RAI Trade Marketing Services President Mike Auger to Retire

Frank Silva will take over as senior vice president of trade marketing and activation
mike auger reynolds csp
Photograph courtesy of RAI Trade Marketing Services Co.

WINSTON-SALEM, N.C. — Mike Auger, president of RAI Trade Marketing Services Co., will retire in mid-February. Frank Silva, senior vice president of digital marketing and commercial activation, will fill the role under the title of senior vice president of trade marketing and activation.

Auger joined the Winston-Salem, N.C.-based company in 2004 and held several leadership roles before heading up the RAI Trade Marketing organization in early 2015. He led some of the largest acquisitions and mergers in the industry, including the acquisition of Lorillard and the integration of the American Snuff Co. and Santa Fe Natural Tobacco Co. trade teams into the Reynolds organization, the company said.  

RAI Trade Marketing Services supports major tobacco manufacturer Reynolds American Inc., which is an indirect, wholly owned subsidiary of British American Tobacco plc (BAT). In addition to American Snuff and Santa Fe Natural Tobacco, Reynolds American is the U.S. parent company of R.J. Reynolds Vapor Co., R.J. Reynolds Tobacco Co., Modoral Brands Inc. and Kentucky BioProcessing Inc.

Under Auger’s leadership, Reynolds’ trade marketing organization consistently delivered outstanding business results, despite strong headwinds for the industry over the last several years, RAI said.

With his departure, RAI is further integrating its trade marketing team with the digital and commercial activation teams.

Silva is coming into his new role after joining Reynolds in October 2019 and establishing the digital marketing and commercial activation function, bridging the two teams. He has more than 25 years of experience with BATSilva’s leadership and focus on building strong and diverse teams produces excellent results, which he will bring to his new role, RAI said.

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