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My Ignition - President of General Cigar Co Regis Broersma

Regis Broersma
In focus / Jul 18, 2017

Regis Broersma is ignited when he can lead and engage.

“Leadership for me is about empowering my team by giving them the tools so they can succeed in their jobs. I believe a day without a smile is a day not lived; people smile when they are energized, when they feel respected and listened to, when they have the freedom to explore, when they are passionate, when they win, when they like the people around them, when they have fun and when they are happy. When I can put that smile on someone’ face, it ignites me to do even more.”

Since joining Scandinavian Tobacco Group straight out of university 14 years ago, Broersma has held 12 positions and worked in six countries: the Netherlands, Czech Republic, the United Kingdom, Denmark, Germany and the United States. He now leads General Cigar Co., a subsidiary of Scandinavian Tobacco Group and a market leading manufacturer and marketer of handcrafted cigars for the premium market in the US. 

“My first job after graduation was in marketing, and that is where the magic happens – the time it takes, the passion, the people in this industry and the company touched me. Of the different roles I held in different countries, it’s been a tremendous learning curve supported by the managers within the Group through education, on the job coaching, challenging my capabilities and skills. I discovered teamwork and teambuilding were my strengths.”

In his current role, Broersma oversees approximately 3,600 passionate people across the various locations in which General Cigar Co. operates.

“I am social, love to meet people and enjoy traveling. You could either find me at our main office in Glen Allen, at our distribution network in Hampton, accompanying our sales people and meeting customers across 50 states, visiting our factories in the Dominican Republic, Nicaragua and Honduras, as well as the tobacco growing areas. I am lucky that my job allows me see the world.” 

Throughout his career, Broersma has been steadfast in prioritising key projects that innovate and challenge the status quo.

“There is a hunger in me that wants to learn, wants to create something new and that believes change is good. These can be on new ways to market or sell, in portfolio changes, brainstorming to improve cash flow, projects that will reduce our cost of goods, how we cope with legislation or how we retain talent. And as an International Graduate Programme mentor, I can help inspire a new generation. Scandinavian Tobacco Group nurtures success and growth so I want to keep growing, professionally and personally, and keep smiling.”

Discover other ignited colleagues and learn about exciting career opportunities at Scandinavian Tobacco Group: http://www.st-group.com/en/careers