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Vasileios Dimopoulos

Bringing the vision of a world without cigarettes to new markets, BSc in Retail Management alum and Marketing Analyst & Coordinator at Swedish Match Vasileios Dimopoulos finds value in his work. Working with an international team, he enjoys the constant innovation needed to bring a 'new' product to markets outside of the Nordic region.

Describe your role and what it is that you do overall and on a day-to-day basis.

In my workload, I manage different workstreams and marketing projects within the Business Unit International division, in our efforts to make nicotine pouches and the ZYN brand a powerhouse in the fast growing oral tobacco industry.

Everyday tasks and activities can vary but they are closely related to providing marketing support (i.e. innovation launch planning, marketing communication toolkit development etc.) for local markets; in collaboration with the sales team within the department. I am also tasked with measuring key performance metrics of different initiatives, and in relation to the overall performance objectives, as well as provide additional strategic analysis for both current and expanding markets.


What interested you about the field/company/role you are currently in?

What piqued my interest initially was the company’s ambitious vision of a world without cigarettes which was, and continues to be, highlighted by proactive actions taken to support their overall goal (most important examples are Swedish Match’s’ divestment from the cigarette industry since 1999 and their plans to also divest from their cigar business in the near future).

In addition, the international team is a new division within the company with the task of bringing the snus and nicotine pouch concepts to foreign markets (currently present in more than 20 markets). This gives me the chance to collaborate with people from different backgrounds and nationalities, but it also allows me the opportunity to challenge norms and the possibility to drive forward change and create value for the organisation.

Lastly, even though Swedish Match is an established brand with significant history, my team is focused on growth/expansion - it is very exciting being part of a fast-paced, growth-oriented team while at the same time enjoying the benefits of an established organisation.


What excites you most about your work? Where do you think your field is going in the next 5-10 years?

The most exciting part of my work stems from my ability to drive forward change and know that my work is capable of changing people's lives. Additionally, nicotine pouches are a relatively new innovation introduced only some years ago, so the work that my colleagues and I are currently doing is characterised by constant innovation and an overall entirely new consumer product (for the areas outside the Nordic markets).

I think the pandemic has had a stark effect too. I believe that the aftermath of the pandemic has provided us with both valuable lessons as well as new opportunities and it will be very exciting to see where the new paths that emerge take us.


What was so appealing about the SSE Retail Management Program when you were considering where to study? Or what was so appealing about Stockholm/Sweden?

I was initially drawn in by SSE’s strong reputation, being commonly regarded as the best business school in the Nordics. After doing a bit of my own research both online and via friends, I discovered its amazing student environment through the Student Association and beyond.

In addition, Sweden has traditionally been the birthplace of global retail giants (e.g. H&M, IKEA) as well as the environment where new ideas can grow and are supported (Klarna, Voi etc.). As such, it provided a wide range of different alternatives where I can and continue to benefit from on a personal and professional level.

Finally, I had the opportunity to be a part of the first class of international students allowing me to interact and work with people from both the Swedish and other different cultural backgrounds.


How did your time/education at SSE help guide you to the career journey you have embarked on?

My studies at SSE supplied me with the necessary theoretical background to be able to rise up to the demand of my current position.

Lots of company visits and company presentations and alumni events give you a very sizable advantage in building your own network and discovering what employers have to offer you and what is a good fit. I was offered my starting position shortly after meeting and being interviewed by the CEO of Swedish Match at Handelsdagarna, I can't think of another school that would offer its students such opportunities!

Furthermore, my everyday interactions with different individuals from both Swedish and other ethnic backgrounds instilled with me the knowledge to operate well within diverse settings, such as my current one within the International department within Swedish Match, as well as appreciate the value of having unique insights that can lead to success within our different markets.


Following your time studying, do you have any words of wisdom or advice you would like to share with our current students?

Make the most of the time that you will have during your studies. Dare to try out new experiences, make new connections and friends and celebrate even the little things.


What are three words that sum up your time at SSE?

Opportunities, Friends & Fun.