Imperial Tobacco Canada Appoints Frank Silva as New President and CEO

Today, on May 5, it was announced that Imperial Tobacco Canada (ITCAN) has appointed Frank Silva as President and CEO, effective April 1, 2023.

Silva has a long history with ITCAN and its parent company BAT, including roles at local, regional, and global levels. Silva has served as the Regional Marketing Director for BAT Asia Pacific and the Middle East, Vice President of Marketing and Sales for ITCAN, and Marketing Director for BAT UK and Ireland. He has played a significant role in shaping BAT's harm reduction strategy globally, which is central to the company's expansion into new categories, currently focusing on reduced-risk smoking alternatives.

Recently, Silva has been collaborating with BAT's U.S. division, Reynolds American. During this time, Silva held positions as Senior Vice President of Digital and Consumer Experience Marketing, President of Reynolds Sales and Trade Marketing Services, and Senior Vice President of Reynolds' premium brand portfolio, including Newport, Camel, and Natural American Spirit.

"I am excited to return to ITCAN as President and CEO," Silva said. "I want to thank my predecessor Ralf Wittenberg for his hard work and leadership over the past three years. He has left me with a solid business with incredible people, and I believe we have the capability to continue to showcase our leadership in the field of harm reduction in tobacco."

Ralf Wittenberg will return to BAT's global headquarters in London to serve as the Commercial Director for Reduced Risk Products.

With his experience in harm reduction, Silva will play a key role in continuing to focus ITCAN on providing a portfolio of reduced-risk alternatives for adult smokers. He believes that with the right regulatory framework, ongoing increases in the acceptance of harm reduction, and proper enforcement to ensure nicotine products are not sold to minors, Canada can reduce smoking rates to below 5% before the 2035 target set by Health Canada.

"I am excited about the future of ITCAN. As a Canadian, I have confidence in the company and the country. I believe we have the right strategy and the best talent to continue our transformation," Silva continued.