Wade Huckabee was appointed to the role of Senior Vice President, Strategy and Transformation at Reynolds American Inc. on January 1, 2024. He is responsible for the development and realization of Reynolds’ U.S. strategy, which is comprised of key commercial, organizational, and regulatory pillars.
Wade joined R.J. Reynolds Tobacco Company in April 2016 as Vice President of Strategy & Planning. He was named Senior Vice President – Marketing in December 2018 and in 2019 assumed the role of General Manager of the Reynolds organization’s Traditional Categories. Wade 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.
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.
