As Executive Vice President, Marketing, for Reynolds, Jorge Araya is responsible for all U.S. marketing functions, including consumer, trade and digital marketing. In this role, Araya supports the global strategy through a sharp focus on driving U.S. volume share growth, as well as increasing U.S. revenue from the Group’s strategic portfolio.
Prior to joining Reynolds, Araya was President and CEO of Imperial Tobacco Canada, an indirect subsidiary of BAT. Under his leadership, Imperial delivered consistent and sustainable revenue and underlying operating profit (UOP) growth, consolidated its combustibles portfolio, successfully introduced Vype into the market and strengthened organizational capabilities and the talent pipeline.
Araya began his career with British American Tobacco in Chile in 1995 and over the last 25 years has held a number of progressive senior leadership roles at both the end-market and regional levels within the AmSSA region, including Head of Brands Mexico, Marketing Director Chile, Marketing Director Brazil and Head of Marketing Americas region.
Araya has a bachelor’s degree in Economics and Business Administration from Universidad Catolica (PUC) Chile. He reads as much as he can, with his favorite publications being The Economist and F1 Magazine, plus all books by James Patterson.