The Global Institute for Novel Nicotine (GINN) is proud to announce the appointment of Joe (Youssef) Sakr as Associate Director for the Middle East and North Africa (MENA). This exciting addition to GINN’s leadership team underscores our commitment to advancing harm reduction and nicotine innovation in a region that is beginning to embrace the potential of safer alternatives to traditional tobacco.
Joe Sakr brings a wealth of experience to GINN, having played a transformative role in Saudi Arabia’s emerging nicotine pouch market as the former Chief Commercial Officer of Badael. Under his leadership, Badael became a national leader in helping adult smokers switch to safer nicotine pouches—supporting the government’s cessation initiatives and driving significant public health progress.
A Groundbreaking Career in Harm Reduction
Joe’s extensive experience across FMCG, alternative nicotine, and regulatory affairs has positioned him as a thought leader in harm reduction. While in Saudi Arabia, he:
- Led Badael’s strategic push to position pouches as a preferred alternative to cigarettes.
- Collaborated closely with government bodies and public health programs to integrate nicotine pouches into national cessation efforts.
- Advocated tirelessly for consumer access, scientific education, and responsible marketing.
Now as GINN Associate Director (MENA), Joe will focus on amplifying the message of harm reduction across the wider Middle East.
Driving GINN’s Mission Forward in MENA
Joe’s appointment comes as GINN launches an ambitious regional strategy, which includes:
- Positioning and Branding: Establishing nicotine pouches as scientifically-backed, culturally relevant solutions for adult smokers. Joe will serve as the face of this campaign across MENA.
- Stakeholder Engagement: Building partnerships with healthcare professionals, public health agencies, and cessation programs to showcase nicotine pouches as effective harm reduction tools.
- Membership Development: Offering exclusive access to industry updates, expert webinars hosted by Joe, and fostering peer-to-peer learning through a dedicated GINN MENA LinkedIn community.
- Outreach and Awareness: Leading regional workshops and seminars, sharing best practices from Saudi Arabia and tailoring messages for other countries such as the UAE.
- Public Relations: Promoting harm reduction success stories, facilitating media engagement, and supporting testimonials from smokers who have successfully transitioned to pouches under Joe’s previous programs.
Spotlight on Saudi Arabia and UAE
Joe’s appointment reinforces GINN’s commitment to key markets like Saudi Arabia, where Badael and government-led efforts have shown how nicotine pouches can play a positive role in national public health objectives.
Similarly, in the UAE, scientific voices such as Prof. Fagerstrom and respected pulmonologists have advocated for pouches as reduced-risk alternatives. Joe will continue to amplify these expert endorsements and help UAE regulators and consumers understand the potential of harm reduction.
A Unified Vision for Harm Reduction in MENA
Joe Sakr’s deep-rooted expertise, strategic vision, and proven success in transforming nicotine markets make him the ideal leader to guide GINN’s mission in the Middle East.
Together, with policymakers, healthcare leaders, and industry partners, GINN and Joe Sakr are ready to drive meaningful change—bringing safer, science-backed nicotine products to adults who need them most.
Welcome to the team, Joe!
