SlideShare a Scribd company logo
Sergey Bouksa’s mantra is deceptively
simple: “If you want to win, you have to
work hard!” But there’s much more to his
winning combination than mere diligence.
Born in 1970 into a family of engineers and
economists in Brest, Belarus on the Polish
border, Sergey and his elder brother were
brought up “in an atmosphere of simple
human values: love, respect and trust.
Our parents believed in us and spared no
efforts to ensure that we had a good edu-
cation and grew up honest and industrious
so that we could find good jobs and afford
what they called a ‘better life.’”
Ever curious and open to diversity, Sergey
was anxious to escape what he terms the
“boring uniformity of the Soviet era.” This
led him to read psychology, linguistics and
pedagogy at the State Linguistic University
in Minsk, graduating in English, French and
Italian in 1993. “I still believe that speak-
ing foreign languages is a great key to the
knowledge and culture of other nations,”
Sergey says. “I read and enjoyed Oscar
Wilde, Somerset Maugham, Mark Twain,
Maupassant and Victor Hugo, but having
been brought up on Russian literature, my
favorites will always remain Pushkin, Tol-
stoy and Chekhov,” he adds with a smile.
Yet despite his excellent language skills,
after university the realities of the post-
Soviet era hit home. To acquire some
commercial knowledge, Sergey took a
Business Introduction degree from the
University of Western Ontario’s School of
Business Administration. His first job was
as a marketing associate at Shell’s repre-
sentative office in Belarus, but as he had
always been fascinated by people, nego-
tiating and achieving competitive targets,
he soon found himself heading the sales
and marketing team of a national Martini/
Bacardi and Allied Domecq distributor in
Belarus. “It was an exciting job,” Sergey re-
members, “and offered me many learning
opportunities and my first management
experience. However, my quest for diver-
sity called for something else – I wanted to
work for a true multinational.”
Enthusiasm, energy, expectation
“In February 1998, my dream came true: I
joined R J Reynolds, launching my career
in a truly global business. I still remember
the sense of enthusiasm, energy and ex-
pectation – which I have now experienced
at least three times as my career at JTI
has progressed since JT acquired RJR in
1999. We went through many business
set-up stages in Belarus, increasing annual
volume from almost zero to half a billion
– a great source of satisfaction – but once
the opportunity arose to move forward in
my career, at the end of 2000 I eagerly ac-
cepted the post of Regional Sales Manager
for the Baltic markets: Latvia, Lithuania
and Estonia.”
The move to the Latvian capital, Riga, was
a major decision, particularly as it meant
Sergey’s wife Galina leaving her job with
an Italian packaging manufacturer. “We
had very little idea of what we were letting
ourselves in for, but we had enormous
support from the Company, which does so
much to make these transitions easier for
its international employees.” For three-and-
a-half years, Sergey led C&TM operations,
and was responsible for setting up trade
marketing teams and new key accounts to
handle the booming
trade with super-
markets and petrol
stations that was
emerging beside ki-
osks and organized
convenience stores.
“We achieved excel-
lent growth – a real
success story. And
my family also grew
(Galina gave our son
Anton a little brother, Alexey).” Ever-eager
to improve his functional knowledge, Ser-
gey also enrolled for an MBA degree at the
business school of the Open University in
the UK. “It took me almost four years to
finish my degree – a very challenging pe-
