By Timothy S. Donahue
Top Takeaways:
- Haypp Group named Gabriel De Prado president of its U.S. market, elevating him from Chief Commercial Officer.
- De Prado’s mandate centers on scaling the U.S. nicotine pouch business while emphasizing compliance.
- As CCO, De Prado directed commercial operations across six countries and supported revenue exceeding €300 million.
Haypp Group, an e-commerce retailer specializing in nicotine pouches, today announced that Gabriel De Prado will now serve as president of the company’s U.S. Market.
De Prado, formerly Chief Commercial Officer (CCO), will lead Haypp Group’s U.S. business operations. His mandate includes accelerating commercial execution, deepening regulatory engagement, and strengthening the company’s position in the fast-growing nicotine-pouch market.
“Haypp Group is entering a defining chapter of in the U.S.,” said Gavin O’Dowd, CEO of Haypp Group, parent to Nicokick.com and Northerner.com. “Gabriel brings the international leadership experience, commercial discipline and profound understanding of regulated categories needed to fuel our U.S. expansion – without compromising the standards of compliance and consumer trust that sit at the core of our business.”
De Prado, a seasoned commercial executive with more than 20 years of experience, held senior roles across Latin America and Europe, driving market development, commercial scale-up, P&L management, and organizational transformation.
Prior to this appointment, De Prado spent several years at British American Tobacco (BAT), leading strategic planning, consumer insights and commercial execution across multiple international markets.
As Haypp Group’s CCO, he directed commercial operations across six countries, supported revenue exceeding €300 million (US$349 million), and established the company’s global insights and analytics function, embedding data-driven decision-making at the core of the commercial strategy.
“The U.S. nicotine pouch market is moving into a phase that will clearly separate serious retailers from the rest,” De Prado told Nicotine Insider. “My focus is on scaling Haypp Group responsibly, building high-performing teams, and reinforcing our position as a trusted retailer of modern oral nicotine—while staying closely attuned to how American consumers are using and engaging with the product.
“As the category and regulatory framework evolves, this next chapter will favor companies that combine compliance, operational rigor, and a long-term mindset—and that’s exactly how we intend to lead.”
