our team

Meet the people propelling us higher
than ever before.

Reinhard
Mieck

EXECUTIVE DIRECTOR & CEO

Reinhard is a consumer-centric visionary who loves to connect people and brands. He joined AIR in May 2021 as he saw the unique opportunity to create new S-curves within a traditional sector, thus transforming and expanding the category. Reinhard brings a wealth of marketing, general management and board experience, having worked for 19 years in FMCG (Procter & Gamble and Reckitt), as well as 9 years in the luxury industry. He was the CEO of the Labelux Group, which he transformed from a $300m to a $1bn venture. During that time, he was also the Chairman of Bally and Jimmy Choo – overseeing the IPO of the latter. On top of his roles at AIR, he is the Chairman of Métier, a London-based luxury leather goods company, which he founded in 2017. As for AIR, his vision is to transform the organisation into a global leader and most forward-thinking player in the Advanced Inhalation Rituals space.

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Stuart
Brazier

CHIEF FINANCIAL OFFICER

Stuart joined AIR in January 2019. Prior to this appointment, he spent 23 years with British American Tobacco (BAT) gaining a wealth of international business experience in a global, multinational environment. His previous roles at BAT included: Area Finance Director for East Asia, Regional Manager for Asia Pacific, Area Director for North Africa and Head of Finance for the Europe and North Africa Division. Stuart holds a degree in Economics and Accountancy and completed his executive studies at both Harvard Business School and IMD. He is also a Chartered Management Accountant.

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Paul
Dawson

CHIEF PRODUCT OFFICER

Paul joined AIR officially in December 2021, having worked closely with the AIR team since May 2021. Paul is accountable for delivering product strategy and expanding the AIR portfolio through the development of innovative devices, researching new technologies and creating new formulations. Before joining AIR, Paul set up his own product development consultancy, having previously worked with Dyson for over 20 years in the Research Design and Development team. There, he held a variety of senior leadership positions, overseeing the expansion of Dyson’s portfolio into air purification, connected devices, lighting and hair care products. Paul has a natural curiosity for health and wellbeing, and is excited to explore how AIR’s portfolio could change the way we live.

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Jorge
Güil

CHIEF MARKETING OFFICER

Jorge sets the innovation agenda for the organization. He also plays an instrumental role in finding the best ways to connect with consumers across all categories. Prior to joining the organization, he was the General Manager Marketing & Innovation for China at Reckitt. Jorge has worked and lived in 9 countries across Asia, Europe, America, Africa and now the Middle East. His experience in marketing includes industries such as healthcare, hygiene, home care and food. A marketer through and through, Jorge is passionate about serving consumer needs.

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Saqib
Mehmood

CHIEF DIGITAL AND E-COMMERCE OFFICER

Saqib joined AIR in May 2021 to build a winning team and deliver capabilities that truly accelerate the AIR company vision. Saqib has 22 years of experience in data, digital and technology business transformation. He is deeply connected with the startup and innovation eco-system and has a successful track record of bringing the startup innovation mindset into corporate environments to foster incremental business and drive cultural change. He joined AIR from Reckitt, where he spent 16 years accelerating the group’s digital transformation agenda. He is recognized for consumer first, data driven obsession with the right balance of strategy and operational execution. He loves to hire and surround himself with “crazy thinkers and doers” who can spot business opportunities and do whatever it takes to bring them to life.

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Mark
Sidey

CHIEF SALES OFFICER & EVP HERITAGE & EMERGING MARKETS

Mark joined AIR in May 2021. In his role as Chief Sales Officer & EVP Heritage & Emerging Markets, he is accountable for Global Trade Marketing, Global Travel Retail, and country operations in the Middle East, Arabian Gulf, Iraq, Africa, Asia Pacific and Central Asia.
This includes the development and execution of the organization’s Perfect Store & Lounge programs, global trade marketing & distribution initiatives, management of top distributor & customer partnerships, as well as the development of sales capabilities.
Mark joined AIR from Reckitt where over 16 years he held a variety of senior operational and strategic leadership positions including Area Sales VP for Developing Markets, Senior Vice President for Global Sales and latterly as Chief Customer Officer.

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Payam
Dadgar

EVP EUROPE AND AMERICAS

Payam joined AIR in May 2021 to lead the European business and spearhead its transformation agenda. Prior to AIR, he was at Reckitt where he held a variety of senior operational and strategic leadership positions. His last role in Reckitt was VP of Strategic Planning and Execution for Reckitt Health.
Prior to Reckitt, Payam was an Associate Partner at Monitor Group, focusing on consumer, retail, and energy practices. Based in Boston and Dubai, he served consumer clients around the world on commercial and strategic topics. He started his career with Unilever as a management trainee and subsequently led the Middle Eastern business for Simpletech, a private equity backed consumer electronics company.
Payam holds a degree in Information Management from University College London and an MBA from INSEAD.

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Shane
George

CHIEF PEOPLE OFFICER

Shane joined AIR in December 2021 after a career at Reckitt, most recently holding the role of VP HR for North America. A passionate champion of making culture, talent and capabilities the heart of an organization, Shane believes his principal purpose and that of HR is to bring out the best in people and ensure that AIR’s collective potential is realized. He is responsible for all aspects of organizational strategy, including but not limited to global talent and performance management, capability building and enrichment, and organizational design and development. Through building a rich and inclusive culture underpinned by high expectations and performance edge, Shane and his colleagues on the executive committee ensure that AIR’s EPIC culture truly enables innovation and delivers market-leading performance.

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Ronan
Barry

CHIEF LEGAL & CORPORATE AFFAIRS OFFICER

Ronan joined AIR in September 2019 after a career at British American Tobacco where he held several roles, including Head of CORA and Legal for the Europe Region. Ronan was inspired by the opportunity to bring multi-national standards of governance, science and regulatory management to AIR and also to support the organization’s focus on creating an innovative and varied portfolio of products. Ronan is particularly committed to AIR’s expansive vision for developing shisha and new inhalation rituals beyond the tobacco category, with a strong focus on consumer safety and satisfaction.

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Ashok
Bhat

CHIEF SUPPLY TRANSFORMATION OFFICER

Ashok joined AIR in May 2022 and is responsible for transforming the end-to-end supply chain and planning functions across all the organization’s engines and key markets. He’s tasked with driving a customer centric supply chain organisation, pivoting the business to B2C, as well as ensuring the timely delivery and distribution of new products and technology. Ashok is a driven business leader and entrepreneur with over 20 years of global industry experience in both public and private equity environments. He joined AIR from Dyson, where he ran the Global Supply Chain. Prior to that, he built and exited successful technology businesses such as Compass Telematics and Navman Wireless, and led large global teams at Philips and GE. Ashok has a Bachelor of Engineering from MIT, an MBA from University of Toledo, and is Six Sigma Master Black Belt Certified.

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