Philip Morris Armenia’s newly appointed General Manager, Artur Rieznikov, in his first interview in this role discusses Armenia’s untapped potential in science and technology, PMI’s ambitious smoke-free future, and why he believes local talent doesn’t need to look abroad to build world-class careers.
Interview : Arshak Tovmasyan
Photo : Philip Morris Armenia
Artur, welcome to Armenia and congratulations on your recently appointed role! How has your first impression of Armenia been?
— Thank you! I must say, Armenia has been an enchanting revelation. The warmth and hospitality of the people have made me feel genuinely welcomed. I had the pleasure of visiting Armenia before, and my initial impression was already positive. However, this time, delving deeper into the culture and everyday life is giving me a lot of pleasant discoveries like the amazing and incredibly diverse cuisine, of which I have become an advocate among my relatives and friends.
I am also impressed by the professionalism and dedication of the people here. The staff at Philip Morris Armenia exemplifies a high level of expertise and commitment, which is truly commendable.
How did you start your career with Philip Morris International?
— I started my journey with Philip Morris International over a decade ago, and like many people who join PMI, I was drawn by the scale and ambition of the company—but I stayed because of the people and the purpose.
My first job in the company was in Marketing in Ukraine, where I managed the company’s portfolio of value brands. From the very beginning, I was given real responsibility, the chance to learn, and the freedom to grow. Over the years, I held various leadership roles in different functions, such as the Commercial function—managing our business in several regions in the Center and the South of Ukraine—and later on in the Government relations, fighting illicit trade first in the market and subsequently in the region. My professional path with PMI up to now has given me an amazing opportunity to work with a lot of amazing people and talented professionals in Eastern Europe and Central Asia. It also presented many interesting challenges and a deeper understanding of how we operate as a global organization.
Today, as General Manager of Philip Morris Armenia, I’m proud to lead a team that is contributing to something much bigger than ourselves—a future without cigarettes, built on innovation and science. It’s been a journey of constant learning, and I’m still just as energized as I was on day one.
You’ve taken the lead at a company undergoing major transformation. How would you describe Philip Morris’s vision today, and what aspects of your experience do you expect to help you take the company forward?
— Our vision is very clear: we are committed to delivering a smoke-free future. That means replacing cigarettes with science-backed, smoke-free alternatives for adults who would otherwise continue to smoke. It’s not just a business transformation—it’s a public health and sustainability commitment, and one I’m proud to lead here in Armenia.
We’re driving a transformation, which demands strategic patience, local insight, and focus. From my past experience, I’ve learned the importance of building strong local teams, listening carefully to the market, and aligning global vision with local execution.
I know how critical it is to create a culture of collaboration, accountability, and purpose. In Armenia, I see an opportunity not only to grow our business but to positively contribute to the future of the country. My focus will be on fostering trust, creating impact-driven partnerships, and enabling our talented team to thrive.
Speaking of Armenia, what potential do you see here for PMI and the country?
— Armenia is home to incredible talent and brainpower, especially in science and tech. We see it as a country that can punch above its weight on the global stage, particularly in research and development, which aligns perfectly with our science-driven approach. I also believe we have a role to play in empowering young professionals and showing them that they don’t have to leave Armenia to build a global career.
It has almost been a decade since PMI’s dedication to a “smoke-free future”. How is PMI doing so far in terms of changing customer behavior, and what challenges continue to lie ahead?
— PMI has made significant strides over the past decade. Suffice it to say that 42% of the total net revenues of PMI came from smoke-free products in Q1, 2025. More than 38.6 million adult smokers worldwide have already switched to our smoke-free products and stopped smoking. This is a tangible result of our long-term investment in research, development, and science-based innovation. In markets where regulatory frameworks and public discourse have supported this transition, we’ve seen real momentum. However, changing customer behavior is always complex. In many countries, including Armenia, one of our key challenges is public awareness. People need access to accurate, science-based information to make informed choices. Often, there is a lack of understanding or misinformation around alternatives like heated tobacco products, which creates skepticism or confusion.
Our focus moving forward is to keep building trust through open dialogue, transparency, and by working with health experts, policymakers, and civil society to foster an informed, responsible transition.
And we won’t stop until cigarettes are obsolete.
The Top Employers Institute recognized PM Armenia as a top employer in 2025. PMA has also been recognized as a top employer for several years before this. What, in your opinion, is the secret to this success, and what can other employers learn from your experience?
— Being recognized as Top Employer Armenia 2025 by the international Top Employers Institute is an honor that reflects our unwavering commitment to our people. For me, the “secret” to this success isn’t a single initiative or policy. It’s the combination of culture, consistency, and care that sets PMI apart as an employer of choice. We put people at the center of everything we do. From flexible working policies to continuous learning opportunities, we create an environment where employees feel empowered to grow, contribute, and be themselves. We’re also deeply committed to diversity, equity, and inclusion, ensuring that everyone, regardless of background, feels seen, heard, and valued. Another key to our recognition is transparency and communication. In Armenia specifically, we are fostering a workplace culture where local talent can thrive, contribute to global impact, and take pride in the journey we are on. We encourage feedback and recognize performance, not just through rewards, but by providing real opportunities to talented people. When people feel they belong, understand the mission, and see a path for themselves within the company, engagement and excellence naturally follow.
What advice would you give to young Armenians considering a career at Philip Morris?
— Be curious, stay bold, and know that your voice matters. Whether through our INKOMPASS internship program or full-time roles, we’re looking for people who want to challenge the status quo and be part of something meaningful. I am deeply convinced that building a great career goes along with having a lot of fun along the way.
Join us on Telegram
