Oettinger Davidoff Reshapes Global Marketing and Sales Leadership
Oettinger Davidoff has appointed Javier González as Senior Vice President Head Global Marketing & Innovation. The move also refocuses Edward Simon exclusively on sales leadership from January 2026.
New Leadership Structure Takes Shape
The changes mark a clear separation between marketing and sales responsibilities at Oettinger Davidoff. The company aims to sharpen strategic focus across both disciplines.
Javier González will assume responsibility for global marketing strategy, brand development, and digital transformation. His remit covers all key international markets.
At the same time, Edward Simon will step away from his dual role. He will become Senior Vice President Chief Sales Officer and focus entirely on leading the global sales organisation.
Transition from a Dual Role
Edward Simon has led global marketing and innovation since 2018. In June 2025, he expanded his scope to include sales, taking on the role of Chief Marketing and Sales Officer.
From January 2026, Simon will concentrate solely on sales execution and growth. The company highlights his deep understanding of customer needs, product positioning, and market dynamics.
This realignment allows Oettinger Davidoff to pursue sharper accountability across its commercial functions.
Javier González Joins from Avolta
Javier González, 49, joins Oettinger Davidoff from Avolta AG, where he most recently served as Global Marketing & Digital Innovation Officer.
He brings more than 20 years of international experience. His background spans marketing innovation, brand building, and digital transformation.
González began his career in marketing roles at Coca-Cola and LEGO. He later joined BAT, where he spent seven years in brand and marketing management.
He then moved to Dufry, now Avolta, remaining with the group for almost 15 years. During that time, he led marketing, operations, and sales initiatives. He also played a central role in implementing a digital-focused turnaround strategy.
In his final role at Avolta, González led the group’s global digital transformation agenda.
Strategic Focus on Brand and Innovation
As Senior Vice President Head Global Marketing & Innovation, González will lead brand development and communications. His responsibilities also include digital marketing, partnerships, and retail experience.
According to Beat Hauenstein, González’s strategic vision and understanding of luxury consumers will support the company’s long-term growth ambitions.
Hauenstein emphasised the importance of elevating the Davidoff brand while strengthening the group’s own-brand portfolio. Marketing innovation and consumer engagement sit at the centre of that strategy.
Leadership Perspectives on the Appointment
González described the move as joining the company at an exciting moment. He highlighted Oettinger Davidoff’s heritage, craftsmanship, and respect for tradition.
He also stressed his focus on enhancing emotional brand connections. Digital and omnichannel experiences will play a key role in that effort.
González stated his ambition to help build a strong and globally resonant Davidoff brand. His mandate extends to supporting the wider portfolio and creating long-term value for future generations.
