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Jay Zapko is Managing Director and General Manager of Helix Innovations LLC, the business unit that manufactures and markets on! nicotine pouches to adult consumers 21+.

Before assuming his current role, Jay was the Managing Director of the Smokeable Account Team in Consumer & Marketplace Insights. In this role, he oversaw forecasting, market analysis, and adult tobacco consumer research to support business strategy for the Philip Morris USA, John Middleton Co. and IQOS businesses. Since joining the Altria family of companies in 2007, Jay has held a variety of roles in Altria Group Distribution Company and Consumer & Marketplace Insights.

Jay graduated from the University of North Carolina at Chapel Hill with a focus in Business Administration at the Kenan-Flagler Business School and received his M.B.A. from the University of Richmond.