Bryson W. Thornton, Director of External Affairs EEMA & Global Duty Free, Philip Morris International will discuss how one of the world’s leading tobacco companies is transforming to meet changing consumer demands in the tobacco industry through innovation, research, and cutting-edge science and technology. Embarking on a transformation journey that began more than a decade ago, the company aims to simultaneously increase its market share while addressing a public health concern by replacing its core product, the cigarette, with smoke-free alternatives that are a much better option.
Bryson W. Thornton has extensive experience as a media strategist and spokesperson, and has represented some of the world’s largest and well-known brands in highly regulated categories including FMCG, fast food, and tobacco. Serving as the Regional Director of External Affairs for Eastern Europe, Middle East, Africa, and PMI Duty-Free at Philip Morris International, Bryson’s current role includes developing and advancing the company’s mission to produce, market, and sell smoke-free products as a safer alternative to cigarette smoking.
He has been recognized by PRWeek Magazine in its high-profile list of ’40 under 40’ and PR News Magazine’s ’15-to-Watch’. He has also been named as a ‘Rising Star’ by the Public Relations Society of America. Bryson holds a B.S. in Communications and Marketing, and is currently based in the Geneva area, Switzerland.