Jose Benikes (99025)
General Manager & Head of Customer Engagement
PROFILE
International executive with more than 20 years experience in General Management, Consumer
Marketing and Trade Marketing & Distribution gained in Latin America, Western and Eastern Europe,
Asia Pacific, and the Middle East. Proven track record in defining and executing effective business
strategies for new or underperforming businesses. Effective in building, coaching and leading teams in
diverse and complex business environments. High degree of integrity and business acumen.
31 years experience with BAT inclduing GTR.
PROFESSIONAL CAREER WITH BAT (1987 - 2018)
General Manager BAT GTR (London)
Oct 2015 until March 2018
Responsible for the Global Travel Retail business unit with 130 people worldwide 400 million pounds
turn over and more than 100 Mn USD profit. Massive turn around in performance at financials 20%
profit up and at store level execution with innovative merchandising solutions beating competition,
digital platform, NGP launch Japan, Cigar efficient solution defined and approved by the board and
promotion of more than 20 people for global and regional roles, Market share up 0,5%.Office Zug
closure and built new global organization based in the UK from scratch including Asia for the first time
truly one single GTR organization. Top 15 in profit globally
Global Head of Route to Market (London)
Sept 2013-Oct 2015
Influence T40 end markets to adopt global RTM solutions, development of innovative models being DSD
or wholesale or D2C or hybrid. Dashboard implementation and 70-70 concept rolled out. Support for
markets launching NGP. Big initiatives launched in Indonesia, Bangladesh, Saudi and Mexico.
Global head of Customer Management (London)
June 2012 until September 2013
Responsible for implementation of Total Customer investment strategy within independents and key
accounts, moving front to back margin and reaching 25% of total investment in performance related.
Also brought new B2B platform to support TCI implementation. Very strong development within key
accounts globally 7-11; Shell; Exxon
Managing Director BAT International & Head of Customer Engagement (Switzerland)
May 2009 – September 2013
Responsible for the Global Travel Retail business • US$ 500 million with 250 people worldwide •
Management of the Global convenience accounts 7-11 / Shell / ExxonMobil • In charge of Dunhill Cigars
business Unit General Manager Europe Travel Retail for British American Tobacco (Switzerland)
January, 2007 – April, 2009 • Responsible for Europe business unit • Comprising all duty free channels
(diplomatic, military, airports, airlines, ferries) • 35 people • US$ 115 million net turn over • US$ 25
million profit
Marketing Director BAT Ukraine (Kiev)
January 2006 – December 2006
Responsible for all Marketing Department • 350 people and US$ 20 million marketing budget with focus
on building the Global Drive Brands Portfolio of British American Tobacco (Vogue, Dunhill, Kent, Lucky
Strike, Pall Mall and Viceroy) • Ukraine is the 7th largest cigarette market in the world and BAT Ukraine
Net turnover is US$ 200 million • Focus is building the portfolio and increasing profitability through a
more premium mix
Country Manager Cuba (Havana)
January 2003 – December 2005
Responsible for the Souza Cruz (BAT Brazil) operation in Cuba in a Joint Venture with the Cuban
Government • Personnel of 242 people • Responsible for a US$ 25 million and US$ 10 million profit
Project Manager (B2B portal) Sao Paulo / Rio de Janeiro (Brazil)
August 2001 – December 2002
Development of a B2B (e-convenience portal) business in partnership with AmBev.
Regional Key Account Manager Latin America Souza Cruz S.A. Rio de Janeiro (Brazil)
January 1999 – July 2001
US$ 50 million turnover • US$5 million budget • US$25 million profit • 5 commercial managers, 1
information analyst and 1 trainee • Principal customers: Makro, Wal Mart, Pão de Açúcar, Carrefour,
Sendas, Sonae, Shell, Exxon, Ipiranga, Petrobras, Texaco, H Stern, Ship Chandlers • Developing and
implementing strategies and plans for the accounts in order to maximize profit and market share
Regional Sales Manager Souza Cruz S.A. Sao Paulo (Brazil)
March 1997 - December 1998
150 people (reps; merchandisers) • Implementation of new distribution system in Sao Paulo •
Implementation of channel structure • Market share growth; 1.6% • Sales volume growth; 5%
International Key Account Manager, British American Tobacco Germany (Hamburg) (A member of
B.A.T. Industries)
February 1995 – February 1997
Secondment for a 2-year period Handling international accounts in the Wholesaler Duty Free business
in Middle East; Eastern Europe • Pioneering the operation with all the BAT portfolio (lucky Strike; HB;
555; Viceroy; Kool; Capri; Pall Mall; Kent; Hollywood; Kim; JPS)
International Marketing Coordinator Hamburg (Germany)
June 1996 – September 1996
Brand Manager Lucky Strike
Territorial Export Manager CIS / Baltic States Markets Souza Cruz Overseas Moscow (Russia) (A
member of B.A.T. Industries)
March 1994 – January 1995
Introduction of Hollywood in the Middle East markets through importers/agents • Responsible for
distribution projects • Developing a local organization of office staff and sales force people •
Responsible for the Marketing plan and relationship with advertising agencies • Hollywood reached a
volume of 5 billion units in 1994 being N. 2 brand of B.A.T. in Eastern Europe
Territorial Export Manager Balkans / Levant Markets Souza Cruz Overseas Cyprus (Nicosia) (A member
of B.A.T. Industries)
January 1993 – February 1994
Territorial Export Manager Latin America Markets Souza Cruz S.A. Rio de Janeiro (Brazil) (A member of
B.A.T. Industries)
January 1992 – December 1992
Cigarette Export Assistant Latin America Markets Souza Cruz S.A. Rio de Janeiro (Brazil) (A member of
B.A.T. Industries)
November 1990 – December 1991
Sales Supervisor Souza Cruz S.A. Rio de Janeiro (Brazil) (A member of B.A.T. Industries)
May 1988 – October 1990
Sales Trainee Souza Cruz S.A. Rio de Janeiro (Brazil) (A member of B.A.T. Industries)
September 1987 – April 1988
CAREER
International Consultant
September 2021-present.
Develop international expansion strategy for cigarette/vaping brand owners.
Areas: US, Canada, Latin America ,Europe, Middle east and Asia
Zug LLC
Partner / CEO
April 2018 - present
Real Estate, Property management, Development, and interior design.
HIGHER EDUCATION
01-MAR 2000 until 01-DEC 2000 : MBA Executive, Coppead-UFRJ
01-JAN 1983 until 1987 : Bachelor, Business Administration, Candido Mendes
01-JAN 1982 until 01-DEC 1987 : Bachelor, Mechanical Engineering, Rio de Janeiro-UERJ
OTHER COURSES
2009 Leadership IMD, Executive program 2006, Leading Global Business, Training program 2005
Cora program, Training course 2004 Senior Finance Appreciation program, Training course 2003
Management Development program, Executive Education program, Michigan University
LANGUAGE
Portuguese 5.0# Native speaker
English 5.0# Management
Spanish 5.0# Management
German 5.0# Simple conversation
Hebrew 5.0# Has a little knowledge
Russian 5.0# Has a little knowledge
