British American Tobacco hands Robert Goossens marketing director role

British American Tobacco (BAT) has promoted Robert Goossens (pictured) as marketing director in October, according to his LinkedIn. Goossens has been with BAT for over 17 years. Prior to his promotion, Goossens was regional head of consumer marketing for Asia Pacific Middle East from August 2019 to September 2021. He has an array of experience in different markets. Prior to his regional role, he was brand director for the Japanese market. 

He also worked for the company's division in Europe. From May 2014 to May 2017, Goossens was head of brand, digital and consumer engagement marketing for multiple markets, including Switzerland, Austria, Greece, Israel, Malta and Cyprus. In this position, he drove short, mid and long-term business profitability, shared growth and sustainability across cluster with the leadership from digital, brand and consumer engagement teams.

Goossens joined BAT in 2004 as marketing management trainee and received multiple promotions throughout the years. Born in Switzerland, Goossens said he possesses solid experience in the global FMCG market in both marketing and sales, adding that being a strategic and commercial leader, he is passionate for people and defines "challenges as opportunities to win with a sustainable performance-driven mindset."

Previously, BAT filed a patent infringement lawsuit against long-time rival Philip Morris International (PMI). According to a Reuters article, BAT alleged that the tobacco heating technology used in PMI’s IQOS devices infringed its patents and is seeking remedies for damages caused and an injunction on importing the product. The article also said that the lawsuits are directed at the heating blade technology used in IQOS devices, which was BAT's initial version of the technology and is now currently used in its tobacco heating product glo.

BAT has also filed a patent infringement claim with the International Trade Commission (ITC) in the US. Besides PMI, the others being sued in the same claim include Altria Group and its US subsidiary Philip Morris USA, as mentioned in the ITC claim.

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