Philip Morris International (PMI) has announced the appointment of Buena Barnes as its new General Manager in South Africa and the first female to be appointed in this role. Previously the Financial Director for Sub-Saharan Africa, she brings extensive financial expertise, local market knowledge and strategic leadership to guide the company’s ongoing transformation towards a smoke-free future.
Since joining Philip Morris South Africa (PMSA) over four years ago, Barnes has been part of the leadership driving the company’s mission to offer adult smokers scientifically substantiated alternatives to cigarettes. PMI has made tangible progress, with smoke-free products already representing 41% of the company’s net revenues by Q3 2025, on track to exceed 50% by 2025.
Barnes’ career spans senior finance and strategic roles at leading global companies, including GlaxoSmithKline South Africa and British American Tobacco South Africa. Her experience across both the pharmaceutical and tobacco sectors underscores her strategic agility and her ability to drive transformation in complex, highly regulated industries.
“What inspires me most about PMI’s vision is its courage to transform and move beyond cigarettes by investing in science, technology, and sustainability to create real change. Being part of a leadership team that’s reimagining what responsible innovation looks like motivates me every day to help build a future where our work truly improves the lives of adult smokers and leaves a positive mark on society,” said Barnes.
Branislav Bibic, Area Vice President Sub-Saharan Africa and outgoing PMSA MD, welcomed Barnes’ appointment, “Buena brings an exceptional combination of financial acumen, strategic vision, and operational experience. I am confident she will lead PMSA with the same commitment to innovation and transformation that has defined our journey so far and I look forward to seeing the next phase of our smoke-free future under her guidance.”
Barnes has been a strong advocate for PMI’s science-led transformation and investment in less-harmful alternatives such as IQOS, the company’s flagship heat-not-burn product. Her appointment marks a new chapter for PMSA, strengthening its commitment to innovation, public health, and sustainable growth. Since introducing IQOS in South Africa in 2017, PMSA has expanded its smoke-free portfolio with ZYN nicotine pouches in 2023 and VEEV e-vapour in 2025, accelerating progress towards a future where every adult smoker has access to better alternative to cigarettes.
Bibic said Barnes’ appointment is a historic milestone for Philip Morris South Africa —the first time a female South African leads the organisation. “It reflects PMI’s broader commitment to equity, diversity, and inclusion as key enablers of innovation and progress.” Recognised as a Top Employer in South Africa for eight consecutive years, PMSA continues to foster a workplace culture where diverse perspectives drive creativity, collaboration, and sustainable transformation towards a smoke-free future.