- Welcome back to the industry. What have you been doing since leaving Davidoff?
My wife and I left Switzerland and returned to the U.S. in the spring of 2022. We have a home on Cape Cod in Massachusetts and have spent the time through this summer doing some renovations, enjoying many relaxing moments, and working on a very neglected golf game. - What made you decide to come back to the industry with Plasencia?
When the Plasencia family reached out to me as part of their CEO search, I was immediately interested to explore an opportunity to join their team. I have known the family since my entry into the premium cigar industry. I have always admired their role in the category and the values of the Plasencia family. I am truly delighted to have joined. - You’ve been named to the board and as interim CEO. What’s the timeframe for finding a permanent CEO, and have you been given a mandate while as CEO?
We are in an active search for a permanent CEO right now, but we are also determined to find the right person. In the meantime, I have been asked to step in as interim CEO. I am very happy to be able to do that. In terms of mandate, I would just say that the company and the team have done an outstanding job to grow the business from its launch just a few years ago to where it is today. The growth they have generated and continue to generate is impressive. My focus is to help put in place some best practices and help map out how to ensure the company and brands continue to grow and fulfill their potential in the future. - What’s got you most excited about Plasencia for next year?
I am excited by what will be, eventually, a very clear brand strategy and brand identity leveraging the compelling vision the family has for Plasencia Cigars that will guide and set the standard for everything we do in terms of marketing—events, advertising, promotions, social media and so on. - When not thinking about cigars, what are your passions?
When not thinking about Plasencia Cigars, I enjoy playing golf, travelling with my wife and family, going for walks and enjoying a good meal with a lovely glass of wine.
This story first appeared in PCA The Magazine, Volume 4, 2023. To receive a copy of this magazine, you must be a current member of PCA. Join or renew today at premiumcigars.org/membership.