Michael Kunst


Describe your position and task in one sentence
I lead PMI’s transformation of the commercial organization and together with cross-functional teams, design and implement a consumer-centric model at the market level so we can become a consumer focused, science and technology leader in smoke-free products and achieve our vision of a smoke-free future.

What inspires you about your job?
I’m inspired to completely transform how we work and interact with our consumers at PMI. This means transforming from a pure marketing and sales organization to one that really engages with adult smokers, regulators and scientists, using all of our channels responsibly and more effectively so that legal age smokers who don’t quit make the switch to smoke-free alternatives. The challenge to reach 1.1bn smokers is huge and that really motivates me.

What is your big challenge in digital transformation?

The biggest challenge for me in PMI’s digital transformation relates to how we use social media and other digital channels in a responsible way given that this is a very important medium for us to be able to engage with existing adult smokers. By doing so, we can enhance their awareness of better alternatives to smoking cigarettes and to inspire them to adopt one of our smoke-free products in today’s increasingly crowded marketplace.

What makes you special - is there a personal commitment or leitmotif to which you feel committed?

Having been a healthcare consultant for more than two decades, and recognizing the health impact of smoking, I’m personally very committed to PMI’s mission and purpose to improve the lives of the world’s
1.1 billion smokers. In addition to rewiring the way PMI engages with adult smokers, I enjoy introducing some creativity and innovation along the way – like project-based work. This will help us to create a smoke-free future for everyone. And that’s something to be proud of.