By Timothy S. Donahue
Top Takeaways:
- Leadership Change: Davide Moro has been named president and general manager of Davidoff of Geneva USA.
- Quick Departure: Moro leaves Tabacalera USA less than a month after being appointed its chief marketing and brand experience officer.
- Industry Experience: The former Altadis U.S.A. and JR Cigar executive succeeds Emanuele Uccellini.
Davide Moro had barely settled into his new title at Tabacalera USA before taking the top job at rival Davidoff.
Oettinger Davidoff has appointed Moro as president and general manager of Davidoff of Geneva USA, bringing an experienced premium-cigar executive into its U.S. operations just weeks after a leadership restructuring at his former employer.
Moro succeeds Emanuele Uccellini, who left Davidoff in October after less than two years in the role to pursue an opportunity outside the cigar industry.
“I am very excited to join Davidoff of Geneva USA and the Oettinger Davidoff family to further develop the potential of its strong brand portfolio and drive sustainable growth,” Moro said in the company’s announcement. “Together with the team, we will build on the company’s strengths, deepen our relationships with customers and business partners, and reinforcing our role as a trusted partner of choice in the market.”
The appointment follows a restructuring on October 16 at Tabacalera USA, which gave Moro the title of chief marketing and brand experience officer and expanded his responsibilities across the company’s cigar brands and retail operations.
Previously CEO of Altadis U.S.A., Moro was responsible for overseeing integrated marketing, branding and experiential retail initiatives, including developing new concepts across the Casa de Montecristo retail network.
The restructuring also moved Brad Winstead, formerly CEO of Casa de Montecristo, into the chief commercial officer role, and Nicolas Maslowski, formerly CEO of JR Cigar, into the chief direct-to-consumer officer role.
All three executives reported to Tabacalera USA President and CEO Charles Gibb as the company worked to consolidate its operations under a more unified leadership structure.
Moro entered the premium cigar industry in 2019, when he was appointed to lead JR Cigar, one of the country’s largest cigar retailers. In 2023, he became CEO of Altadis U.S.A., overseeing a portfolio that includes Montecristo, Romeo y Julieta and H. Upmann.
Before entering the cigar business, Moro held several senior positions at Nestlé, including chief marketing officer for Nespresso USA.
His move to Davidoff places him at the helm of a competing premium cigar business, with a portfolio that includes Davidoff, Camacho, AVO and Zino.
The appointment gives Oettinger Davidoff an executive with experience spanning premium cigar manufacturing, brand management, wholesale distribution, and direct-to-consumer retail.
