of General Cigar and Senior Vice President of Scandinavian Tobacco Group’s North America Branded Business Division (General Cigar, Scandinavian Tobacco Group Lane and
Scandinavian Tobacco Group Canada) has accepted a new role in Scandinavian Tobacco
Group (STG) and will be relocating to Europa shortly to take over the responsibility of the
company’s Smoking Tobacco & Accessories Division.
Scandinavian Tobacco Group is the parent company of General Cigar.
Régis Broersma joined Scandinavian Tobacco Group in 2002 and has over the years held
several marketing and leadership roles in the company. He has been President of General
Cigar since 2016 and Senior Vice President of the North America Branded Business Division since 2018.
The search for a new President of General Cigar and Senior Vice President of the STG
North America Branded Business Division has commenced. Until a permanent successor is
in place, Régis Broersma will continue to lead General Cigar and the North America
Branded Business Division with Gene Richter, VP US Sales Premium, taking on further responsibility of Mass Market Sales US, Commercial Excellence and Contract Manufacturing.
The latter two roles will be on an interim basis until a successor for Régis Broersma has
been identified.
Régis Broersma says: “I have thoroughly enjoyed my time in the US and with General Cigar
- and will surely miss both the organization, our customers, business partners and of course
the premium cigar category. I look very much forward to my new challenge and am confident that the current leadership team and the business as a whole is well-equipped to deliver greatness going forward."
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