VB Distribution (Vapes-Bars Ltd) has appointed Yasmin Azzawi as Marketing Director, the latest in a series of senior leadership changes reshaping the management team of the international distribution group.
Azzawi's appointment follows the appointment of Natalia Gosciniak as Chief Executive Officer and the move of founder Adam Matliwala to the role of Chairman. The reshuffle brings new senior leadership into an international distribution business with more than 50,000 active retail shelves across the UK, supplying wholesale, convenience, forecourt, travel, and independent trade channels.
Azzawi joins from the GCC region, where she spent 18 years in marketing leadership roles at Majid Al Futtaim, ADNOC, and AD Ports. Most recently, she led multi-channel paid acquisition and developed search-optimisation frameworks for international market expansion.
At VB Distribution, Azzawi will lead group marketing strategy, digital transformation, and communications across the company's brand portfolio, with a focus on performance marketing, customer engagement, and modern marketing technology.
"Yasmin's track record across performance marketing and digital transformation makes her the right leader for this stage of our growth," said Natalia Gosciniak, Chief Executive Officer of VB Distribution. "Her appointment reflects the standard of marketing capability we are building as the group scales across markets."
"Marketing is no longer only about reach and awareness. It is increasingly about discoverability — being found in the moment a customer is deciding," said Azzawi.
" My focus will be on building structured, scalable systems that position our brands for long-term growth across every channel and every market where those decisions are made."