Yves Barbier

Yves joined JTI’s Executive Committee as Senior Vice President, Marketing and Sales, in September 2018. His responsibilities include overseeing the planning and development of all marketing and sales strategies and the global governance of JTI’s portfolio of brands.

Yves brings a wealth of marketing and commercial experience in his career at JTI. Before taking up his current role, he led JTI’s French market from February 2016. For the two years prior to that, Yves served as Deputy Chief Brand Officer responsible for Camel, Mevius, Sobranie, B&H, Silk Cut, as well as RYO-MYO. In 2012, he was asked to lead the Mevius brand globally, having been responsible for the Camel brand since 2009.

In 2004, Yves became the Marketing and Sales lead for the Benelux cluster of markets, which followed on from his 2001 appointment as the Marketing Director for Winston globally. Yves began his career with JTI as a Marketing Manager for our Middle East business in December 1998 and before joining JTI, he worked for LVMH and the Swatch Group in Asia.

Yves holds a master’s degree in Business from NEOMA Business School and an MBA in Marketing and Brand Management from the University of Kent, United Kingdom.