Board Member

James Lees

Vice President of Customer Retention,

Haypp Group

James Lees is an e-commerce and customer loyalty leader with more than seven years of experience building digital sales channels for global consumer brands in highly regulated markets. As Vice President of Customer Retention at Haypp Group, he leads the strategy behind how the company engages, rewards, and retains customers across its U.S. online retail brands, Nicokick.com and Northerner.com.

Haypp Group, headquartered in Stockholm, is an e-commerce company with a stated mission of helping adults move away from cigarettes toward smoke-free alternatives. Every sale on its platforms is age restricted, and the company has built its U.S. business around strict age and identity verification. James’s work sits at that intersection, designing loyalty programs and campaigns that drive growth while respecting the guardrails that come with a regulated product.

Before joining Haypp Group in 2024, James spent five years with Beretta, the nearly 500-year-old Italian heritage brand, where he helped build and scale its direct-to-consumer digital business. He joined as eCommerce Manager in 2019 and advanced through roles as Senior Digital Marketing Manager and Head of Digital Sales at Beretta USA, before moving to Beretta Holding as Senior Manager of eCommerce and Digital Platforms.