JTI Philippines has appointed Guilherme Silva as its new general manager, effective January 2025, to continue its growth trajectory in the domestic market.
Silva, who previously served as the company's Marketing Director in 2011, brings a wealth of experience from various leadership roles within JTI globally.
“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 share of market," said Silva.
He noted JTI Philippines’ entry into the Reduced-Risk Products category with its heated tobacco product Ploom and nicotine pouches Nordic Spirit demonstrates the company’s commitment to expanding its market presence.
Silva added, “Most of all, I am eager to work with the team again and experience why JTI Philippines has been recognized annually as Top Employer since 2022 and the first company in the country to earn EY’s Global Equality Standard certificate.”
Silva's return to the Philippines follows his successful tenure as General Manager of the Iberia cluster (Spain, Portugal, Canary Islands, Andorra, and Gibraltar) since 2020.
Prior to that, he held leadership positions in Cambodia, Malaysia, and the Western Europe region.
He succeeds John Freda, who now takes on the role of General Manager for the Iberia market cluster.