A New Chapter of Leadership and Transformation: Inside a Purpose-Driven Shift at PMSA
Leadership transitions often signal change—but every so often, they mark something bigger: a cultural reset.
At Philip Morris South Africa (PMSA), that moment arrives with the appointment of its new Managing Director, formerly the Financial Director for Sub-Saharan Africa. With deep expertise in finance, strong local market insight, and a proven track record in strategic leadership, she steps into the role at a pivotal time as the company continues its transformation toward a smoke-free future.
Her appointment represents more than a promotion. It signals a renewed chapter for PMSA—one defined by innovation, public health ambition, and a sharpened focus on sustainable growth across complex and evolving markets.
Branislav Bibic, Area Vice President for Sub-Saharan Africa and outgoing Managing Director of PMSA, describes the appointment as a historic milestone for the organisation, noting that it is the first time a South African woman has been appointed to lead PMSA.
“It reflects PMI’s broader commitment to equity, diversity, and inclusion as key enablers of innovation and progress,” he said.
He added: “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.”
Since joining PMSA more than four years ago, she has played a key role in shaping the company’s strategic direction and supporting its mission to offer adult smokers scientifically substantiated alternatives to cigarettes. Her leadership has been closely aligned with PMI’s broader smoke-free vision, including the development and scaling of reduced-risk alternatives such as IQOS, the company’s flagship heat-not-burn product.
Her career spans senior finance and strategic roles across global organisations, including GlaxoSmithKline South Africa and British American Tobacco South Africa. This cross-industry experience has equipped her with a rare blend of commercial insight and adaptability, particularly within highly regulated and fast-evolving sectors.
Speaking on her appointment and PMI’s long-term vision, she reflects on what continues to drive her:
“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,” she said. “Being part of a leadership team that is reimagining what responsible innovation looks like motivates me every day. It’s about building a future where our work meaningfully improves the lives of adult smokers and leaves a positive mark on society.”
Her leadership arrives at a moment where transformation is no longer optional but essential. For PMSA, it represents continuity with evolution—grounded in experience, shaped by purpose, and guided by a future-facing commitment to innovation and impact.
