Japan Tobacco Group subsidiary JTI Korea announced Monday the appointment of Irina Lee as its new general manager to ovesee the Korean market.

Lee, a seasoned expert in the tobacco industry with extensive experience in marketing and sales, began her career in 1999 at the company’s global supply chain unit in Kazakhstan. With 26 years of expertise, Lee is now set to lead JTI Korea starting next year.

Throughout her career, Lee has implemented consumer-focused marketing strategies tailored to diverse markets and developed global strategies for flagship brands. After spending a decade in the global supply chain business, she was appointed as the brand manager of JTI Kazakhstan in 2009.

In 2012, Lee relocated to Serbia to join the Adriatica cluster, where she served as brand equity manager and later as portfolio strategy head. In 2018, she moved to JTI’s headquarters in Geneva, Switzerland, and took on the role of marketing and sales innovation director.

Most recently, since 2023, she has served as vice president of marketing and sales, overseeing operations in Eastern Europe and the global travel retail unit.

With Lee’s appointment, JTI Korea aims to expand its offerings to meet the evolving preferences of adult smokers. “We will strengthen our position in Korea by fulfilling our responsibilities to consumers, shareholders and employees,” said the company.

“I am deeply honored to begin this new chapter as general manager,” said Lee. “Drawing on my global experience in Central Asia and Eastern Europe, I look forward to contributing to JTI Korea’s growth and success in the Korean tobacco market.”

By Park Min-ha (en23mp@heraldcorp.com)