BTomorrow Ventures Welcomes Annie Goman as New Managing Director
People | Mar 13, 2025 | BTomorrow Ventures
BTomorrow Ventures has appointed Annie Goman as its new Managing Director, following her role as BAT's Global Head of Cannabis. Goman replaces Juan M. Palacios, who will assume a new role at Reynolds American while remaining on BTomorrow Ventures' Investment Committee. Goman's experience includes significant leadership roles in commercial, digital, and eCommerce, notably at ZX Ventures, Innocent Drinks, and Nestle. She aims to leverage BTomorrow Ventures' minority investments to support BAT's transformation towards a smokeless world, aligning with the firm's released Fund II, a £200 million commitment. This fund primarily targets consumer products in the wellbeing and stimulation category, emphasizing healthier lifestyles without focusing on cannabis. Juan M. Palacios applauds Goman's capabilities, confident in her ability to enhance collaborations with BAT and their portfolio companies.
Sectors
- Private Equity
- Consumer Goods
- Tobacco
Geography
- United Kingdom – BTomorrow Ventures is based in the UK and the appointment of their new MD, Annie Goman, reflects its corporate activities.
- United States – The transition of Juan M. Palacios to Reynolds American implicates ongoing cross-border collaborations between BTomorrow Ventures and BAT's US operations.
Industry
- Private Equity – BTomorrow Ventures is a private equity firm managing investments and directing strategy transformations in line with BAT's objectives.
- Consumer Goods – The focus of BTomorrow Ventures' Fund II on consumer wellbeing and stimulation requires engagement with industries producing consumer goods.
- Tobacco – As a subsidiary of BAT, BTomorrow Ventures is directly influenced by its parent company’s strategic shift towards a smokeless world.
Financials
- 200m – Fund II amount committed by BTomorrow Ventures to expand its global minority investment strategy.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| BTomorrow Ventures | Private Equity Firm | Company | The PE arm of BAT, focused on minority investment strategies facilitating tobacco transformation. |
| Annie Goman | Managing Director | Person | The newly appointed MD with expertise in the consumer goods sector, heading BTomorrow Ventures. |
| Juan M. Palacios | Former Managing Director | Person | Former MD of BTomorrow Ventures, now supporting BAT's ventures through Reynolds American. |
| BAT | Corporate Parent | Company | British American Tobacco, overseeing BTomorrow Ventures as part of its broader strategic transformations. |
| Reynolds American | Subsidiary | Company | BAT's U.S. subsidiary that plays a role in advancing partnerships with BTomorrow Ventures. |