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Tabacalera USA Announces Leadership Moves

August 23, 2023 By Matthew Tabacco



Javier Estades, head of Tabacalera USA, has announced several top leadership team moves at the premium cigar company and its diverse units, which includes leading cigar marketing and distributor Altadis U.S.A., Casa de Montecristo, with 25 cigar stores and lounges across the USA, including company-owned stores and licensed-based partnerships, and JR Cigar, the major online cigar sales company.

Effective September 4, Davide Moro, currently CEO of JR Cigar, will become CEO of Altadis U.S.A. Brad Winstead, current head of Casa de Montecristo (CdM), will succeed Moro as CEO of JR Cigar. Additionally, Sherri Sieminski, currently National Retail Director at Casa de Montecristo, will become the interim head of CdM.

These moves reflect not just the success and versatility of these leaders, but the spirit and character of the entire organization – where one can learn many different aspects of the business, get rewarded for success and see promotions from within, Estades said.

“It is important to note, however, that while we are making these moves among our units to promote growth and diversity,” Estades said, “these entities will continue to work independently from each other.”

Moro has served as CEO of JR Cigar since April 2019 and has successfully overseen continued growth and development of the business. “We fully expect to see Davide continuing his record of success, now with Altadis U.S.A.,” Estades said. Prior to joining JR Cigar, Moro was a marketing executive for consumer goods giant Nestle and its subsidiaries. Paul Waller, VP of Sales, and Oliver Hyams, VP Trade Marketing, will report to Davide, Estades said.

Estades said that Winstead has served with the company with distinction for more than 16 years. As CEO of Casa de Montecristo since June 2019, he has overseen steady

growth even in the face of difficult circumstances during the global pandemic. He first joined Altadis U.S.A. as a Territory Manager in 2007, and was promoted to Division Manager in 2011, VP of Sales in 2014, head of Consumer Marketing in 2018, and then was named CEO of Casa de Montecristo in 2019. “We look for continued success from Brad as he brings his wealth of premium cigar experience to JR Cigar,” Estades said.

With almost seven years’ experience at Casa de Montecristo, Sieminski becomes the organization’s interim head. She joined the company in 2016 having come from Luxottica Retail where she was a regional vice president. Her consumer goods experience also includes executive positions with LensCrafters, Macy’s and Revlon. “We are fortunate to have Sherri as a leader and someone who knows the business so well,” Estades said.

Estades closed with congratulations for Moro, Winstead and Sieminski. “I am confident these leadership changes will strengthen our independent business units as they continue to deliver innovative premium cigars and excellent customer service to our trade partners and adult consumers,” Estades said.

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