JTI Philippines has appointed Guilherme Silva as its new general manager, effective this month.
“I am excited to be back in the Philippines to lead a very dynamic market where JTI is now the country’s fastest-growing tobacco company in terms of market share”, he said in a press release on Wednesday.
Mr. Silva first joined the company as Marketing Director in 2011. Over the years, he has held various leadership roles in Cambodia, Malaysia, and the Western Europe Region. Most recently, he served as the General Manager for the Iberia cluster, overseeing Spain, Portugal, the Canary Islands, Andorra, and Gibraltar, since 2020.
“I look forward to seeing how we continue to grow our portfolio and business through product innovation and consumer-centric programs”, he said.
Mr. Silva also noted JTI Philippines’ Reduced-Risk Products category with its heated tobacco product Ploom and nicotine pouches Nordic Spirit.
The firm said it “demonstrates the company’s commitment to expand its market presence and provide adult Filipino smokers with innovative and high-quality choices to satisfy their needs”.
He takes over from John Freda, who has moved to Madrid as the General Manager of the Iberia market cluster. JTI has been expanding its footprint in the Philippine market since its inception in 2000.