Moira Gilchrist

Chief Communications Officer
PMI
Switzerland

Moira Gilchrist’s 18-year career with Philip Morris encompasses a clear focus on R&D and scientific engagement, crucial credentials for anyone charged with managing the controversial company’s global reputation. Gilchrist, who succeeded Marian Salzman as PMI’s chief communications officer at the start of this year, freely admits she would never have considered joining PMI during the decade she spent working in the pharma industry. After becoming convinced of PMI’s commitment to a smoke-free future, it’s now down to Gilchrist to make that case to the world at large, amid considerable regulatory scrutiny.

To do that, Gilchrist is focused on the notion of the ‘Fifth Estate’, arguing that corporations require a more nuanced approach to business and public discourse, focusing on individuals rather than getting caught up in groupthink. A measure of boldness can be expected as Gilchrist attempts to build credibility for PMI’s efforts to reduce harm.

Can you share a moment in your career when you saw PR's direct impact on business performance?During large corporate acquisitions.

What are the communications industry's biggest challenges and opportunities in the year ahead?
AI, future of journalism, role of the Fifth Estate in the changing geopolitical landscape, and deepfakes and misinformation in media.

What work from your team are you most proud of over the past year?
I am very proud of our scientific engagement team, and the way that the reviewed their learnings from 2023 and used these insights to revise their strategy. This included optimizing the Open Science events, a forum for scientists and non-scientists to learn more about our science, the backbone of our smoke-free products and journey to a smoke-free future. Since its inception, there have been more than 10 Open Science events, with more than 10,000 participants from over 50 countries and it now the go-to platform for our audience to delve deeper into our scientific research. From a simple webinar, Open Science is now an award-winning event platform which continues to grow and I am so proud of the team that helps this project evolve

How have you switched off from work and maintained wellness over the past year?
Being in nature is very important for me. A walk with the dog by the lake, gardening, or a hike on the mountains are a few of the activities I choose when I need to unwind.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?
‘My Life in Full’ by Indra Nooyi has been a great source of inspiration. In this memoir, the former CEO of PepsiCo shares her personal and professional journey as a woman of color, a leader, and a mother. I found her stories and insights to be relatable, honest, and empowering. She also offers practical advice on how to balance work and life, how to overcome challenges and biases, and how to lead with purpose and integrity.

If I wasn't working in marketing/communications, I would be...
A lawyer