riod with plenty of work, sleepless nights
and the excitement of exams passed.”
Opportunity beckoned again in 2004
when the Bouksa family moved to Ge-
neva, where Sergey was stationed as
Trade Marketing Manager in the Global
Marketing Excellence team. “Experienc-
ing a global role at Geneva HQ is the
best thing that can happen to any JTI
employee, as it offers real global in-
volvement, connects you with so many
people across the world, expands your
professional horizons and accelerates
the learning curve. I worked with many
markets across different regions as well
as various stakeholder groups in Ge-
neva. But once you’ve accumulated that
knowledge, you become impatient to get
back to the market so as to be able to put
it into practice!”
Intense and varied
The chance to do so came in February
2008, when the Bouksas moved to Bel-
grade, Serbia, where Sergey was to lead
the C&TM Strategy, Planning and De-
velopment teams. “So far, this was the
most intense and varied assignment of
my career!” he laughs. The portfolio in-
creased from 54 to 126 SKUs, the team
grew from 96 to 129, and market share
rose to 10% – a considerable achieve-
ment. And operations expanded from
five to seven markets – Serbia, Croatia,
Macedonia, Montenegro, Bosnia Herze-
govina, Albania, and Kosovo. “We owe
this continuous growth to our wonderful
people,” he adds with pride.
Sergey has been Head of C&TM Adriatica
since October 2010. “The Adriatica region
is a big mix, with major differences in
lifestyle, religion and ethnic background,”
he explains. What differences has Sergey
noticed in his ten-year stint away from
Belarus? “In the Baltic markets, people
were more reserved
and less emotional,
while at Geneva HQ
there was an incred-
ibly diverse mix of
people from all over
the world. Here in
Serbia, people are
warmer, easy-going
and more Mediter-
ranean in spirit. But
the best way to get
to know Adriatica is to take part in our
C&TM Conference, where you’ll be greet-
ed in at least seven different languages by
people of eight different nationalities. This
is the place to discuss sales, wholesalers,
fully managed DSD, distributors, TME or
to learn about ad valorem excise, fixed
excise, mixed excise, advertising bans,
30:40 or 50:50, pictorial health warn-
ings, or customs and trade arrangements
between countries in the region, the EU
and Eastern Europe. This diversity is our
strength and stimulates innovation.”
Clarity of direction
“And if anyone were to ask me what I
consider the most important thing in busi-
ness,” Sergey adds, “I would say: clarity of
direction and having the right people on
board. Throughout my career, I’ve been
privileged to work with great people, and
that’s what I believe in! To quote one of
my favorite authors, Anton Chekhov, ‘You
must trust and believe in people, or life
becomes impossible.’”
So far, Sergey’s faith appears to have
stood him in good stead. Of course, it also
helps to have a supportive, loving wife and
family. The Bouksas’ third son, Alexander,
was born in Belgrade. Who knows where
his father will take him next? And while
Sergey enjoys a rare moment of repose
before moving on to pastures new, he can
indulge his philosophical nature – by dip-
ping into War and Peace.
The
restless
philosopher
Head of CTM Adriatica
Sergey Bouksa, originally
from Belarus, has been based
in Belgrade, Serbia, since
2008. The past decade has
seen him pursue a rapid and
varied career – while
retaining a philosophical
view of the world.
“Experiencing a global role at
Geneva HQ is the best thing that
can happen to any JTI employee…
but once you’ve accumulated that
knowledge, you become impatient
to get back to the market to put
it into practice.”
20 | INSIDE 45 INSIDE 45 | 21
peoplePeople

