267. Stefano Volpetti, President of Smoke-Free Products and Chief Consumer Officer at Philip Morris International: Reiventing a Category

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