What’s new and exciting in your category?
Modern oral is in apex. It’s exciting to see its potential and how it could ultimately position itself alongside other traditional nicotine items.

What do you love about your category?
The challenges are never-ending. This is not a static category, for sure. I enjoy being able to streamline processes, foresee future trends, establish goals and work toward attaining them, all while knowing that further and continued change is still yet just around the corner. If you aren’t on your toes, you can get left behind.

What trends are you watching? 
There is increased competition for space from an ever-growing number of new brands. It will be important to understand what the customer wants and expects. The nature of the customer as they adopt to new reasons for choice and occasion, or “poly-consumerism” is worth watching.

What are your goals/most looking forward to in 2025?
In a changing landscape, we wish to stay attuned to the customer’s needs. 

What are the biggest challenges the category is facing?
The myriad of initiatives to limit or outright ban certain nicotine items or flavors. These come not only out of the national or federal front, but from within cities and municipalities. There is a lot of work required to understand the breadth and scope of these proposals, and it’s important to ensure that both sides of a given initiative are being fairly heard so that the right thing is being accomplished.