Setting out pathway to UK smoke-free ambitions
NICOTINE products firm Philip Morris Limited (PML) has appointed Bahar Demirci as its new senior director for smoke-free products to build support of the range as the UK works towards a smoke-free ambition.
Demirci will oversee PML’s smoke-free product range across the UK and Irish markets, leading the smoke-free transition across online and offline retail channels.
In her role, Dermici will oversee and create future brand strategies, ensure the strength of PML’s smoke-free brands remain throughout a changing regulatory environment and continue to shake the the firm’s multi-category portfolio.
Prior to taking on the senior director position, Dermici joined Philip Morris International (PMI) in 2005 and has held positions across multiple markets during her time with the company including in Egypt, Jordan and Switzerland.
She leaves her most recent role as global head of studio one, where she led the global market content creation for all PMI smoke-free products, helping to shape the IQOS, VEEV and ZYN brands into what they are today.
PML has said that her extensive background in marketing strategy and brand-building makes her well-equipped to showcase the multi-category leadership in the delivery of a smoke-free future for the UK.
Speaking on her new position, Dermici said: “It is exciting to be joining the UK affiliate of Philip Morris International at such a pivotal time of the journey towards a smoke-free future. We are continuing to build our brands on online and offline channels, strengthening our presence in front of consumers so that SFPs are the product that adult smokers choose to switch away from cigarettes for good.
“I am proud to be coming in to lead such a passionate and high-performing team and am looking forward to building on the momentum of the organisation.”
