How BAT is Revolutionizing Pakistan's Tobacco Industry Ft Johan Vandermeulen | 436 | TBT

Guest Introduction: Joining us today is Johan Vandermeulen, a distinguished leader who rose from Marketing Trainee to Chief Operating Officer at BAT. Starting in 1992, he progressed through key marketing and management roles across Belgium, Turkey, and Russia, notably leading the $1.72 billion acquisition of Tekel. His tenure as Global Brand Director revitalized the Kent brand, including the launch of Kent Nanotek. His 2014 appointment to the Management Board, and subsequent promotion to COO in 2023, underscores his strategic vision and commitment to BAT's A Better Tomorrow™ vision. Holding Masters and MBA degrees from the University of Leuven, Johan combines academic expertise with extensive practical experience. Do not forget to subscribe and press the bell icon to catch on to some amazing conversations coming your way! #thoughtbehindthings #muzamilhasan #johanvandermeulen Socials: TBT’s Official Instagram:   / thoughtbehindthings   Muzamil's Instagram:   / muzamilhasan   Muzamil's LinkedIn:   / muzamilhasan   Johan’s LinkedIn:   / johan-vandermeulen-b69898150   Podcast Links: Spotify: https://spoti.fi/3z1cE7F Google Podcast: https://bit.ly/2S84VEd Apple Podcast: https://apple.co/3cgIkf Jump to your favourite topics using the chapters below: 0:00 Meet Johan Vandermeulen and BAT (British American Tobacco) 02:12 What is the global scale of BAT, and how has it established itself in Pakistan through PTC? 04:48 A Longstanding Partnership? Have BAT and Pakistan Always Been United? 06:10 From Trainee to COO: What's the Story Behind Johan's Career Journey? 09:29 Beyond Traditional Cigarettes: What Does BAT's "Smoke-Free Future" Really Mean? 13:22 The Big Question: Why Doesn't BAT Just Stop Selling Cigarettes Altogether? 16:31 Smokeless Products in Pakistan: Where Does BAT See the Future? 20:04 The Swedish Model: What Can Pakistan Learn from Sweden's Progressive Tobacco Regulations? 22:23 VELO's Performance: How Well is BAT's Nicotine Pouch Doing in Pakistan? 23:37 How Does BAT Address the Cost Barrier for Alternative Products? 24:49 A "Sticky" Organization: What Makes the BAT and PTC Partnership So Enduring? 28:06 Global Talent Pipeline: How Does BAT Cultivate Pakistani Talent for the World 31:16 Global Business Shared Services: What Exactly Is That, and How Does it Impact Pakistan 33:20 Are BAT's Products Made in Pakistan, and what's the Environmental Impact? 36:15 What Are the Biggest Economic Hurdles and Potential Wins for BAT in Pakistan? 39:51 The Shadow Market: How Big of a Threat is Illicit Tobacco Trade Globally? 40:58 Fighting Illicit Trade: What Can Pakistan Learn from Other Countries' Strategies? 43:25 How Does BAT Adapt Through Localization and Innovation? 46:05 Climate Change, Sustainability, and Child Labor: What Are BAT's Commitments 49:13 Looking Ahead: What's BAT's Vision for the Next 5 to 10 Years? 50:58 Ending Note