The company has announced that Chris Tarr, a 10-year employee of General, will take the helm of brand marketing, as well as oversee public relations, social media and events for the company’s many cigar brands. According to General, the new vice president and expansion of its sales force—from covering three regions to four regions—is an attempt to strengthen the company’s growth in North America.
In the announcement released this morning, Régis Broersma, president of General Cigar, praised Tarr as a strong leader for the company’s marketing team. “Together with his expertise in sales management and his firsthand knowledge of cigar retailer and consumer preferences, Chris has the skills to support me and the executive team in driving the business forward,” said Broersma.
Tarr joined General in 2008. Before his promotion, he served as the company’s west region manager. He also has seven years experience working for the Coors Brewing Company. Tarr succeeds José de Castro, General’s former vice president of marketing, who served in that position for less than a year.
Kevin Spann, a former sales leader at Scandinavian Tobacco Group, the company that owns General Cigar, will fulfill Tarr’s previous role as west region manager.
General also announced that Mike Radecki, the central region manager and a 30-year veteran of the company, has been promoted to a newly created position, director of field sales. John Ferrigan will succeed Radecki in heading sales for the central region.
Sean Hardiman has been named southeast region manager, a newly created position, and Cameron Shaw will continue to oversee the company’s east region, as well as the General’s duty free business.
General Cigar Co. is a subsidiary of the Scandinavian Tobacco Group, one of the largest tobacco companies in the world.