Martin King is CEO of Philip Morris International America and leads the company’s charge to get people around the world to quit smoking cigarettes. He has worked abroad on this issue but has recently returned to the United States.

The company’s motive in getting smokers to quit cigarettes is not wholly altruistic. Cigarette sales have recently declined, but “smoke-free” products have seen a surge in demand, according to CNN. And while PMI strongly advocates for people to stop smoking altogether, it also provides a smoke-free alternative for people who are looking for a change in their smoking behavior.