Philip Morris Limited (PML) has appointed Bahar Demirci as Senior Director of Smoke-Free Products.
Bahar will be overseeing the portfolios of smoke-free products in the UK and Irish markets, leading the smoke-free transition within online and offline channels. She will be crafting future brand strategies, ensuring the strength of the brands in the changing regulatory environment.
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 PMI smoke-free products, shaping the iconic brands of IQOS, VEEV and ZYN. 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.
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 Smoke-Free Products Category Europe Region at PMI.
“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," said Demirci. "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.”