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Jose Benikes (99025)

General Manager & Head of Customer Engagement


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.


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


International Consultant

September 2021-present.

Develop international expansion strategy for cigarette/vaping brand owners.

Areas: US, Canada, Latin America ,Europe, Middle east and Asia


Partner / CEO

April 2018 - present

Real Estate, Property management, Development, and interior design.


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


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


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

Jose Benikes (99025)
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