Tabacalera USA has reorganized its senior leadership team, moving three executives who previously led individual business units into company-wide roles reporting directly to President and CEO Charles Gibb.
The appointments took effect October 16, 2026, and bring Altadis U.S.A., Santa Clara, JR Cigar and Casa de Montecristo under a more unified management structure.
Brad Winstead named chief commercial officer
Brad Winstead, formerly CEO of Casa de Montecristo, has been appointed chief commercial officer. In the new role, he will oversee commercial operations and distribution for Altadis U.S.A. and Santa Clara.
Winstead has more than 20 years of experience in the cigar business. His responsibilities now extend beyond the Casa de Montecristo retail network to the company’s broader wholesale and distribution organization.
Davide Moro takes brand-experience role
Davide Moro, previously CEO of Altadis U.S.A., becomes chief marketing and brand experience officer. He will lead marketing, brand development and experiential retail across the Tabacalera USA portfolio.
Moro will also use Casa de Montecristo’s lounge and retail network as a testing ground for new customer-facing concepts.
Nicolas Maslowski leads direct-to-consumer strategy
Nicolas Maslowski, formerly CEO of JR Cigar, has been named chief direct-to-consumer officer. He will continue overseeing the company’s e-commerce business while assuming responsibility for digital strategy, omni-channel customer experience and new growth opportunities.
Gibb said the appointments support the company’s goal of operating as “One” Tabacalera USA by combining the expertise of its individual businesses. For retailers and other trade partners, the change creates centralized leadership across commercial distribution, brand experiences and direct-to-consumer operations.
Tabacalera USA is the parent company of Altadis U.S.A., whose portfolio includes Montecristo, Romeo y Julieta, H. Upmann, Trinidad and Henry Clay, as well as JR Cigar and the Casa de Montecristo retail and lounge network.
