Steen Hjortholm, Vice President of People & Culture for SSEA, CIS & MEA at Philip Morris International, has spent three decades shaping and nurturing talent across nine countries. From starting his career in commercial roles to moving into general management and ultimately leading HR, Steen Hjortholm has seen it all. “Everybody has something to bring,” he says. “When you bring a perspective that may be unique to you, it helps create a reflection of a broad society and makes for better, more informed decisions.”
Steen on PMI culture
At PMI, Steen Hjortholm is at the forefront of a massive transformation. As the company moves toward a smoke-free future, agility and curiosity have become the backbone of his approach to talent development and engagement. “The cycles in the world are getting shorter and shorter. Today, it’s about learning to learn,” he explains. PMI has combined strategic external recruitment with robust upskilling programs to ensure employees are ready for the future. “We are very well along the journey, but we will continue to evolve. We will never really be ‘done.’”
Technology is another cornerstone of Steen’s vision for a more human-centric workplace. From AI-powered recruitment to data-driven decision-making, he sees tools as enablers, not replacements. “HR tech is here to equip humans to have better interactions with colleagues and employees,” Steen says. “We want to bring AI to the people, not for the people. The interaction will always matter. Technology just helps us make it more targeted and meaningful.”
Balancing global consistency with local flexibility is a challenge Steen Hjortholm embraces with enthusiasm. PMI’s culture, he notes, has always been strong but is now codified in the PMI DNA, which revolves around three pillars: we care, we are better together, and we are game changing. “These values transcend cultures,” he says. “Of course, there can be local takes on how you express certain elements, but the backbone is the same whether you’re in Latin America, Asia, the Middle East, or Europe.”
Looking ahead, Steen Hjortholm believes mindset is everything when it comes to adapting to future HR trends. “Change is here to stay, and technology will keep evolving. We need a workforce that embraces curiosity and is ready to explore opportunities while navigating pitfalls.” He emphasizes that human interaction will remain central, especially in stimulating innovation and shaping company culture. “We learn from each other constantly. I learn from talking to people, and hopefully they learn from me. That’s how we build better understanding and stronger perspectives.”
Steen also spoke at the HR Tech Saudi Summit, sharing insights on microlearning, collaborative digital platforms, and how just-in-time skill development can scale across global teams. In fast-paced industries, these tools are proving critical to driving innovation and adaptability.
For Steen Hjortholm, the future of work is both human and tech-driven, a space where curiosity, inclusion, and learning never stop. “The key is to embrace change, bring people along, and always remember that technology works best when it enhances human connection.
To learn more about PMI and its culture, check out, pmi.com.
