Philip Morris International appointed Buena Barnes as general manager of Philip Morris South Africa (PMSA), replacing Branislav Bibic, who is now the area vice president for Sub-Saharan Africa. Barnes, who is the first woman to hold the position, previously served as finance director for Sub-Saharan Africa and brings more than four years of local leadership experience as PMI continues its shift toward smoke-free products.
Barnes played a key role in PMI’s transformation strategy, which has seen smoke-free products account for 41% of the company’s net revenues by Q3 2025, with PMI targeting more than 50% by year-end. Her background includes senior finance and strategy roles at GlaxoSmithKline South Africa and British American Tobacco South Africa. She has been a vocal supporter of PMI’s science-led alternatives, including IQOS, introduced in South Africa in 2017, followed by ZYN nicotine pouches in 2023 and VEEV e-vapor in 2025.