Raees Ahmed

How Long have you worked at Totally Wicked?

Since 2017

What’s so great about working at Totally Wicked?

The vaping sector is very fast moving with continuous development of new e-cigarette product designs and e-liquid flavours. Being at the forefront of e-liquid flavour product development and working with our suppliers on new e-cigarette products is really exciting. The process of bringing a new product to market is definitely challenging but it all feels worthwhile when the product becomes popular amongst customers. We’ve had quite a few successful launches recently! The greatest satisfaction for me has to be knowing that customers are staying away from combustible cigarettes by using vaping products you have released.

What is your area of expertise?

Coming from a chemical background, I work a lot closer with development of new e-liquids ensuring the ingredients we use in our flavourings are of the highest quality and do not contain any harmful constituents that could occur during vaporisation in an e-cigarette. Over the years, I have become more familiar with how e-cigarettes work with certain types of e-liquid and how different atomizing technologies can affect performance. This has helped when producing new e-liquid flavours by tailoring the formulation to suit a particular type of e-cigarette, particularly single-use products (disposables and pre-filled pods).

What experience do you have in the industry?

Being involved in the vaping industry since 2016, which is the same year the business was gearing up to adhere to the new regulations surrounding e-cigarettes, I was responsible for ensuring all our products were compliant for sale both in the UK and European markets the business trades in. Product compliance is now something I oversee as my role is now more focused on driving new products from a design brief to final product.

What your colleagues have to say about you

"Raees is highly motivated and a true analytical thinker. Holding a Masters in Chemistry, his depth of knowledge is very impressive. As Product Development Manager, his leadership and accountability skills are highly refined. Having been a part of the business for many years, Raees is the ‘go to guy’ for many, and he is always happy to help – no challenge is ever too great!"

- Anna Chadwick – Product Development Executive

What’s your favourite Totally Wicked product?

The latest addition to the VLTZ range Rainbow Burst has to be my favourite. Since the moment we developed this flavour I just couldn’t wait until it was ready to launch as I knew our customers would be really excited for this one, even more so after trying it. It’s quite unique to anything else currently available on the market and so far it has been extremely popular.