More Related Content

Recently uploaded

Cryptocurrency KYC Policies: Comparing Binance KYC Bypass with Rivals
Cryptocurrency KYC Policies: Comparing Binance KYC Bypass with RivalsCryptocurrency KYC Policies: Comparing Binance KYC Bypass with Rivals
Cryptocurrency KYC Policies: Comparing Binance KYC Bypass with Rivals
Any kyc Account
 
Discover who your target audience is and reach them
Discover who your target audience is and reach themDiscover who your target audience is and reach them
Discover who your target audience is and reach them
Quibble
 
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual TrainingpptxYou Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
Cynthia Clay
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
Workforce Group
 
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
Newman George Leech
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
James AH Campbell
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
Auxis Consulting & Outsourcing
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Aggregage
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital Banking
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital  BankingCheslyn Jacobs- TymeBank: Building Consumer Trust in Digital  Banking
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital Banking
itnewsafrica
 
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Growth Buyouts - The  Dawn of the GBO (Slow Ventures)Growth Buyouts - The  Dawn of the GBO (Slow Ventures)
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Razin Mustafiz
 
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance UpdatesFamily/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
AishwaryaDoiphode3
 
Satta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatkaSatta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatka
➑➌➋➑➒➎➑➑➊➍
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
maigasapphire
 
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
itnewsafrica
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
projectseasy
 
Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...
Brian Frerichs
 
Pricing sophistication - auto insurance telematics
Pricing sophistication - auto insurance telematicsPricing sophistication - auto insurance telematics
Pricing sophistication - auto insurance telematics
Matteo Carbone
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
projectseasy
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
Top IT Marketing
 

Recently uploaded (20)

Cryptocurrency KYC Policies: Comparing Binance KYC Bypass with Rivals
Cryptocurrency KYC Policies: Comparing Binance KYC Bypass with RivalsCryptocurrency KYC Policies: Comparing Binance KYC Bypass with Rivals
Cryptocurrency KYC Policies: Comparing Binance KYC Bypass with Rivals
 
Discover who your target audience is and reach them
Discover who your target audience is and reach themDiscover who your target audience is and reach them
Discover who your target audience is and reach them
 
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual TrainingpptxYou Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
 
Cracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptxCracking the Customer Experience Code.pptx
Cracking the Customer Experience Code.pptx
 
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
 
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital Banking
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital  BankingCheslyn Jacobs- TymeBank: Building Consumer Trust in Digital  Banking
Cheslyn Jacobs- TymeBank: Building Consumer Trust in Digital Banking
 
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
Growth Buyouts - The  Dawn of the GBO (Slow Ventures)Growth Buyouts - The  Dawn of the GBO (Slow Ventures)
Growth Buyouts - The Dawn of the GBO (Slow Ventures)
 
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance UpdatesFamily/Indoor Entertainment Centers Market: Regulation and Compliance Updates
Family/Indoor Entertainment Centers Market: Regulation and Compliance Updates
 
Satta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatkaSatta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatka
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
 
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
Anton Grutzmache- Ominisient: The Data Revolution in Banking: From Scoring Cr...
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5TALENT ACQUISITION AND MANAGEMENT LECTURE 5
TALENT ACQUISITION AND MANAGEMENT LECTURE 5
 
Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...Navigating Change Strategies for Effective Transition and Operational Plannin...
Navigating Change Strategies for Effective Transition and Operational Plannin...
 
Pricing sophistication - auto insurance telematics
Pricing sophistication - auto insurance telematicsPricing sophistication - auto insurance telematics
Pricing sophistication - auto insurance telematics
 
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2TALENT ACQUISITION AND MANAGEMENT LECTURE 2
TALENT ACQUISITION AND MANAGEMENT LECTURE 2
 
Top Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdfTop Digital Marketing Strategy in 2024.pdf
Top Digital Marketing Strategy in 2024.pdf
 

Featured

2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
Search Engine Journal
 
Storytelling For The Web: Integrate Storytelling in your Design Process
Storytelling For The Web: Integrate Storytelling in your Design ProcessStorytelling For The Web: Integrate Storytelling in your Design Process
Storytelling For The Web: Integrate Storytelling in your Design Process
Chiara Aliotta
 
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
OECD Directorate for Financial and Enterprise Affairs
 
How to Leverage AI to Boost Employee Wellness - Lydia Di Francesco - SocialHR...
How to Leverage AI to Boost Employee Wellness - Lydia Di Francesco - SocialHR...How to Leverage AI to Boost Employee Wellness - Lydia Di Francesco - SocialHR...
How to Leverage AI to Boost Employee Wellness - Lydia Di Francesco - SocialHR...
SocialHRCamp
 
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
Marius Sescu
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
Expeed Software
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
Pixeldarts
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
ThinkNow
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
marketingartwork
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
Skeleton Technologies
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
Kurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
SpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Lily Ray
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
Rajiv Jayarajah, MAppComm, ACC
 

