Returning to BAT as Chief Financial Officer is both a privilege and an exciting opportunity. BAT is where I began my career, and I am proud to return having spent more than two decades leading businesses, people and transformation across Europe.
I joined BAT as a Finance Management Trainee in the Netherlands in 2002. Over the following sixteen years, I progressed through a range of finance and general management roles, including Head of Corporate Finance Western Europe, Finance Director and General Manager Poland, and Area Director for Central Europe North. Those experiences gave me a deep appreciation for the role finance plays—not only in driving performance, but in shaping strategy, enabling growth and supporting better decisions.
In 2019, I joined Asahi Group, where I spent seven years leading businesses across Europe before being appointed Chief Executive Officer of Asahi Europe & International and serving on the company’s Global Management Board. Leading within a Japanese multinational, while working across diverse European markets and cultures, broadened my perspective and reinforced the importance of balancing global thinking with local execution.
Throughout my career, I have believed that sustainable success comes from combining ambitious goals with empowered people. Transformation is most successful when people understand the purpose, feel trusted to contribute and are encouraged to challenge conventional thinking. I believe leaders should create an environment where individuals can grow, take ownership and perform at their very best.
I am passionate about building businesses that continue to evolve. What made an organisation successful yesterday will not always make it successful tomorrow, which is why I value curiosity, thoughtful innovation and the courage to embrace change. At the same time, I believe the greatest results often come from simplicity—maintaining clear priorities, executing consistently and focusing on what creates the greatest long-term value.
Returning to BAT feels like coming home, but I return with a broader perspective, new experiences and an even greater appreciation for the opportunity to help shape the next chapter of the company’s journey.
A Better Tomorrow™
For me, A Better Tomorrow™ is about building a business that continues to evolve while staying true to its purpose. It means creating long-term value through responsible growth, encouraging people to think differently, and fostering a culture where high performance, integrity and continuous development go hand in hand. When talented people are trusted, challenged and supported, they achieve extraordinary things together.
Nationality: Romanian
Career to date
- 2002: Joins BAT as a Finance Management Trainee in the Netherlands
- 2004: Business & Strategy Development Manager
- 2005: Commercial Finance Manager Europe
- 2008: Finance Controller Western Europe Area
- 2009: Head of Corporate Finance Western Europe Region
- 2012: Finance Director Poland
- 2014: General Manager Sweden & Norway
- 2016: General Manager Poland
- 2017: Area Director Central Europe North
- 2019: Joins Asahi Europe & International as Managing Director Romania & Hungary
- 2021: Appointed Managing Director Czechia, Slovakia, Germany and Austria
- 2025: Appointed CEO Asahi Europe & International
- 2026: Joins BAT as Chief Financial Officer from September
Education
- International Business and Management Degree, Business Administration and Management Faculty, De Haagse Hogeschool
- Senior Development Programme, London Business School
- Executive MBA, General Management, Rotterdam School of Management
Personal interests
Outside work, I enjoy spending time with my family, following football and motorsport and reading about business, leadership and history. I am naturally curious and enjoy understanding what makes organizations, teams and individuals successful. Traveling and experiencing different cultures has reinforced my belief that the best ideas often come from keeping an open mind and continuously learning from others.
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