Luciano Comin

Luciano Comin is the Chief Marketing Officer of British American Tobacco (BAT), appointed in September 2024. He began his career at BAT as a Management Trainee in Argentina in 1992 and has since held a wide range of senior marketing and general management roles across multiple regions and business units. His experience includes serving as Marketing Director in Venezuela, General Manager of BAT Mexico, and Regional Head of Marketing for Western Europe, followed by a role as Regional Head of Marketing for Americas and Sub-Saharan Africa (AmSSA). He later joined the BAT Management Board as Regional Director for AmSSA.

Comin subsequently held the positions of Director, Combustibles and then Marketing Director, Combustibles & New Categories from July 2023 before his elevation to Group CMO. He describes BAT as “like a family” and emphasizes the value of diverse international experience, including efforts to combat illicit trade. A proponent of “freedom through responsibility,” one of BAT’s core values, his career reflects deep commitment to the company's transformation agenda toward a smokeless future.