Panel - Innovating the Oral Nicotine Segment: Product Development & Consumer Trends

GINN Science and Standards Committee Chairperson & Founder, NexCentra

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.

Dr Sydney Hiller is Scientific Strategist at Sanova, specialising in navigating regulatory and scientific challenges in the pharmaceutical, medical device, and consumer products industries. She has extensive experience integrating scientific rigour with regulatory strategy to support product development, market entry, and compliance in highly regulated sectors, including tobacco harm reduction and cannabis. Sydney earned her Ph.D. in Chemistry from the University of Southern California and her B.A. from New York University, conducting research under Raphael Mechoulam, the pioneering figure in cannabis science. Actively engaged in professional societies, she is committed to advancing women in STEM, serving as a mentor for Women in Science & Engineering (WiSE) and Women in Chemistry (WiC), and is a member of the Organisation of Women in Nicotine and Tobacco (OWNiT).

Research & Development Specialist - CHEMNOVATIC

Paweł Woźnicki, Research & Development Specialist at Chemnovatic, focuses on the development and optimization of technological processes in the nicotine industry. His work involves improving purification methods, analyzing and reducing trace impurities in nicotine, and advancing analytical techniques to ensure the highest product quality. Paweł is also involved in exploring innovative solutions and continuously improving production standards. With a strong commitment to progress, he plays a key role in strengthening Chemnovatic’s position as a leader in high-purity nicotine solutions.

GINN Focal Person

Joel Rubenstein brings over 25 years of leadership in the health, wellness, and consumer healthcare sectors, with proven success across CPG, prescription (Rx), and over-the-counter (OTC) categories. He has held US and global marketing roles at Pfizer, Novartis, and GlaxoSmithKline, and served in general management positions at Niconovum AB (Sweden) and Aspeya Healthcare (Denmark), where he was Global Vice President driving smoking cessation brand and category growth in competitive markets. From launching innovative nicotine products to advancing sustainability initiatives and building high-performing commercial teams, Joel delivers results through pragmatic strategy, cross-functional leadership, and a consumer-first approach. A strong advocate for science-driven innovation, he is committed to giving consumers better choices to help them thrive.