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Cheryl Ratcliffe is the VP Global Head of New Category Strategic Projects at BAT, where they have been instrumental in brand marketing and strategic initiatives since 2019. Previously, Cheryl held various roles at Imperial Tobacco Canada from 2009 to 2014, including Group Manager for International Brands and Senior Marketing Manager for Insights Canada. They also gained international experience as Director of Lucky Strike in the Asia Pacific region while at British American Tobacco from 2015 to 2018. Cheryl began their career in marketing as a trainee at Imperial Tobacco Canada from 2007 to 2008. They are currently pursuing their education at the University of Manitoba.