Silva, who served as JTI Philippines’ marketing director in 2011, returned to lead the company’s operations in one of its fastest-growing markets.
Silva brings extensive international experience, having held key leadership roles across multiple JTI markets.
He led JTI Cambodia in 2014, became general Manager of JTI Malaysia in 2016, and served as vice president of marketing and sales for Western Europe in 2018. Most recently, he was general manager of JTI’s Iberia cluster, overseeing operations in Spain, Portugal, the Canary Islands, Andorra, and Gibraltar.
“I am excited to be back in the Philippines to lead a very dynamic market where JTI is now the country’s fastest-growing tobacco company in terms of share of market,” Silva said. “I look forward to seeing how we continue to grow our portfolio and business through product innovation and consumer-centric programs.
Silva highlighted JTI Philippines’ entry into the “reduced-risk products” category, particularly its Ploom heated tobacco product and Nordic Spirit nicotine pouches, as part of its commitment to expanding market presence and offering high-quality alternatives for adult Filipino smokers.
“Most of all, I am eager to work with the team again and experience why JTI Philippines has been recognized annually as a Top Employer since 2022 and the first company in the country to earn EY’s Global Equality Standard certificate,” he added.
Silva replaced John Freda, who now serves as general manager of the Iberia market cluster in Madrid.
JTI Philippines acknowledged Freda’s leadership, under which the company achieved significant market share growth .
