Yavor Efremov, President & Chief Executive Officer

Yavor Efremov became President and Chief Executive Officer in 2022. He joined the company as a director in 2021.

Prior to joining the company, Yavor served as the CEO of Motorsport Network, where he was responsible for upgrading the IT infrastructure, processes, and company strategy to support the integration of more than 30 businesses around the world. Yavor also served as a senior executive at Liberty Media Corp., where he was instrumental in sourcing, financing, and growing Liberty’s investments in multibillion-dollar businesses, including Charter Communications and Formula 1. Prior to that, Yavor worked as an investment banker at Goldman Sachs & Co. and as a corporate lawyer at the law firm of Cleary, Gottlieb, Steen & Hamilton.

Yavor holds a B.S. in mathematics and a B.A. in economics from Furman University. He also holds a J.D. from Yale Law School and a Ph.D. in economics from Yale University.

Graham A. Purdy, Chief Operating Officer

Graham was appointed Chief Operating Officer in 2019. Since joining the company in 2004, Graham has held various leadership positions. Most recently, he was President of the New Ventures Division. Prior to that, Graham was Senior Vice-President Sales where he implemented an industry leading performance management system. Graham also launched the highly successful Nu-X new product development engine and led transaction teams for many of the Company’s most important strategic initiatives. Before joining TPB, Graham spent 7 years at Philip Morris, USA, where he served in senior sales and sales management positions.

Graham holds an A.B. from California State University, Chico.

Louie Reformina, Chief Financial Officer

Louie was appointed as Chief Financial Officer in 2021. He joined the company as Vice President of Business Development in 2019 and subsequently became the Chief Business Development Officer in 2020. Prior to joining the Company, Louie spent nearly two decades in the finance and investment industry working at Point72 Asset Management, Waterfront Capital Partners, Perella Weinberg Partners and Vestar Capital Partners in various roles deploying capital across different industries. He began his career as an investment banker at Goldman Sachs & Co.

Louie holds a B.S, Summa Cum Laude, in Electrical Engineering from Cornell University and an M.B.A from Stanford Graduate School of Business where he was an Arjay Miller Scholar.

Brittani N. Cushman, General Counsel and Secretary

Brittani is Senior Vice President, General Counsel and Secretary, responsible for managing the day-to-day responsibilities of the TPB legal and external affairs groups. Brittani joined the company in 2014.

Brittani currently serves on the National Association of Tobacco Outlets Board of Directors. She also participates in a number of other industry trade associations, including the Cigar Association of America, Coalition of Independent Tobacco Manufacturers of America, and the Coalition of Manufacturers of Smoking Alternatives.

Prior to joining the company, Brittani spent five years at Xcaliber International, Ltd., L.L.C., where she was most recently the General Counsel, responsible for all legal affairs.

Brittani holds a B.S.B.A. in Business Management from the University of Tulsa and a J.D. from Washington and Lee University School of Law.


In 2021, Frank was promoted to Senior Vice President, Sales and Marketing. Frank has responsibility for strategic development and direction of the Marketing, International Sales, and domestic Sales teams. Previously, Frank was the Vice President of Sales.

Frank joined the company in 2018 and as the Senior Director of National Accounts where he was responsible for developing and leading go to market strategies, training, development & advancement for our National Accounts Team.

Prior to joining the company Frank was a Partner and Vice President of Sales for Global Brewing Solutions in Orlando, Florida. Before that, Frank spent 30 years with Altria where he held various leadership positions in Sales, Marketing and Trade Relations.

Frank holds a B.S. in Marketing and Finance from St. Thomas University in Miami, Florida.