Scandinavian Tobacco Group (STG) announces the merger of its three commercial divisions into a singular, global structure to enhance the company’s growth potential. In conjunction with this initiative, STG is pleased to appoint Régis Broersma, formerly president of STG’s North America and Rest of World division to the role of Chief Commercial Officer (CCO).
Effective immediately, Régis Broersma will assume leadership of STG’s global commercial organization. In his new role, he will oversee the company’s commercial operations, spanning business-to-business sales in more than 100 countries, as well as managing the US-based e-commerce platforms and retail stores. His oversight will also extend to the strategic promotion of STG’s extensive brand portfolio covering handmade cigars, machine-rolled cigars, smoking tobacco as well as next-generation products.
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 said, “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 and held significant roles within the Group, culminating in his recent appointment. 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, reflecting the positive contributions he has made to STG’s success.