A local professional with a global vision
Philip Morris Spain (PMS) has appointed a local professional to lead its affiliate in the Canary Islands. Anna Quintanilla takes on this challenge with the added value of having developed her career in various international markets before returning to the islands. The Canary Islands headquarters is known for serving as a springboard for professional development, particularly for executives who now hold leadership positions in Spain and abroad. On this occasion, Philip Morris is betting on the return of talent, combining global experience with local roots and reinforcing its commitment to the region.
An impressive international career
Anna boasts an academic background in finance and business administration and has worked for major organizations like Deloitte, Grupo Domingo Alonso, and HJ Heinz, consolidating a strong financial and management profile. At Philip Morris, where she has spent over 12 years, she has built a solid international career, holding various roles in different geographical areas that have given her a global perspective.
After holding responsible positions in corporate audit, financial management, strategic planning, and commercial leadership in cities like Lausanne and Dubai, her most recent experience was in Casablanca. There, she first served as Commercial Director for the Conventional Products category and then for Smoke-Free Products (SFP) for Morocco and the rest of the Maghreb countries. In this role, she drove business expansion in Northwest Africa, achieving record market shares and laying the groundwork for developing smoke-free alternatives to tobacco.
Leading the transformation in the canaries
Anna replaces Carmina Fusté, who, after more than three years leading the Canary Islands market, continues her career as General Director of Philip Morris International in Romania. Quintanilla assumes leadership of the Canary Islands subsidiary, based in Las Palmas de Gran Canaria, directing a team of 120 people with the goal of giving new impetus to the company’s transformation toward a smoke-free future.
She highlights that “returning home with the opportunity to contribute to the growth and development of this region that I love so much is a privilege that fills me with energy and commitment.”
A lasting commitment to the islands
Philip Morris has maintained a continuous presence in the Canary Islands for over 50 years. During this time, the islands have witnessed the company’s evolution from a conventional tobacco company to the cutting-edge technology firm it is today, with strong local allies. The appointment of its new General Director in the Canaries occurs in a context where the tobacco sector maintains a strategic role for the region, confirming its importance as an industrial engine and being a pillar of economic diversification at the forefront of Canary Islands exports.
Pioneering a smoke-free future
Philip Morris International is a leading international consumer goods company that is actively delivering a smoke-free future and is expanding its long-term portfolio to include products beyond the tobacco and nicotine sector. The company’s current product portfolio consists primarily of cigarettes and smoke-free products, including heated tobacco products, nicotine pouches, and vapor products.
As of December 31, 2024, PMI’s smoke-free products were available for sale in 95 markets, and PMI estimates that they were used by 38.6 million adults worldwide. The smoke-free business accounted for 42% of PMI’s total net revenue in the first quarter of 2025.
Substantial investment in science and innovation
Since 2008, PMI has invested more than $14 billion to develop, scientifically substantiate, and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the aim of completely ending cigarette sales. This includes building world-class scientific assessment capabilities, particularly in the areas of pre-clinical systems toxicology, clinical and behavioral research, and post-market studies.
Following rigorous scientific review, the U.S. Food and Drug Administration (FDA) has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches, and versions of PMI’s IQOS devices and consumables—the first authorizations of their kind in their respective categories. Versions of IQOS devices and consumables and General Snus also received the first FDA authorizations for modified risk tobacco products.
Expanding beyond tobacco
With a strong foundation and significant expertise in Biological Sciences, PMI has the long-term ambition to expand into wellness and healthcare spaces and aims to enhance people’s lives by delivering integrated health experiences. References to “PMI,” “we,” “our,” and “us” refer to Philip Morris International Inc. and its affiliates.
