Essentra has appointed Hugo Azinheira as global innovations director. Based at Essentra’s Singapore facility, Azinheira brings 15 years of product and marketing innovation experience in the tobacco industry to the team.
Azinheira joins from JTI, where he spent ten years in affiliate, regional and global functions including roles in research and development, innovation and marketing. Whilst supervising all Asia Pacific markets, he was responsible for defining and implementing the strategies for the successful turnaround of JTI’s portfolio in the region. Prior to this he worked in new product development at PMI in Switzerland.
Armed with a degree in materials engineering from the Technical University of Lisboa and a post-graduation in innovation management from Université Catholique de Louvain, Azinheira replaces Patrick Meredith.
Meredith has been promoted to strategy and business development director. With more than a decade of experience, he has a proven track record of managing innovation, marketing and commercial development. He will continue to apply his knowledge of the industry to strategically grow the business globally going forwards.
“I’m delighted to join the Essentra team in Singapore,” said Azinheira. “Having worked in this industry for 15 years I have a thorough understanding of the market and the new products to come, though believe the role of global innovations director will pose an interesting challenge.”
“We think Hugo will be a great addition to the team and are pleased to welcome him to the company,” said Meredith. “I am also excited to take on a new role at Essentra, exploring strategy and business development.”