Philip Morris has announced the appointment of Javier Perales as the new commercial director for the Spanish market, a position from which he will be responsible for directing the sales strategy with the goal of strengthening the presence of smoke-free products in Spain, according to the multinational.
Perales, with more than 20 years of professional experience in the areas of sales, marketing, and strategy, has developed his entire career at Philip Morris, where he has held various positions of responsibility in the field of marketing, first in Spain and later at the company's international headquarters in Switzerland and France.
In 2018, he took on a key role in Strategic Planning, from which he drove the transformation of the Swiss subsidiary towards a management model based on data analysis. In 2022, he became the head of the Marketing and Digital area for the French market and, since 2024, he has led the Strategy Directorate for Spain and Portugal.
From his new responsibility, Perales will lead the business with the aim of continuing to accelerate the implementation of the company's products in the Spanish market and strengthening the transition of adult smokers to smoke-free alternatives.
"I face this new stage with determination and with the conviction that we have a great opportunity to continue driving the transformation of the sector in Spain. We have all the elements to achieve this: people with enormous talent and commitment, a solid commercial network, and a deep understanding of the market. Our commitment will continue to be to act responsibly and contribute to ensuring that adult smokers have access to and rigorous information about the different smoke-free alternatives," he emphasized.