I’m proud to announce that Joel Rubenstein has joined GINN as our newest Focal Point.
Joel brings more than 25 years of leadership in the health, wellness, and consumer healthcare sectors, with a proven track record across CPG, Rx, and OTC categories. His career spans US and Global marketing roles at Pfizer, Novartis and GlaxoSmithKline; and General Management roles at Niconovum AB (Sweden) and most recently Aspeya Healthcare (Denmark) – where he served as Global Vice President, leading smoking cessation brand and category growth across competitive global markets.
From launching innovative nicotine products to driving sustainability and building new commercial teams, Joel has consistently delivered results through pragmatic strategy, cross-functional leadership, a consumer-first focus and a strong belief in doing the right thing, the right way.
A dedicated advocate for consumer health and science-driven innovation, Joel’s work is rooted in a simple but powerful principle: helping targeted consumers thrive by giving them better choices. His ability to navigate complex markets and lead with clarity and empathy makes him an ideal fit for GINN’s mission.
Please join me in welcoming Joel to the GINN community. We’re fortunate to have his insight, integrity, and leadership as we continue to support responsible harm reduction worldwide.
— Shem
Chief Advocate
Global Institute for Novel Nicotine (GINN)
