Quality Importers Trading Company has hired Michael Giannini to their senior management team for a new position, Chief of Customer Engagement. In his new role he will be responsible for the Sales, Marketing, and Messaging initiatives of the company. Giannini has been in the premium cigar business since the early 1980s. While working on a Master’s Degree in Psychology, teaching and cooking professionally on the weekends, his true passion was in the premium cigar business. To pursue this passion, he began working at a local Philadelphia cigar shop as a store manager, and then became co-owner of an independent manufacturer’s representation firm. He left those roles to become the National Sales Manager for Ernesto Perez-Carrillo’s El Credito Cigar Company – while continuing to work on his culinary and fashion skills when time permitted. After the acquisition of El Credito by Swedish Match, the El Credito portfolio merged into General Cigar, where he became Director of Marketing for the La Gloria Cubana brand.