JTI Philippines announced the appointment of Guilherme Silva as its new general manager effective January 2025.
Silva returns to the Philippine market where he served as marketing director in 2011. He had since held various leadership roles across other JTI markets as head of JTI Cambodia in 2014, general manager of JTI Malaysia in 2016, marketing and sales vice president of the Western Europe Region in 2018 and most recently, general manager of the Iberia cluster of Spain, Portugal, Canary Islands, Andorra and Gibraltar since 2020.
“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. I look forward to seeing how we continue to grow our portfolio and business through product innovation and consumer-centric programs,” said Silva.
He cited JTI Philippines’ entry to the reduced-risk products category with its heated tobacco product Ploom and nicotine pouches Nordic Spirit. These products demonstrate the company’s commitment to expanding its market presence and providing adult Filipino smokers with innovative and high-quality choices to satisfy their needs.
“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 said.
Silva succeeded John Freda, who is now general manager of the Iberia market cluster based in Madrid. JTI thanked Freda for his contributions during his term in the Philippines, where the company achieved significant share of market growth under his leadership.
