WINSTON-SALEM, N.C. —Reynolds American Inc. has two new senior leaders within its operating companies.
Shay Mustafa, previously senior vice president of modern oral, was appointed to the role of senior vice president of business communications and sustainability. Leila Medeiros, previously senior vice president of vapor, was appointed to senior vice president for new categories for Reynolds.
Mustafa will serve on the Reynolds management team and on the global business communication and sustainability leadership team where she will lead Reynolds’ corporate communications and environmental, social and governance (ESG) initiatives. She will report to Reynolds’ President and CEO Guy Meldrum.
Mustafa will also help accelerate the delivery of the British American Tobacco (BAT) Group’s A Better Tomorrow corporate purpose, which involves reducing the effects of its global business on health by committing to providing adult consumers a range of less-risky products, among other initiatives.
She has held a variety of positions with the Reynolds companies including leading Newport menthol cigarettes, the Grizzly oral brand and the Velo modern oral brand.
Medeiros’ new role combines the leadership of the Reynolds companies’ Vuse Vapor and Velo Modern Oral brands. She joined the BAT Group in 2001 in Brazil and served in numerous leadership roles before assuming her position in the United States.
Reynolds American, Winston-Salem, N.C., is BAT Group’s U.S. subsidiary. It is the U.S. parent company of R.J. Reynolds Tobacco Co., Santa Fe Natural Tobacco Co. Inc., American Snuff Co. LLC, R.J. Reynolds Vapor Co., Modoral Brands Inc. and Kentucky BioProcessing Inc.