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Philip Morris South Africa Appoints Buena Barnes as First Female General Manager

Retail 13 January 2026

Philip Morris International (PMI) has announced the appointment of Buena Barnes as the new General Manager for South Africa, marking a significant milestone in the company’s history.

Barnes becomes the first woman to lead the South African affiliate, signalling a strong commitment to diversity and strategic transformation within the organisation.

Previously serving as the Financial Director for Sub-Saharan Africa, Barnes steps into the role with extensive local market knowledge and financial expertise. Her primary mandate will be to guide the company through its ongoing business transformation as it shifts focus toward a "smoke-free future."

A Historic Milestone for Leadership

The appointment has been welcomed as a major step forward for equity within the corporate giant.

Branislav Bibic, the Area Vice President for Sub-Saharan Africa and outgoing Managing Director, described the move as a "historic milestone," noting that it is the first time a female South African has taken the helm of the organisation.

“It reflects PMI’s broader commitment to equity, diversity, and inclusion as key enablers of innovation and progress,” Bibic stated. “Buena brings an exceptional combination of financial acumen, strategic vision, and operational experience. I am confident she will lead PMSA with the same commitment to innovation and transformation that has defined our journey so far.”

Driving the Smoke-Free Mission Barnes has been a key figure at Philip Morris South Africa (PMSA) for over four years, playing an integral role in the leadership team driving the company’s mission to provide adult smokers with scientifically substantiated alternatives to cigarettes.

She has been a vocal advocate for PMI’s science-led investment in less harmful alternatives, including IQOS, the company’s flagship heat-not-burn technology.

A Unique Blend of Experience

Barnes brings a robust portfolio of experience to the General Manager role, with a career spanning senior strategic and finance positions at major global entities. Her background includes tenure at GlaxoSmithKline South Africa and British American Tobacco South Africa.

This dual experience across the pharmaceutical and tobacco sectors provides her with the strategic agility required to navigate complex, highly regulated industries.

Speaking on her appointment, Barnes emphasised her dedication to responsible innovation.

“What inspires me most about PMI’s vision is its courage to transform and move beyond cigarettes by investing in science, technology, and sustainability to create real change," Barnes said.

"Being part of a leadership team that’s reimagining what responsible innovation looks like motivates me every day to help build a future where our work truly improves the lives of adult smokers and leaves a positive mark on society.”

Written by: Shihaam (Gabriella) Steyn-Adams.

Guzzle Media