In the new role of marketing director, Dodkin will oversee the marketing department, encompassing digital, advertising, social media, events, experiential and PR, with the aim of developing the Blu eCigs brand in the UK.
Dodkin joins having spent four years as director for Locale, in which he oversaw the launch of six restaurants. His experience prior to that includes time at L’Oréal as senior brand manager and two years with Foster's Wine Estates as group innovation manager.
The Skycig rebrand took place in May following the acquisition of the company last year by Lorillard, which already owns a US e-cigarette brand named Blu eCigs.
Ahead of the name-change, W and Cake were hired to help reposition the brand as a positive lifestyle choice for smokers.