Tabacalera USA’s Javier Estados has announced a series of executive leadership changes across three of its main business 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.
First, Davide Moro, current JR Cigar CEO Davide Moro, will be the new CEO of Altadis U.S.A. This has been a position that had been vacant since 2019 and had been filled by Estades during that time. Moro has served as CEO of JR Cigar since April 2019. “We fully expect to see Davide continuing his record of success, now with Altadis U.S.A.,” Estades said in a press release. Before 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 of Trade Marketing, will now report to Moro.
Taking Moro’s place at JR Cigar will be Brad Winstead who is the current CEO of Casa de Montecristo. Winstead started as a territory manager at Altadis U.S., and worked his way up to Division Manager in 2011, Vice President of Sales in 2014, head of Consumer Marketing in 2018, and then 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.
Meanwhile, Sherri Sieminski, currently the National Retail Director at Casa de Montecristo, will become the interim head of Casa de Montecristo. Sieminski has seven years of experience at Casa de Montecristo. She joined the company in 2016, coming from Luxottica Retail, where she was a regional vice president. She also has executive consumer goods experience 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.
“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,” commented Estates.
“It is important to note, however, that while we are making these moves among our units to promote growth and diversity,” continued Estates, “these entities will continue to work independently from each other.”
“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,” concluded Estades.
The new positions take effect on September 4, 2023.