British American Tobacco Korea announced Monday the appointment of Guy Meldrum as its new chief executive officer.

Meldrum, who most recently served as the marketing director of British American Tobacco’s Russian branch, will replace BAT Korea’s current CEO, Stephan Liechti.

This will be Meldrum’s second stint in Korea. He previously served as the marketing director for BAT Korea from September 2008 to May 2011, where he played an instrumental role in helping expand the company’s market share, according to company officials. 

Meldrum is a seasoned veteran of the BAT Group. He first entered the company in 1994 as a marketing management trainee, and the New Zealand native has served in various positions since then, including roles in trade marketing, global travel retail and brand management.

According to the company’s press release, Meldrum said upon his recent arrival that he is “extremely delighted” to be returning to Korea.

“Korea is one of the BAT Group’s most strategically important markets, and the top priority for me here is to grow our market share and develop local talent, while also continuing to work hard to earn the loyalty of Korean consumers both with products of premium quality and with our strong commitment to society as a responsible corporation.”

Meanwhile, the British American Tobacco Group is one of the oldest multinational tobacco companies in the world, with a history that dates back to 1902. It operates local divisions in about 18 different countries.

The Korean branch was established in 1990. Brands in its portfolio include Dunhill, Lucky Strike and Vogue.

(renee@heraldcorp.com)