Dimitris Iatridis has been appointed as the new sales director of BAT Hellas, taking on the responsibility for the company's commercial strategy and growth in the Greek market. Iatridis has been a part of BAT since 2011 and has held various leadership positions in marketing, commercial, and financial departments. His extensive experience covers several markets, including Greece, Cyprus, Israel, Italy, and Malta, enhancing his understanding of different market dynamics.

In his previous role as Country Manager, Iatridis effectively contributed to boosting the company's commercial activities in Cyprus and Israel, demonstrating his capability to drive sales in competitive environments. His appointment comes at a crucial time for BAT Hellas as the company aims to strengthen its strategy for transformation and growth in the Greek market, particularly in emerging categories such as reduced-harm products.

Iatridis's leadership is expected to provide a fresh perspective in navigating the challenges of the fast-evolving tobacco industry. The focus on expanding the presence of new tobacco and nicotine product categories in Greece underscores the company's commitment to evolving consumer preferences and regulatory landscape, paving the way for BAT Hellas to solidify its market position.