Stefano Volpetti is the President of Smoke-Free Products and Chief Consumer Officer at Philip Morris International. With a background in Consumer Goods at P&G, he joined the legacy tobacco business to lead it into a new era: smoke-free. In this episode, we explore what motivated his move to a controversial industry—challenging his own pre-conceived ideas—and how he's reinventing the category through product innovation, consumer understanding, and innovative marketing and route-to-market.

Tune in to hear about:

• Stefano's career journey from Procter & Gamble to Philip Morris in a variety of functions and roles
• Their flagship product IQOS, and how it's become a multi-billion dollar brand
• Shifting from B2B to a consumer-centric B2C
• How experiential marketing is key to consumer adoption
• The importance of courage, purpose and continuous improvement

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Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.