Ricardo Oberlander

President and CEO

Reynolds American

Ricardo Oberlander's professional life spans 30 years, most of them dedicated to B2C and B2B marketing through local, regional and global roles. He started his career in 1984 at Xerox Brazil in a market research role. In 1989, he joined British American Tobacco (BAT) in Brazil (Souza Cruz), and in 1991 he moved to the U.K. to lead projects in product research and trade research. He returned to Brazil in 1994, where he held various roles in marketing (intelligence, brand management, sales and trade marketing) in Souza Cruz. In 2000, he joined Telemar (renamed Oi), the largest telecom group in the country at the time to head the small and medium enterprise business unit, along with maintaining responsibility for broadband and long-distance services. In 2002, he joined BAT (Latin America region) to lead a two-year project that contributes to fully revamping marketing planning and targeting in the group. He then moved as Marketing Director to BAT Malaysia, where he held full functional accountabilities (brands, trade marketing and marketing intelligence) for the company for more than three years. At the end of this assignment, he worked on a project to redefine the marketing structure and way of working for the whole BAT Asia-Pacific region. In 2007, he took over the role of Regional Head of Marketing for BAT Latin America and soon expanded to the Americas and Canada. In 2010, he moved to France as President and General Manager. In 2012, he moved to London as Global Consumer Director, accountable for the established and iconic brands Lucky Strike, Pall Mall, Rothmans and Viceroy. In 2013, he joined the BAT (LSE: BATS) management board as Regional Director for the Americas, reporting to the group’s CEO. In this role, he had full P&L accountability for £3 billion of net turnover/revenues and £1.2 billion in profits/net income, covering all countries in the Americas, excluding the U.S. In addition, he held joint responsibility for global strategy, results, governance and business management for BAT Group. On January 1, 2018, Oberlander took over as President and CEO at Reynolds American Inc.
He served as Chairman of the Board of Souza Cruz (BM&F BOVESPA: CRUZ3; market capitalization: £10 billion) from 2013 to 2016 and served on the board of directors for Reynolds American (NYSE: RAI; market capitalization: US$90 billion) from 2014 to 2017.
Born in Brazil, he has been married to Maria Fernanda for 27 years. They have a daughter and a son. He is a statistician (ENCE/FIBGE) and holds an MBA degree (IBMEC).
 

Skills

  • Marketing Performance
  • Marketing Talent
  • Corporate Culture
  • Building Teams
  • Career Management
  • Customer Behavior
  • Business Intelligence
  • Customer Insights
  • Global Trends
  • North America
  • Europe
  • Latin America
  • Global Expansion
  • Marketing Supply Chain
  • Brand Strategy
  • Marketing Spend
  • Marketing Operations

Interests

  • Alignment & Integration
  • Automation
  • Asset Management
  • eCommerce
  • Business Intelligence
  • Big Data
  • Analytics
  • Digital Marketing
  • Marketing Innovation
  • Digital Trends