Spotlight: Tobacco Harm Reduction – Latest Science, Public Health and What It Means for Adult Consumers

Moderator, consultant, and lecturer 

GINN Focal Person - Joel Rubenstein brings over 25 years of leadership in the health, wellness, and consumer healthcare sectors, with proven success across CPG, prescription (Rx), and over-the-counter (OTC) categories. He has held US and global marketing roles at Pfizer, Novartis, and GlaxoSmithKline, and served in general management positions at Niconovum AB (Sweden) and Aspeya Healthcare (Denmark), where he was Global Vice President driving smoking cessation brand and category growth in competitive markets. From launching innovative nicotine products to advancing sustainability initiatives and building high-performing commercial teams, Joel delivers results through pragmatic strategy, cross-functional leadership, and a consumer-first approach. A strong advocate for science-driven innovation, he is committed to giving consumers better choices to help them thrive.

Dr Sydney Hiller is Director US Regulatory Operations at Inter Scientific. She has extensive experience integrating scientific rigour with regulatory strategy to support product development, market entry, and compliance in highly regulated sectors, including tobacco harm reduction and cannabis. Sydney earned her Ph.D. in Chemistry from the University of Southern California and her B.A. from New York University, conducting research under Raphael Mechoulam, the pioneering figure in cannabis science. Actively engaged in professional societies, she is committed to advancing women in STEM, serving as a mentor for Women in Science & Engineering (WiSE) and Women in Chemistry (WiC), and is a member of the Organisation of Women in Nicotine and Tobacco (OWNiT).

Sairah is a chartered health psychologist and award-winning stop-smoking clinician with 20 years of experience in smoking cessation and tobacco harm reduction. She is the Managing Director of Salim-Sartoni Associates (SSA).

She supports the vaping industry with scientific, clinical and regulatory expertise and provides evidence-based training for healthcare professionals to reduce misinformation and build confidence in vaping as a stop-smoking tool.

Sairah is also involved in the national Swap to Stop programme, helping vulnerable smokers transition away from tobacco. She is a passionate advocate and public speaker committed to leaving no smoker behind.