Leadership Overview
AIR (Advanced Inhalation Rituals) has 5 executives leading key functions including strategy, investor relations, marketing, financial operations, and corporate affairs.
Focused on revolutionizing the social inhalation market, AIR (Advanced Inhalation Rituals) drives global innovation through charcoal-free technology and expansive e-commerce platforms to enhance the consumer experience.
Focused on revolutionizing the social inhalation market, AIR (Advanced Inhalation Rituals) drives global innovation through charcoal-free technology and expansive e-commerce platforms to enhance the consumer experience.
Leadership Roles at AIR (Advanced Inhalation Rituals)
Anuja Shendye - Director - Chief Executive Officer Office. Investor Relations
Anuja Shendye, the Director - Chief Executive Officer Office. Investor Relations at AIR (Advanced Inhalation Rituals), manages critical communication channels between the executive leadership and the investment community. By aligning corporate milestones with shareholder expectations, the Director - Chief Executive Officer Office. Investor Relations ensures transparency regarding the company's 1 billion annual hookah servings and expansion into nicotine pouches. Anuja Shendye coordinates closely with the Chief Executive Officer to refine messaging around the firm's 50% market share dominance. This role involves analyzing market trends to provide actionable insights for the board, facilitating informed decision-making. Through rigorous financial reporting and strategic outreach, the Director - Chief Executive Officer Office. Investor Relations maintains investor confidence while supporting the long-term growth trajectory of the organization. By bridging internal operational successes with external market perceptions, Shendye secures the necessary capital and support for ongoing product innovation.
Kimberley Helm - Director, Strategy & Planning & Chief Executive Officer, Office
Kimberley Helm, the Director, Strategy & Planning & Chief Executive Officer, Office at AIR (Advanced Inhalation Rituals), architects the long-term roadmap for the company's global manufacturing and retail footprint. Overseeing the integration of new product lines like OOKA, the Director, Strategy & Planning & Chief Executive Officer, Office ensures that operational goals align with the broader mission of modernizing the social inhalation experience. Kimberley Helm evaluates market opportunities across diverse regions to optimize the supply chain and production efficiency. This leadership position requires constant collaboration with department heads to synchronize internal resources with external market demands. By identifying emerging trends in the vape and pouch sectors, Helm drives the strategic pivot toward diversified nicotine products. The Director, Strategy & Planning & Chief Executive Officer, Office maintains a focus on sustainable growth, ensuring that the company's manufacturing capabilities scale effectively to meet the rising global demand for premium hookah products.
Craig Griggs - Chief Financial Officer (Americas & Caribbean)
Craig Griggs, the Chief Financial Officer (Americas & Caribbean) at AIR (Advanced Inhalation Rituals), manages the financial health and fiscal strategy for operations across the Western Hemisphere. Overseeing regional budgeting, capital allocation, and risk management, the Chief Financial Officer (Americas & Caribbean) ensures that the company's expansion into new markets remains profitable and sustainable. Craig Griggs monitors revenue streams from both direct-to-consumer e-commerce and wholesale distribution channels to maintain high margins. This leadership role involves coordinating with global finance teams to standardize reporting and compliance across the Americas and Caribbean. By implementing robust financial controls, the Chief Financial Officer (Americas & Caribbean) supports the company's ability to invest in cutting-edge technology and manufacturing infrastructure. Griggs provides the executive team with critical financial analysis, enabling precise adjustments to regional pricing and inventory strategies. Through disciplined fiscal oversight, the Chief Financial Officer (Americas & Caribbean) secures the financial stability required for long-term market dominance.

Jorge Güil - Chief Marketing Officer
Jorge Güil, the Chief Marketing Officer at AIR (Advanced Inhalation Rituals), directs all global brand initiatives and consumer engagement strategies across the company's diverse portfolio. Overseeing the digital presence of platforms like Hookah.com and Shisha-World.com, the Chief Marketing Officer drives customer acquisition and brand loyalty in highly competitive markets. Jorge Güil crafts campaigns that highlight the innovation behind charcoal-free electronic devices, positioning the brand as a leader in modern social inhalation. This role involves managing cross-functional teams to ensure consistent messaging across international territories. By leveraging data-driven insights, the Chief Marketing Officer optimizes marketing spend to maximize reach and conversion rates. Güil collaborates with product development teams to launch new offerings, ensuring that market positioning reflects the premium quality of Al Fakher products. Through strategic brand management, the Chief Marketing Officer strengthens the company's market share and fosters deep connections with the global consumer base.

Ronan Barry - Chief Legal & Corporate Affairs Officer
Ronan Barry, the Chief Legal & Corporate Affairs Officer at AIR (Advanced Inhalation Rituals), directs the company's legal strategy, regulatory compliance, and corporate governance framework. Overseeing complex international legal matters, the Chief Legal & Corporate Affairs Officer ensures that all operations adhere to evolving standards in the global inhalation market. Ronan Barry manages relationships with regulatory bodies and external stakeholders to protect the company's intellectual property and market interests. This role involves mitigating legal risks associated with the distribution of nicotine products and electronic devices across diverse jurisdictions. By providing counsel on corporate policy and ethical standards, the Chief Legal & Corporate Affairs Officer maintains the integrity of the brand. Barry collaborates with the executive team to navigate the legal complexities of entering adjacent markets like vapes and pouches. Through proactive legal management, the Chief Legal & Corporate Affairs Officer safeguards the company's reputation and supports its continued growth in the global social inhalation sector.

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