Comebacking Silva heads JTI’s local unit

Japan Tobacco International’s (JTI) Philippines unit recently announced the appointment of Guilherme Silva as general manager, whose stint started last January.

Silva was a marketing director in the company’s Philippines office in 2011.

He has 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 the market. I look forward to seeing how we continue to grow our portfolio and business through product innovation and consumer-centric programs,” Silva said.

He cited JTI Philippines’ entry to the Reduced-Risk Products category with its heated tobacco product Ploom and nicotine pouches Nordic Spirit as demonstrating the company’s commitment to expanding its market presence and providing adult Filipino smokers with innovative and high-quality choices to satisfy their needs.

Top employer since 2022

He added, “Most of all, I am eager to work with the team again and experience why JTI Philippines has been recognized annually as a Top Employer since 2022 and the first company in the country to earn EY’s Global Equality Standard certificate.”

Silva succeeds John Freda, who is now general manager of the Iberia market cluster based in Madrid.

JTI thanks Freda for his contributions during his term in the Philippines, where the company achieved a significant share of market growth under his leadership.