With more than 20 years of experience at Papastratos and Philip Morris International, Konstantina Psarrakou has played a key role in the company’s transition from a traditional tobacco company to a modern organization dedicated to a smoke-free future. As Director of Commercial Operations, she leads Papastratos’ commercial strategy in Greece, accelerating the growth of the smoke-free product portfolio (IQOS, VEEV, ZYN) and the company’s digital and commercial transformation. Previously, she served as Marketing Director (Smoke-Free Products), playing a decisive role in establishing IQOS as a leading brand in the category, while she has also held leadership roles in strategic development, sales and consumer experience. She deeply believes in the power of transformation, artificial intelligence and the development of people, with the aim of empowering the new generation of leaders and making a meaningful contribution to a more innovative, equitable and sustainable business future.