Ricardo Oberlander

President and CEO, Reynolds American Inc.

I had the privilege of becoming President and CEO of Reynolds American Inc. (RAI) in 2018 after its acquisition by BAT. Previously, I had served on the RAI Board of Directors for nearly three years.

Since assuming my current role, I have had the opportunity to get to know the people in our U.S. business and I truly appreciate their high level of professionalism. Their commitment and work ethic have been the true fabric of RAI’s success over the years.

Transforming Tobacco

Significant progress has been made in the development of new types of potentially reduced-risk products in recent years and we now have a tremendous opportunity to lead the continued transformation of our industry worldwide.

My role at RAI is to provide strategic leadership that aligns the company with BAT’s overall strategy and ensures that RAI continues making significant contributions to the Group.

My career with BAT started in Brazil in 1989 when I joined Souza Cruz, and I have held various roles, including Marketing Director of our Malaysian business, Regional Marketing Manager for the Americas, General Manager in France and Global Consumer Director.

Starting my BAT career in Marketing, and then holding a variety of local, regional and global roles, has given me the opportunity to develop a well-rounded, holistic understanding of the business.

I was first appointed to the BAT Management Board in 2013 as Regional Director for the Americas, where I had the opportunity to work with a vibrant and highly capable group of individuals in very successful end markets.

When I look at my time with BAT, I see a company that has always strived to be better, and throughout the years one thing has always remained true: we are at our best when we face challenges. Our resilience and commitment to win has led us to become one of the world’s leading companies.

Something that makes this company successful and a great place to work is that no two days are the same. Our Guiding Principles summarise the essence of our Group and our winning culture is unbeatable.

Nationality: Brazilian

Career to date

  • 1989: Takes up first role with BAT, as Market Research Analyst for Souza Cruz in Brazil
  • 1991: Moves to London as Global Trade Research Manager, working closely with R&D
  • 1994: Heads back to Souza Cruz, taking up a range of Marketing roles across Research, Planning, Sales, Trade Marketing & Distribution and Brand Marketing
  • 2000: Joins telecommunications company Telemar/Oi, Brazil as Corporate Business Director
  • 2002: Becomes BAT’s Head of Marketing Insight and Development in Latin America
  • 2004: Takes on role of Marketing Director for BAT in Malaysia
  • 2007: Becomes Regional Marketing Manager for BAT’s Americas region
  • 2010: Moves to BAT France, taking up the role of General Manager
  • 2012: Comes back to the UK, in the role of Global Consumer Director
  • 2013: Joins the BAT Management Board as Regional Director for the Americas
  • 2018: Moves to the U.S. as President & CEO of Reynolds American Inc.

Other appointments

  • Member of the Chief Marketing Officer Council North America B2C Advisory Board
  • Advisory Board member of Coast Capital LLC

Education

  • Bachelor’s degree in Statistics from the Escola Nacional de Ciências Estatísticas, Rio de Janeiro, Brazil
  • MBA in Finance from the Instituto Brasileiro de Mercado de Capitais, Rio de Janeiro

Personal interests

I’m married with two grown-up children who graduated from college in the U.S. I am an avid reader of science, technology, history, business, arts, thrillers and biographies. I like sports, especially football, white-water rafting and tennis. Additionally, I’ve followed the National Basketball Association (NBA) here in the U.S. for a long time and am starting to understand and appreciate American Football.

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