Featured (20)

2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing2024 Trend Updates: What Really Works In SEO & Content Marketing
2024 Trend Updates: What Really Works In SEO & Content Marketing
 
Storytelling For The Web: Integrate Storytelling in your Design Process
Storytelling For The Web: Integrate Storytelling in your Design ProcessStorytelling For The Web: Integrate Storytelling in your Design Process
Storytelling For The Web: Integrate Storytelling in your Design Process
 
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
Artificial Intelligence, Data and Competition – SCHREPEL – June 2024 OECD dis...
 
How to Leverage AI to Boost Employee Wellness - Lydia Di Francesco - SocialHR...
How to Leverage AI to Boost Employee Wellness - Lydia Di Francesco - SocialHR...How to Leverage AI to Boost Employee Wellness - Lydia Di Francesco - SocialHR...
How to Leverage AI to Boost Employee Wellness - Lydia Di Francesco - SocialHR...
 
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
 
Everything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPTEverything You Need To Know About ChatGPT
Everything You Need To Know About ChatGPT
 
Product Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage EngineeringsProduct Design Trends in 2024 | Teenage Engineerings
Product Design Trends in 2024 | Teenage Engineerings
 
How Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental HealthHow Race, Age and Gender Shape Attitudes Towards Mental Health
How Race, Age and Gender Shape Attitudes Towards Mental Health
 
