Cover Veronica Choo, head of corporate communications at Philip Morris Malaysia (Photo: Amru Shakir)
Veronica Choo, head of corporate communications at Philip Morris Malaysia (Photo: Amru Shakir)
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After months of refusing the call, Veronica Choo, head of corporate communications at Philip Morris Malaysia, stepped into one of the world’s most scrutinised industries, now working to reshape its narrative through science, listening and informed choice
When Veronica Choo first received the call from a recruiter at Philip Morris Malaysia, she did not entertain it. Not once, but repeatedly. “They took close to five months to recruit me because I kept putting down the phone,” she recalls candidly. “I said many times that I wouldn’t work for a tobacco company.”
At the time, Choo was firmly rooted in pharmaceuticals, a world she describes as delivering treatment and easing the pain of those in need. The contrast felt stark. What shifted her perspective was not persuasion, but research. After five minutes with a persistent recruiter, she finally agreed to review PMI Science–the company’s official scientific research portal, focusing on developing and assessing smoke-free alternatives to cigarettes.
Read more: A Sustainable Shift: Philip Morris Malaysia’s sustainability-driven transformation
She browsed through features, studies, peer-reviewed publication and information about their R&D center, The Cube, located in Switzerland. “It was rare to find extensive research and scientific papers from a tobacco company,” she says. “It did make an impact when I read through the materials, and it opened my mind to the role.”
Above It took Philip Morris Malaysia five months to recruit Choo, who was convinced by the amount of scientific rigour the company invested towards its products
It took Philip Morris Malaysia five months to recruit Choo, who was convinced by the amount of scientific rigour the company invested towards its products
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A Seat at the Table
Six years on, as the head of corporate communications, Choo leads a division she likens partly to medical affairs in pharmaceuticals. “My division comprises corporate comms as well as scientific engagement.” Firm in her mission to effect positive change in the tobacco industry, the start of her journey did not come without a season of growth.
Externally, friends teased her about “going to the dark side”. Internally, she walked into a company largely groomed from within. “When I arrived, I discovered that the shortest time my colleagues had been here was a decade,” she says, admitting that it was intimidating to be a newcomer among seasoned veterans.
In an industry long dominated by men, Choo admits to having to adjust her leadership style. Rather than entering loudly “with a bang,” she chose to observe in silence before testing the waters strategically. “The men in the room had strong opinions and were outspoken because they were comfortable on familiar grounds.”
Sometimes, you have to gain your voice through the merit of your achievements
As one of the first external hires into senior management, Choo faced the task of building out corporate communications beyond crisis response and illicit trade commentary. “I noticed expressions from people who questioned what my purpose was here,” Choo says, having felt the scrutiny. She simply answered with performance. “Sometimes, you have to gain your voice through the merit of your achievements. That’s when you’ll also find people will come to respect you more.”
Under the leadership of Choo, alongside managing director Naeem Shahab Khan, Philip Morris Malaysia became the first company in the nation to receive the equal-salary certification from the Switzerland-based Equal-Salary Foundation. Choo believes this win will ensure a culture of creativity and progress will continue to thrive. “If you’re good, you’ll be fairly recognised and fairly compensated. That’s why you have very long-serving employees here.”
Above Philip Morris Malaysia became the first company in the nation to receive the equal-salary certification from the Switzerland-based Equal-Salary Foundation thanks in part to Choo’s leadership
Philip Morris Malaysia became the first company in the nation to receive the equal-salary certification from the Switzerland-based Equal-Salary Foundation thanks in part to Choo’s leadership
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Talking Tobacco
Transformation has become a prevailing theme within the tobacco industry, as new trends emerge and culture shifts. For Choo, meaningful change is both pragmatic and deeply personal. “At Philip Morris, we aim to cater to those who don’t want to quit smoking,” she explains. “Maybe someone went through many quitting clinics and still came back to smoking. It’s those people we hope to offer smoke-free alternatives, options proven by scientific research to have less harmful impact.”
See also: 'Unsmoke Your World' Photography Exhibition By Philip Morris Malaysia
Her idealism is measured. “I’m not sure whether it will be in my lifetime or not,” she says of shifting public perception believing in smoke-free alternatives to smoking cigarettes. “You can’t just demand change. It takes a long time.” Yet she senses progress. “Today, I can see changes, and that’s good because it means the efforts we’ve invested in over the last few years have been meaningful.”
When connecting with the greater public, Choo believes true authority does not come from raising the volume or pursuing desired outcomes through an aggressive approach. Instead, she listens. “Only through listening can you arrive at a win-win situation,” she says. “I’ve learned that listening has helped me to understand the environment and people, to navigate better. In this industry, we’re talking about changing perceptions and there’s no formula to it–you need to know the sentiments of society to move forward. You only gain this through listening.”
You can’t just demand change. It takes a long time
At home, the conversation is even more nuanced. As a mother of teenagers, she addresses nicotine with candour. “I’m strongly against any nicotine being marketed towards any children. Anyone below 18 cannot make a just decision for themselves.” Rather than blanket prohibitions, Choo opts for education. She sat her children down and explained the differences between cigarettes, vapes and heated tobacco, outlining harms and consequences. “You don’t just tell them ‘no’ and expect it to take.”
Her approach as a parent mirrors her professional philosophy: informed choice. “It’s your choice,” she says, echoing company messaging. “I often tell people, it’s always your choice and you should always know you have options.”
Above Before Philip Morris, Choo worked across hospitality, luxury and pharmaceuticals
Before Philip Morris, Choo worked across hospitality, luxury and pharmaceuticals
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Rooted in Experience
Before Philip Morris, Choo worked across hospitality, luxury and pharmaceuticals. Those industries have shaped what she describes as having a “softer touch” as a person. “Hospitality is about knowing your people while pharmaceuticals demands technical accuracy and empathy,” she says. “In either case, you must understand your guest or patient to thoughtfully answer their needs,” she says. “That means it is always our priority to think on their behalf on how we make their lives better.”
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Translating that philosophy into tobacco is not always straightforward. Instead, she reframes the goal. “For me, this work is about asking how I can give them a more meaningful life. Whether it is IQOS or vape, there is nicotine. Nicotine is not risk-free and it’s addictive. If you tried many, many ways and couldn’t get rid of the addiction, you have to manage it.”
The work is demanding, yet Choo is confident that there’s meaning in it. “It’s tiring, exhaustive work,” she admits. “But the satisfaction you gain from it when you see there’s a positive impact to these efforts, it surpasses a lot of things.”
Credits
Photography: Amru Shakir
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