing from the University of Tennessee, Knoxville, where she received the Gower Outstanding Leadership Award, and a BA in Business Administration from Rhodes College.
Beyond her corporate accountabilities, Mustafa serves as Chair of the Board of the Reynolds American Foundation and as a board and executive committee member of Greater Winston‑Salem, Inc. She is also a strong advocate for STEM education and early‑stage entrepreneurship.