Plasencia Cigars has added another familiar name to its executive team, announcing the appointment of Eddy Guerra as Senior Vice President of Global Marketing. The move takes effect immediately, with Guerra reporting directly to CEO Ed Bello.
In his new position, Guerra will oversee Plasencia’s global marketing efforts, including brand development, product positioning, consumer engagement, and international marketing initiatives.
Guerra brings more than 15 years of experience in the premium cigar industry. Before joining Plasencia, he held senior marketing roles with Altadis U.S.A., Davidoff, and La Flor Dominicana. His introduction to the cigar business came through the development of premium cigar lounges across Southeast Asia.
“It is both a privilege and an honor to join the Plasencia family and lead global marketing for a company whose legacy spans more than five generations and over 160 years. I believe the world is only beginning to appreciate the depth of what this family has built. To help shape the next chapter of that story is an extraordinary opportunity and one of the proudest moments of my career. I look forward to bringing every lesson and every experience from my journey to a brand with limitless potential and a legacy worthy of the global stage,” said Guerra.
The appointment follows several recent additions to Plasencia’s leadership team as the company continues to expand its presence in international markets.
“Plasencia has spent generations building one of the most respected names in premium tobacco,” said Ed Bello, Chief Executive Officer of Plasencia Cigars. “As we continue to expand our global presence, we are making strategic investments in the future of the brand. Eddy’s experience, leadership, and understanding of premium consumers make him the ideal person to help guide our marketing efforts and strengthen the connection between our story, our products, and our consumers around the world.”
Separately, former Chief Marketing Officer Victor Lilue announced Monday that he is leaving Plasencia Cigars. In a farewell message shared with the company, Lilue called the decision “incredibly bitter-sweet” and thanked both the Plasencia family and his marketing team for their support during his tenure. He concluded the message by saying he leaves “with absolute confidence in where this brand is heading.”
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