Alexander Gräsbeck

Alexander Gräsbeck is an accomplished executive with extensive experience in leading and transforming businesses across diverse markets. Currently serving as Vice President and Category Director at British American Tobacco since September 2022, Gräsbeck oversees a substantial vapour business in Western Europe with P&L responsibility for 20 countries. Previously, as Managing Director of Niconovum AB, Gräsbeck focused on strategic planning and due diligence. From November 2018 to October 2021, Gräsbeck improved profitability significantly as Managing Director of Verisure in Finland. With a solid foundation at British American Tobacco since 2006 in various leadership roles, along with early military training as a Non Commissioned Officer in the Finnish Defence Forces, Gräsbeck holds advanced degrees from IMD and the University of Bath, complemented by a B.Sc. from the University of Southampton and an International Baccalaureate Diploma.