General Cigar has a new Vice President of marketing. The company has announced that José de Castro will join the company and assume the role effective August 1st, 2017.

De Castro joins General Cigar with 20 years experience in marketing. Most recently, he held the position of Managing Director at Bertoni Gelato Holdings. Prior to Bertoni, De Castro held brand and marketing positions at Altria Group in Richmond, including the role of head of sales, marketing and business development for the company’s non-cigarette portfolio. He also held leadership positions at Procter & Gamble and American Cyanamid in both the U.S. and South America.

At General, De Castro’s responsibilities will include: strategic planning, business development and brand building. As such, he will oversee General Cigar’s consumer and trade marketing, social media, innovation and event platforms including the brand ambassador team. De Castro will report directly to General Cigar president Régis Broersma.

“José has proven leadership abilities and an enviable record of success in implementing consumer and trade marketing programs and business development initiatives. His experience and vision will help further define our brands, deepen engagement and maximize the talent of our marketing team. We look forward to the contributions he will make toward meeting the evolving demands of the premium cigar category,” said Régis Broersma in a press release.

“This is an exciting time in General Cigar’s history and a critical juncture for the handmade cigar industry,” said De Castro. “I am excited for the opportunity to work with such passionate people in such a dynamic category, and look forward to increasing demand, delivering boldface innovation and driving significant growth for the company.”