Gilbert Kassab is the Global Head of Paid Media at Philip Morris International (PMI), where he directs the strategy, investment and optimisation of paid-media initiatives across the company’s global footprint. In this role, Gilbert is responsible for shaping how PMI’s media investment supports brand growth, performance, and transformation in a fast-moving digital and regulatory environment. With extensive experience in handling large-scale media budgets and multi-channel paid media portfolios, Gilbert brings a strategic mindset to the integration of media, data and technology. His work centres on ensuring that PMI’s paid-media efforts are not only effective in driving ROI, but also aligned with evolving consumer behaviours, platform innovation and global brand consistency.