JTI U.S.A. Names New Director of Portfolio, Brand & Trade Strategy

Mitchell will drive development of strategies in U.S.

Christopher Mitchell

TEANECK, N.J. -- JT International U.S.A. has announced the appointment of Christopher Mitchell as director of the portfolio, brand and trade strategy pillar in the consumer and trade marketing department.

In this role, Mitchell will drive the development of the JTI U.S.A. brand portfolio, pricing and trade strategies in the U.S. based on market dynamics, best practices and global guidelines driven by the parent company, JTI.

With his strong background in brand strategy and communication as an account supervisor at Integrated Marketing Services, Mitchell joined JTI U.S.A. in April 2009 as a consumer and trade marketing associate.

Following his involvement in launching JTI U.S.A. brand WINGS, Mitchell was promoted to the role of portfolio development manager in February 2010. In that role, Mitchell drove the development and introduction of the redesigned Wave pack and brand.

Launched in October, Wave's new pack design now fully complements the brand's premium quality product and gives adult smokers value without compromise.

"In the three years Christopher has been at JTI U.S.A., he has been a driving force in evolving our brands and strengthening our portfolio," said Jacques Coffeng, general manager of JTI U.S.A. "I know Christopher will continue to challenge the status quo with clear strategies for growth and improvement of JTI U.S.A. brands."

Teaneck, N.J.-based JTI U.S.A. is a part of JT International, one of the world's leading tobacco companies. JTI U.S.A. offers three distinctive brands that appeal to adult consumers: value brands Wave and WINGS and super premium brand Export "A."

JTI is a member of the Japan Tobacco Group of Cos., a leading international tobacco products manufacturer. It markets brands such as Winston, Mild Seven and Camel. Other global brands include Silk Cut, Sobranie, Glamour and LD. With its headquarters in Geneva, Switzerland, and net sales of $11.2 billion in the fiscal year ended Dec. 31, 2011, JTI has operations in more than 120 countries.