Philip Morris International, a well-known cigarette brand, wants to eliminate cigarettes and become a smoke-free products-led brand. What is powering this transformation, and how is the brand driving conversions? Let's get behind the scene and find out. In this episode, Stefano Volpetti, President of Smoke-Free Category & Chief Consumer Officer - IQOS, Philip Morris International, discusses how PMI is transforming, when it plans to enter the US market, and how. Show NotesConnect With: Stefano Volpetti: Website // LinkedIn The Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn  See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.