Philip Morris International has appointed Buena Barnes as the new general manager for its South African operations, marking the first time a woman has held this position in the country.
The appointment, announced on 12 January 2026, follows Barnes’ previous role as financial director for Sub-Saharan Africa. She brings deep financial expertise, knowledge of the local market, and strategic leadership experience to the role. Since joining Philip Morris South Africa more than four years ago, she has contributed to the company’s efforts to provide adult smokers with scientifically supported alternatives to traditional cigarettes.
Barnes’ background includes senior finance and strategy positions at GlaxoSmithKline South Africa and British American Tobacco South Africa, giving her insight into both pharmaceutical and tobacco sectors. This cross-industry experience equips her to navigate the regulatory complexities and drive change in a highly controlled environment.
The move aligns with Philip Morris International’s emphasis on equity, diversity, and inclusion, which the company views as essential for fostering innovation. The leadership transition comes as the organisation continues its shift towards smoke-free products, with IQOS, its heated tobacco device, playing a central role in this strategy. Globally, smoke-free products now account for a significant portion of revenue, though adoption in Africa remains slower due to affordability challenges and regulatory factors.
In South Africa, the tobacco market faces ongoing pressures from strict regulations, high taxes, and illicit trade, which accounts for a substantial share of consumption. The cigarette segment is projected to reach a market volume of US$18.7 billion by 2029, according to Statista. Meanwhile, the broader African tobacco products market is expected to grow to USD 10.5 billion by 2033 at a compound annual growth rate of 1.9%, as reported by IMARC Group.
Barnes has expressed enthusiasm for the company’s vision of transformation through investment in science, technology, and sustainability. She sees this approach as a way to create meaningful change for adult smokers and society. The appointment strengthens Philip Morris South Africa’s focus on innovation amid a global industry where heated tobacco products show varying penetration rates, often below 10% in many markets excluding leading regions like Japan and parts of Europe.
This development reflects broader trends in South African corporate leadership, where women remain underrepresented in executive roles despite gains at board level. In the JSE Top 40 companies, female representation in executive positions averages around 25%, highlighting persistent gaps in senior management pipelines. Barnes’ elevation represents a step forward in addressing such imbalances within the tobacco sector.