Plasencia Cigars has announced the appointment of Eddy Guerra as Senior Vice President of Global Marketing, effective June 29, 2026.
In the newly announced role, Guerra will oversee the company’s global marketing strategy, brand development, product positioning, consumer engagement initiatives, and international marketing efforts. He will report directly to Chief Executive Officer Ed Bello.
Guerra brings more than 15 years of experience in premium cigar and luxury lifestyle marketing to Plasencia. His career in the premium cigar industry began with the development of high-end cigar lounges in Southeast Asia before moving into senior marketing leadership roles with Altadis U.S.A., Davidoff, and La Flor Dominicana.
According to Plasencia Cigars, Guerra’s appointment is part of the company’s continued investment in expanding its global presence and strengthening its position within the premium cigar market.
“It is both a privilege and an honor to join the Plasencia family and lead global marketing for a company whose legacy spans more than five generations and over 160 years,” Guerra said in a statement. “I look forward to bringing every lesson and every experience from my journey to a brand with limitless potential and a legacy worthy of the global stage.”
Ed Bello, Chief Executive Officer of Plasencia Cigars, said Guerra’s experience and understanding of premium consumers will help guide the company’s future marketing efforts.
“As we continue to expand our global presence, we are making strategic investments in the future of the brand,” Bello said. “Eddy’s experience, leadership, and understanding of premium consumers make him the ideal person to help guide our marketing efforts and strengthen the connection between our story, our products, and our consumers around the world.”
Founded on a tobacco-growing tradition dating back to 1865, Plasencia Cigars continues to expand its international operations through investments in brand development, product innovation, and consumer engagement.