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 

Jti–i nside 45_bouksa

  • 1. Sergey Bouksa’s mantra is deceptively simple: “If you want to win, you have to work hard!” But there’s much more to his winning combination than mere diligence. Born in 1970 into a family of engineers and economists in Brest, Belarus on the Polish border, Sergey and his elder brother were brought up “in an atmosphere of simple human values: love, respect and trust. Our parents believed in us and spared no efforts to ensure that we had a good edu- cation and grew up honest and industrious so that we could find good jobs and afford what they called a ‘better life.’” Ever curious and open to diversity, Sergey was anxious to escape what he terms the “boring uniformity of the Soviet era.” This led him to read psychology, linguistics and pedagogy at the State Linguistic University in Minsk, graduating in English, French and Italian in 1993. “I still believe that speak- ing foreign languages is a great key to the knowledge and culture of other nations,” Sergey says. “I read and enjoyed Oscar Wilde, Somerset Maugham, Mark Twain, Maupassant and Victor Hugo, but having been brought up on Russian literature, my favorites will always remain Pushkin, Tol- stoy and Chekhov,” he adds with a smile. Yet despite his excellent language skills, after university the realities of the post- Soviet era hit home. To acquire some commercial knowledge, Sergey took a Business Introduction degree from the University of Western Ontario’s School of Business Administration. His first job was as a marketing associate at Shell’s repre- sentative office in Belarus, but as he had always been fascinated by people, nego- tiating and achieving competitive targets, he soon found himself heading the sales and marketing team of a national Martini/ Bacardi and Allied Domecq distributor in Belarus. “It was an exciting job,” Sergey re- members, “and offered me many learning opportunities and my first management experience. However, my quest for diver- sity called for something else – I wanted to work for a true multinational.” Enthusiasm, energy, expectation “In February 1998, my dream came true: I joined R J Reynolds, launching my career in a truly global business. I still remember the sense of enthusiasm, energy and ex- pectation – which I have now experienced at least three times as my career at JTI has progressed since JT acquired RJR in 1999. We went through many business set-up stages in Belarus, increasing annual volume from almost zero to half a billion – a great source of satisfaction – but once the opportunity arose to move forward in my career, at the end of 2000 I eagerly ac- cepted the post of Regional Sales Manager for the Baltic markets: Latvia, Lithuania and Estonia.” The move to the Latvian capital, Riga, was a major decision, particularly as it meant Sergey’s wife Galina leaving her job with an Italian packaging manufacturer. “We had very little idea of what we were letting ourselves in for, but we had enormous support from the Company, which does so much to make these transitions easier for its international employees.” For three-and- a-half years, Sergey led C&TM operations, and was responsible for setting up trade marketing teams and new key accounts to handle the booming trade with super- markets and petrol stations that was emerging beside ki- osks and organized convenience stores. “We achieved excel- lent growth – a real success story. And my family also grew (Galina gave our son Anton a little brother, Alexey).” Ever-eager to improve his functional knowledge, Ser- gey also enrolled for an MBA degree at the business school of the Open University in the UK. “It took me almost four years to finish my degree – a very challenging pe- riod with plenty of work, sleepless nights and the excitement of exams passed.” Opportunity beckoned again in 2004 when the Bouksa family moved to Ge- neva, where Sergey was stationed as Trade Marketing Manager in the Global Marketing Excellence team. “Experienc- ing a global role at Geneva HQ is the best thing that can happen to any JTI employee, as it offers real global in- volvement, connects you with so many people across the world, expands your professional horizons and accelerates the learning curve. I worked with many markets across different regions as well as various stakeholder groups in Ge- neva. But once you’ve accumulated that knowledge, you become impatient to get back to the market so as to be able to put it into practice!” Intense and varied The chance to do so came in February 2008, when the Bouksas moved to Bel- grade, Serbia, where Sergey was to lead the C&TM Strategy, Planning and De- velopment teams. “So far, this was the most intense and varied assignment of my career!” he laughs. The portfolio in- creased from 54 to 126 SKUs, the team grew from 96 to 129, and market share rose to 10% – a considerable achieve- ment. And operations expanded from five to seven markets – Serbia, Croatia, Macedonia, Montenegro, Bosnia Herze- govina, Albania, and Kosovo. “We owe this continuous growth to our wonderful people,” he adds with pride. Sergey has been Head of C&TM Adriatica since October 2010. “The Adriatica region is a big mix, with major differences in lifestyle, religion and ethnic background,” he explains. What differences has Sergey noticed in his ten-year stint away from Belarus? “In the Baltic markets, people were more reserved and less emotional, while at Geneva HQ there was an incred- ibly diverse mix of people from all over the world. Here in Serbia, people are warmer, easy-going and more Mediter- ranean in spirit. But the best way to get to know Adriatica is to take part in our C&TM Conference, where you’ll be greet- ed in at least seven different languages by people of eight different nationalities. This is the place to discuss sales, wholesalers, fully managed DSD, distributors, TME or to learn about ad valorem excise, fixed excise, mixed excise, advertising bans, 30:40 or 50:50, pictorial health warn- ings, or customs and trade arrangements between countries in the region, the EU and Eastern Europe. This diversity is our strength and stimulates innovation.” Clarity of direction “And if anyone were to ask me what I consider the most important thing in busi- ness,” Sergey adds, “I would say: clarity of direction and having the right people on board. Throughout my career, I’ve been privileged to work with great people, and that’s what I believe in! To quote one of my favorite authors, Anton Chekhov, ‘You must trust and believe in people, or life becomes impossible.’” So far, Sergey’s faith appears to have stood him in good stead. Of course, it also helps to have a supportive, loving wife and family. The Bouksas’ third son, Alexander, was born in Belgrade. Who knows where his father will take him next? And while Sergey enjoys a rare moment of repose before moving on to pastures new, he can indulge his philosophical nature – by dip- ping into War and Peace. The restless philosopher Head of CTM Adriatica Sergey Bouksa, originally from Belarus, has been based in Belgrade, Serbia, since 2008. The past decade has seen him pursue a rapid and varied career – while retaining a philosophical view of the world. “Experiencing a global role at Geneva HQ is the best thing that can happen to any JTI employee… but once you’ve accumulated that knowledge, you become impatient to get back to the market to put it into practice.” 20 | INSIDE 45 INSIDE 45 | 21 peoplePeople