Toshihisa "Toshi" Iida is the new President and Director General of Fujifilm in Europe as Masato "Mark" Yamamoto returns to take up a position as Director of the Board of Directors of the FUJIFILM Corporation. 

From 1 September, Toshihisa "Toshi" Iida assumed the position of President and Director General of FUJIFILM Europe GmbH, Düsseldorf, Germany, and FUJIFILM Europe B.V., Tilburg, in the Netherlands. 

Toshi will be responsible for a wide variety of businesses throughout the region, where 55 Fujifilm companies operate in 43 countries, employing 4,500 people engaged in research and development, manufacturing, sales, marketing and services. Based in Düsseldorf, Germany, it will be responsible for all commercial divisions, including medical systems, photo-finished and instant, digital cameras, optical devices, graphics systems, data storage media, and industrial products, as well as for new companies using a series of highly versatile central technologies originally developed within Fujifilm's photographic film business. These include regenerative medicine, cell culture media, and membrane technologies. 

Born in 1967, Toshi joined Fujifilm in 1991 after graduating from Keio University and began his career in the International Marketing Division in the consumer film business. After progressing through various locations, his first overseas assignment was in Europe for Fujifilm UK between 1997 and 2005. 

After returning to Japan in 2005, Toshi had a long and successful career in digital camera division and was appointed head of the division as well as the optical device division in 2016. It has been responsible for the growth and consolidation of the renamed Series X brand, as well as the successful launch of GFX 100, Fujifilm's mirrorless digital camera system launched in 2019, which has achieved the highest level of image quality in the world of professional photography.