Rich Rizzo

Director, Category Strategy and Shopper Insights at PMI U.S.

Speaker

Rich Rizzo has dedicated the past six years of his career to developing a deep understanding of Legal Age Nicotine consumers. He joined the company in 2020 to establish Consumer Insights and Innovation Research and, for the past 18 months in his current role, has focused on identifying shifts in consumer behaviors and retailer performance within the evolving tobacco category. Prior to joining PMI U.S., Rich worked at Walgreens Boots Alliance, where he helped CPG and pharmaceutical companies better understand the Walgreens shopper, enabling stronger category strategies and more effective execution.