Ten Easy Pieces: Meet JTI Worldwide Duty Free’s Gemma Bateson

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Bateson entered the tobacco business in 2002 with British American Tobacco

The Moodie Davitt Report brings you the latest instalment in our popular series Ten Easy Pieces*, in which we get up close and personal with leading travel retail personalities via ten snapshot questions.

In this edition we meet JTI Worldwide Duty Free Corporate Affairs and Communications Director Gemma Bateson.

1. Tell us about Gemma Bateson: where were you born and raised?

I was born in north Norfolk, England, shortly after my parents relocated south from the Lake District. Although we were raised in Norfolk, we were brought up to believe that we were northerners temporarily stranded in the south of England! We spent our weekends either climbing mountains (by English standards) in the Lakes, or at the beach in Norfolk. We had a ridiculous number of pets and a lot of freedom, it was an idyllic and old fashioned childhood.

2. You hold two degrees in International Business (one from the École Superieure de Commerce in La Rochelle and one from Oxford Brookes University) – where did you most enjoy studying and why?

When I found an opportunity to do two degrees in four years I thought this would be a great idea, however, completing so much work in four years meant that my university days were not much different to the strict regime of school days. With so little freedom, it was the environment and the people that made the difference and La Rochelle won out.

During my degree in France I studied Economics, which I enjoyed very much. My French quickly went from being mediocre to fluent – something which I must revive! Outside of the university I lived next to the sea in the beautiful old town of La Rochelle and became immersed in French student life. During this period I was fortunate to undertake a ‘stage’ [internship] in Paris which was a fantastic experience. I lived in the centre of Paris in a tiny apartment the size of an average bathroom, but I had a lot of fun and learned a little about the ‘world of work’.

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La vie francaise: Gemma resided in coastal city La Rochelle while studying for her degree in Economics

3. How and when did you enter the tobacco business and what sparked your interest in it?

I entered the tobacco business straight out of university in 2002, starting work with British American Tobacco (BAT) in travel retail. Everything about it sparked my interest, an international company such as BAT, the opportunity to work in travel retail, to travel with my job and to work with different nationalities.

I also had the opportunity to relocate with my work – which I did, moving to Zug in Switzerland working in Category Management for BAT International. I very much enjoyed that time of my life, living close to the lake, travelling each weekend to meet my then boyfriend (now husband) in a different European city and enjoying the outdoors, skiing and evenings out with colleagues and friends.

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Mountains, lakes and love: Gemma met her Kiwi husband while living in Zug

4. You’ve worked in both the tobacco and confectionery industries, how do the two compare? Any similarities or big differences?

There are many similarities: large international brands all competing for space and recognition in the competitive travel retail environment. Both industries have consolidated and you now see a small number of very large organisations in each.

The main difference of course is the product. Tobacco is a highly regulated product and often there are restrictions placed on the product, packaging and display, however, we are starting to see these issues emerging in other categories – confectionery included.

5. Can you recall one stand-out high in your career?

There have been many great moments so far in my travel retail career, both with my colleagues and my customers. However, I think my proudest moment took place three years ago at JTI when I was promoted to the position of Worldwide Duty Free General Manager Middle East, Africa, UK & Ireland. It was a huge step up for me at a relatively young age and I had some very challenging issues to deal with. It was a tough few years but I enjoyed it immensely and learnt more than I could ever have imagined.

6. You were recently appointed as Worldwide Duty Free Director of Corporate Affairs and Communications at JTI. How have your first few months been and what do you hope to achieve in your role?

My first few months have been packed full of meeting new people, climbing the learning curve, travel and coming to grips with the ‘technical’ side of corporate affairs and communications. I am very lucky to be surrounded by an experienced team both at JTI and externally in the global travel retail associations.

The role of CA&C Director is very different to the previous commercial roles I have held at BAT, Mondelez and JTI. I find myself working externally with travel retail industry colleagues for the majority of my time, understanding the regulations that are increasingly affecting not just the tobacco category but almost all categories. My role is to preserve and protect JTI’s business, the right to buy for the consumer and also the travel retail industry at the same time.

“Travel retail is often misunderstood, so I aim to drive a better understanding of this unique retail environment – across all channels – and its importance to the wider aviation economy.”

Each category is in some way dependent on the other, and all contribute to a strong distinctive retail environment.

7. How do you view the future of the tobacco industry in travel retail?

The tobacco category is of crucial importance to the travel retail industry, as a revenue generator, signpost for value and footfall driver. We face challenges around the world and regulations are becoming tougher over time. I think that if we continue to work to understand the goal of the regulators in each country, often we find compromises that allow us to meet the requirements of the regulators whilst preserving our business and that of the retailer.

In terms of the tobacco industry itself, a lot has changed since I first started in tobacco 15 years ago. Tobacco companies are responding quickly to the requirements of retailers and consumers, we are seeing an increase in innovation, exclusive packaging, limited-edition products and exciting retail displays.

8. You’ve obviously travelled lots in your career – which is your favourite airport in the world and why?

The boring answer would be Heathrow Terminal 5 – I am very familiar with T5 (!) and I find it as easy as taking the bus. However, the place I really like to arrive at is Rafic Hariri International Airport in Beirut. From my very first visit I felt comfortable and energised in that city. With its seafront setting and mountainous backdrop, it is beautiful in winter and summer. The food is amazing, the people are lively and friendly and I feel a buzz there that I have never experienced anywhere else.

9. JTI has a big involvement with CSR, supporting over 300 projects globally. Are there any particular ones that pull at your heart strings?

I think it’s great that the company gives back to the community. Being based in the UK, I get to witness one of our most rewarding community investment programmes called ‘Give Get Grow’, where every year employees donate their time to help vulnerable and isolated members of the community. It’s a great programme as employees support several charitable partners and in return gain new skills as part of their professional development.

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Double trouble: Gemma’s two young boys keep her busy at the weekends

10. Let’s finish with life outside of work. What are your hobbies and interests?

Between my professional life and my personal life I have little time for hobbies! I have two young boys, both at primary school, so they keep me extremely busy at the weekends. Our lives are full of castles, wrestling, sword fighting and sports which leaves me very little time to enjoy reading (Lord of the Rings is my favourite book) and watching England play rugby.

I am married to a New Zealander so excitable debates about rugby are commonplace. Apart from supporting my beloved England rugby team, I like to go jogging with friends and hunt out new bars and restaurants for the evenings.

*PREVIOUSLY FEATURED IN TEN EASY PIECES

Meet Perricone MD’s Virginie Descamps

Meet Marie Brizard Wine & Spirits Global Travel Retail Director Kevin Baker

Meet Moroccanoil VP Sales John Gates

Meet Furla Global Travel Retail Director Gerry Munday

Meet Genie-S Vice President Ralph Bou Nader

Meet Daniel Wellington Founder Filip Tysander

Meet Tumi’s Fernando Ciccarelli

Meet ‘Mr Danzka’, Torben Andersen

Meet Mr Wild Tiger, Gautom Menon

 

 

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