Philip Morris Limited (PML), the affiliate of Philip Morris International (PMI) in the UK and Ireland, has appointed Bahar Demirci as senior director of smoke-free products.
Bahar will oversee the portfolio of smoke-free products in the UK and Irish markets, leading the smoke-free transition within online and offline channels.
She will also be “crafting future brand strategies, ensuring the strength of the brands in the changing regulatory environment,” PML said.
Bahar joined PMI in 2005, and has held positions across multiple markets, including Egypt, Jordan and Switzerland. She leaves her roles as global head of Studio One, where she led the global marketing content creation for all of PMI’s smoke-free products, shaping the IQOS, VEEV and ZYN brands.
Her background in marketing strategy and brand-building makes her well-equipped to showcase multi-category leadership in the delivery of a smoke-free future, PML added in a release.
Multi-category
In her new role, Bahar will be focusing on shaping PML’s multi-category portfolio, “driving end-to-end category strategy, and crafting the brands of PMI’s smoke-free products in a fast-evolving landscape.”
Bahar assumes the role from Baris Ozcan, who was recently appointed to the position of vice president of the smoke-free products category for the European region at PMI.
Bahar said: “It’s exciting to be joining the UK affiliate of PMI at such a pivotal time of the journey towards a smoke-free future.
“We’re continuing to build our brands on online and offline channels, strengthening our presence in front of consumers so that smoke-free products are the ones adult smokers choose to switch away from cigarettes for good.”
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