BIZ BUZZ: JTI PH’s not-so-new boss
Guilherme Silva, a veteran of leadership roles across various markets at Japan Tobacco International’s (JTI) global operations, has returned to the Philippines after more than a decade to lead JTI’s local unit as general manager (GM) starting this month.
Silva switched seats with John Freda, who is now GM of JTI’s Iberia market cluster based in Madrid, Spain, but also covers Portugal, the Canary Islands, Andorra and Gibraltar.
The Iberia assignment was Silva’s most recent post, which he held since 2020. His first stint with JTI Philippines was in 2011 as marketing director. Since then, Silva has served as head of JTI Cambodia, GM of JTI Malaysia and marketing and sales vice president at JTI’s western Europe operations.
Silva’s return happens two months after JTI Philippines expanded its offering with the launch in November of “reduced-risk” products (RRPs), including heated tobacco under the brand Ploom and nicotine pouches through Nordic Spirit.
Globally, JTI is investing heavily on RRPs, especially heated tobacco, anticipating that this category would overtake traditional cigarettes as the industry’s dominant product category.
“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,” Silva said.
“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,” he adds.
