Scandinavian Tobacco Group (STG) has named Régis Broersma its new Chief Commercial Officer (CCO). Broersma will head up a new global commercial organization resulting from the merger of STG’s three commercial divisions.
In his new role, Broersma will oversee the company’s commercial operations, which span business-to-business sales in more than 100 countries. He will also be responsible for managing the US-based e-commerce platforms and retail stores. Moreover, his oversight will also extend to the strategic promotion of STG’s extensive brand portfolio, which covers handmade cigars, machine-rolled cigars, smoking tobacco, and next-generation products.
The three merged organizations include: Europe Branded, North America and Rest of the World Branded, and North America Online and Retail. Before his promotion, Broesma was head of the North America and Rest of the World division. General Cigar Company and Forged Cigar Company were previously a part of North America and the Rest of the World. Cigars International was a part of North America Online and Retail.
In a press release, Niels Frederiksen, CEO of Scandinavian Tobacco Group, said, “This streamlined commercial structure enables us to intensify the focus on our core business of cigars, while pursuing new opportunities for growth. Régis’ proven leadership and extensive experience will allow him to drive our commercial activities on a global scale. We look forward to the innovative and impactful contributions he will deliver toward generating increased growth to the Group.”
Régis Broersma added, “I am energized to leverage my deep background within STG to lead our commercial strategy. Our unified approach will enable us to build upon our in-market expertise to deliver exceptional value to our customers and consumers. My focus, along with my team, will be to build our brands, capitalize on strategic growth opportunities and deliver exciting innovations to the global market.”
Régis Broersma has been with STG since 2002. Throughout his tenure at STG, he has held various positions, such as Managing Director of Scandinavian Tobacco Group Germany, President of General Cigar Company, and member of STG’s Executive Board.
