Shem Baldeosingh, Director
Meet the GINN Leadership Team
Shem Baldeosingh brings eight years of senior experience in the nicotine industry and a background in government roles, leading GINN with deep expertise in public policy.
Phil Hudson, Associate Director
Phil spearheads membership and outreach programs throughout the UK and European markets, leveraging his extensive experience in Fast-Moving Consumer Goods (FMCG), retail, and alternative nicotine products.
Joe (Youssef) Sakr – Associate Director, GINN MENA
Joe Sakr joins GINN with 20+ years of leadership in harm reduction. As former CCO of Badael, he helped position nicotine pouches in Saudi Arabia’s cessation efforts. He now leads GINN’s mission across MENA to promote innovation and public health.
Monica Andrade De Orbe, Country Manager for GINN Spain
Monica is a Marketing Manager with a decade of international experience in leading FMCG companies. Known for her strategic thinking and creativity, she has successfully developed and implemented marketing plans across global flagship brands, delivering impactful results in brand equity, volume, and market share. Her leadership, innovative vision, and dedication to collaboration make her an essential contributor to GINN’s global mission.
Dr. Nveed Chaudhary, Chair of GINN’s Science and Standards Committee
A global expert in nicotine science and regulation. With 20+ years in pharma and roles at BAT, PMI, and Imperial, he now leads NexCentra Consulting—advancing credible, science-based harm reduction worldwide.
Robert Sidebottom, Chair | Regulatory and Compliance Working Group
Robert is an accomplished business leader, he brings a valuable blend of commercial insight and compliance expertise to GINN. His leadership as MD of Arcus Compliance is strengthened by qualifications in project management, and finance, enabling him to guide Arcus as he delivers strategic compliance solutions for its clients.
Joel Rubenstein
GINN Focal Point
GINN welcomes Joel Rubenstein as a new Focal Point. With over 25 years of global leadership in consumer health and smoking cessation, Joel brings deep strategic and commercial expertise to support GINN’s mission of responsible nicotine innovation.
Nigel Quine
GINN Focal Point
Nigel is an experienced business leader and entrepreneur who founded the best-in-class vape manufacturer in Europe. He and his team helped develop the UK and EU’s quality standards through the PAS and CEN processes which set a framework for a fit for purpose vape regulation. He co-founded the IBVTA (UK Trade Association) and convened the first meeting of IEVA (EU Trade Association) members in Brussels. He brings a wealth of strategic business experience to support the GINN leadership Team and mission.
María del Carmen Ordóñez López
GINN Focal Point, Legal Affairs
María del Carmen Ordóñez López is a commercial lawyer and compliance leader with 20+ years’ experience in nicotine policy, regulation and industry affairs. She held senior legal and compliance roles at Philip Morris International — including Vice President Legal for Latin America & Canada and Global Vice President of Compliance — leading cross‑regional teams, shaping regulatory strategy, and managing high‑stakes international disputes.
Read more
Newly appointed as Legal Advisor to the Global Institute on Novel Nicotine, she has direct sector experience in vaping and novel nicotine markets as former Managing Director Europe for ANDS, and founder of Sed Nove Consulting where she advises on nicotine regulation, taxation, compliance systems and harm‑reduction policy. María del Carmen combines regulatory depth, compliance architecture design, and advocacy experience to guide industry stakeholders across Europe, Latin America and North America.
