Shaping strategy across borders – JTI’s new GM on leading the Caucasus cluster

JTI welcomed Thomas Adams as its new General Manager in May. Thomas joined Gallaher in 1999 and spent 17 years in the UK market’s sales department, holding various roles of increasing responsibility. In August 2016, he relocated to Limassol, Cyprus, where he was appointed Market Manager for Israel. In 2018, he moved to Tel Aviv to take on the role of Country Manager, Israel. Since 2021, Thomas has successfully led JTI’s operations in Nigeria, before being appointed General Manager of JTI Caucasus.

Welcome to the region! What are your immediate priorities as you take on the role of General Manager overseeing JTI’s operations in Georgia, Armenia, and Azerbaijan?

I’m truly excited to join this dynamic and diverse cluster. My immediate priorities are to connect with our teams across the Caucasus cluster, understand the unique challenges and opportunities in each country, and ensure we continue building on the strong foundation already in place. It’s important for me to listen and learn – from our employees, partners, and stakeholders – so that we can align our business strategy with the local context. I also want to ensure we stay focused on our commitment to innovation while continuing to deliver value to consumers and contribute positively to local communities.

JTI emphasizes its commitment to sustainability and community engagement globally. How do you plan to adapt or expand these initiatives within the context of the Caucasus region?

JTI’s global sustainability and community engagement priorities are deeply rooted in local realities, and the Caucasus region offers a great platform to build on this legacy. We will continue supporting our long-standing partners in each country, ensuring that they make a meaningful impact on the communities where we operate. Each country has its own specific needs, and my goal is to keep our initiatives relevant and effective by collaborating closely with local stakeholders.

With your arrival, are there any new strategic directions or innovations you’re looking to introduce in business development across these three markets?

My focus is on reinforcing the well-established base of our operations while identifying opportunities to drive sustainable growth across the cluster. Each market presents its own unique challenges and opportunities, and we are always focused on leveraging these to drive success for the business and the communities in which we operate. For example, the recent introduction of the Plain Packaging regulation in Georgia required us to adapt quickly and strategically to maintain our competitive edge and continue delivering value.

JTI has been recognized as a Global Top Employer by the Top Employers Institute. How do you plan to cultivate this culture of excellence and employee empowerment within your regional teams?

We’re incredibly proud to be awarded Global Top Employer for the 10th consecutive year in 2024 – it’s a testament to JTI’s unwavering commitment to our people. Cultivating this culture of excellence and empowerment across teams starts with truly listening to our employees, understanding what drives them, and creating an environment where they can thrive.

In the Caucasus cluster, we will continue to prioritize professional development, and a strong sense of belonging. We’re investing in leadership development, fostering open dialogue, and promoting flexible, people-centric practices that empower our teams to perform at their best. Ultimately, it’s about ensuring that every employee feels valued, supported, and inspired to grow with us.

How do you navigate the challenges and opportunities that come with leading operations in three culturally and economically distinct countries within one region?

Leading operations across Armenia, Georgia, and Azerbaijan is both a challenge and a privilege. Each country brings its own unique cultural, regulatory, and economic landscape – and navigating these differences requires a deep respect for local context, strong collaboration with our teams, and a flexible leadership approach.

Our strength lies in having a unified cluster vision while empowering each market to adapt strategies that best fit their environment. We invest time in understanding local consumer behaviors, regulatory trends, and market dynamics, relying heavily on our local teams’ expertise. By fostering open communication, sharing best practices, and building a strong sense of purpose across the cluster, we turn diversity into a competitive advantage and drive sustainable growth across all three countries.

Looking ahead, what role do you see the Caucasus playing in JTI’s broader regional or global growth strategy?

The Caucasus cluster plays a strategically important role in JTI’s broader growth ambitions. We see it as a dynamic and high-potential cluster where we can pilot innovation, grow our market share, and strengthen our local production and export capabilities.

As we move forward, the Caucasus will not only support our commercial goals but also serve as a model for how agility, collaboration, and local insight can accelerate impact within JTI’s global strategy. It’s an exciting time for the Caucasus cluster and I am thrilled to be part of it!