Laura van Weegen

Laura van Weegen is a Business Architect within the dynamic Global Data, Insights & Analytics team at Philip Morris International (PMI).  In this role, she is at the forefront of designing frameworks that embed purpose and foster knowledge continuity across the organisation.

Positioned at the crossroads of business, data, and architecture, Laura leads the purpose-driven design of PMI’s semantic capabilities. Her work ensures that both machine- and human-shared information is not only accurate, but also aligned, meaningful, discoverable, and reusable from a business perspective.

With a strong background in business architecture and transformation, Laura excels at uncovering hidden patterns, bridging structural gaps, and asking the critical questions that drive AI readiness, informed decision-making, and organisational trust.