In this episode of the HR Leaders Podcast, we sit down with Frederic Patitucci, Chief People & Culture Officer at Philip Morris International, reveals the inside story of PMI’s decade-long transformation, from a traditional tobacco company to a science-driven, smoke-free business.

Frédéric explains how PMI rebuilt its business model, operating model, and culture while navigating one of the most ambitious shifts in corporate history. He shares how the company co-created its cultural framework, PMI DNA, with more than 350 employees across backgrounds, levels, and regions, ensuring it wasn’t a top-down exercise but a true grassroots movement.

From redefining values like We Care, Better Together, and Game Changers, to enforcing “license to operate” behavioral expectations, Frédéric shows how culture became PMI’s ultimate accelerator for radical change, responsible AI adoption, and leadership accountability.

🎓 In this episode, Frédéric discusses:

Why defining undesirable behaviors was essential
The creation of PMI DNA, co-built with 350+ employees
The “license to operate” and how culture drives accountability
How PMI uses culture as a first line of defense for responsible AI scaling
How PMI redesigned its culture during a massive business transformation

🙏‍ Thanks you to our series partner - Workhuman

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