Victor Crespo

Vice President Marketing & Sales Global Innovation and Initiatives at JTI (Japan Tobacco International)

Versoix, Geneva, Switzerland

About

Global commercial and innovation executive with 20+ years delivering brand growth, market leadership, and breakthrough product innovation across Europe and global functions. Proven track record achieving #1 market positions, strengthening portfolios, and accelerating category growth in regulated FMCG environments. Experienced in global brand stewardship, P&L leadership, responsible‑marketing governance, consumer‑centric innovation, and digital transformation. Known for building strong teams, modernizing processes, and leading organizations through change.

Experience

  • JTI (Japan Tobacco International) (25 yrs 5 mos)
    • Vice President Marketing & Sales Global Innovation and Initiatives
      Sep 2021 - Present · 4 yrs 11 mos

    • General Manager Greece, Cyprus, Malta
      Sep 2019 - Aug 2021 · 2 yrs

    • General Manager Canary Islands
      Oct 2015 - Aug 2019 · 3 yrs 11 mos

  • Product Manager Yoghurt at CAPSA FOOD
    Jul 1999 - Feb 2001 · 1 yr 8 mos

    Responsible for revitalizing the Yoghurt division in the Spanish market including the development of a new range of Yoghurts- Naturactiva. Previously Jul.99-Oct.00 responsible for the soft cheese division and in charge of launching Central Lechera Asturiana soft cheese range including the development of new packaging and a TV commercial

  • Field Marketer at Campofrio
    Jun 1996 - Jun 1999 · 3 yrs 1 mo

    Responsible for Marketing Strategies of Northern Spain. During 1999 supervised and trained the newly created Trade Marketing team for the region (9 people)