PMI reshuffles South Africa leadership, appoints first female general manager

Key Points

• Philip Morris International (PMI) has appointed Buena Barnes as general manager of its South Africa business, the first woman to hold the post in the country.
• The appointment was announced on Jan 12, 2026; Barnes previously served as finance director for Sub-Saharan Africa and has worked at Philip Morris South Africa for more than four years.
• Barnes has held roles at GlaxoSmithKline South Africa and British American Tobacco South Africa, bringing management and finance experience spanning the pharmaceutical and tobacco sectors.
• The report notes PMI has been expanding its smoke-free product footprint across multiple markets, with heated tobacco device IQOS among its key products.
• South Africa’s tobacco industry faces strict regulation, high taxes and pressure from illicit trade; several firms have issued growth forecasts for regional and segment market sizes.

2Firsts, Jan 19, 2026

According to Business Explainer, Philip Morris International (PMI) has appointed Buena Barnes as general manager of its South Africa business, marking the first time a woman has held the position in the country.

The report said the appointment was announced on Jan 12, 2026. Barnes previously served as finance director for Sub-Saharan Africa and brings experience in financial management and local market operations. She has worked at Philip Morris South Africa for more than four years.

Barnes has also held senior finance and related roles at GlaxoSmithKline South Africa and British American Tobacco South Africa.

The report added that PMI has in recent years been advancing its smoke-free product rollout in multiple markets, with the heated tobacco device IQOS among its key offerings.

In South Africa, the report noted, the tobacco sector has long been shaped by strict regulation, high taxes and illicit trade. Statista estimates that South Africa’s cigarette segment will reach $18.7 billion by 2029, while market research and consulting firm IMARC Group forecasts the African tobacco products market will expand to $10.5 billion by 2033, implying a compound annual growth rate of 1.9%.

The report also cited corporate governance context in South Africa, saying that while women’s representation on boards has improved, they remain underrepresented in executive roles. Among Johannesburg Stock Exchange (JSE) Top 40 companies, women account for about 25% of executive positions on average.

Cover image source: Business Explainer