Broersma will also serve as the senior vice president of STG’s new North America Branded and Rest of World Division, which includes General Cigar Co. under its umbrella. In addition to his responsibilities at General Cigar, Broersma will also oversee Australia, New Zealand, Asia, global travel retail and more.
Broersma joined Scandinavian Tobacco Group in 2002 and has held multiple positions over the years, including his previous appointment as president of General Cigar in 2016. Three years later, Broersma stepped down as president and relocated to Europe to head STG’s smoking tobacco and accessories division. In his new role, he will remain in Europe.