Javier Estades-Sáez Johansson
Visionary Chief Executive with over 30 years of global leadership across North America, Europe, and Latin America. Proven in driving profitable growth, leading enterprise transformation, and modernizing omnichannel operations. Expertise spans senior marketing and commercial roles in FMCG, luxury brands, and premium retail, with a strong focus on brand management and business strategy implementation.
Work History
President and CEO of Tabacalera USA
10 Years 6 Months- Led Imperial Brands' premium cigar business in the US, overseeing AUSA, JR Santa Clara, and Casa de Montecristo, managing a workforce of over 450 employees and driving $300MM in revenue.
- Directed operations turnaround by implementing a new business model, resulting in 45% profit increase and 30% sales growth over 10 years at AUSA, and transformed JR cigars from a mail company to a leading online operation. Established Casa de Montecristo, growing it into one of the largest retailers in the USA with 16 stores.
- Main Achievements:
- Turnaround of the operations through the implementation of a new winning Business model. Increased total profit by 45% and sales by 30%; growth in value, volume, and profit for 10 years (AUSA), transformation of JR cigars from a mail company into a leading online operation and fastest growing. Creation of Casa de Montecristo with 16 stores, one of the largest retailers in the USA
General Manager, Premium Cigar Division
- Developed Oversaw operations in Spain into top country in sales for Premium Cigar market.
- Increased market share for Habanos and Vegafina premium brands.
- Managed ITG’s premium international cigar brands, overseeing P&L and a team of 50 people.
- Led multinational operations for cigar industry, driving strategic initiatives.
- Leading Cigar Industry multinational company
- Spain
Marketing & Sales Director, Cigar Business Unit
- Achieved 34% share of market (SOM) while managing team of 170 employees.
- Implementation of the new business model, 21% headcount savings over 2 years and business growth of +7% (-15% prior to my appointment). Total profit growth +12% during last year.
- Led operations for multinational cigar company
- Marketing Director, Cigar Business Unit
- Spain
Marketing Director, Cigar Business Unit
- Launched Dux, developing brand into number two position with +17% SOM over two years.
- Launched Dux, growing brand to number two position with +17% share of market over two years.
- Relaunched Vegafina, doubling sales turnover and achieving fastest-growing brand status in the market.
- Directed business strategies to enhance brand visibility in the cigar market
Marketing Manager
1 Year- Contributed to 30% of the group's business (Expansión, Actualidad Económica and Telva).
- Developed marketing plans for a new common brand identity and created a new strategy for POS.
- Developed and implemented strategic marketing plans to enhance brand visibility and market positioning.
- Analyzed market trends and consumer behavior to inform product development and promotional strategies.
- Led cross-functional teams in executing integrated marketing campaigns across digital and traditional channels.
Marketing Manager FMCG
1 Year- Developed MUM BOTANICALS brand to number one position in Spain, leading market sales in Europe and facilitating its international relaunch.
- Senior Brand Manager (1996 - 1999)
- Developed and executed integrated marketing campaigns to enhance product visibility and drive engagement.
- Collaborated with cross-functional teams to align marketing strategies with business objectives and brand messaging.
- Analyzed market trends and consumer insights to inform campaign strategies and optimize performance.
Product Manager / Junior Product Manager
4 Years- Launched Clairol’s HERBAL ESSENCES Shampoo and Conditioner in Spain, achieving €14MM turnover in the first year and placing the new brand among the top four within three years.
Education
Doctor in Business Administration (DBA)
International MBA
Bachelor of Science - Business Administration (International Business Major, Economics Minor)
Skills
Accomplishments
Throughout more than three decades of international leadership, Javier Estades Sáez Johansson has built a track record of transforming businesses, accelerating profitable growth, and creating long-term enterprise value. As President & CEO of Tabacalera USA, he led a $300M+ enterprise generating approximately $45M in EBITDA and employing more than 450 people, while delivering 45% operating profit growth and transforming the organization across brands, retail, e-commerce, supply chain, and operations. He doubled the size of Altadis USA, built Casa de Montecristo into a leading U.S. luxury premium retail network with 17+ locations, 10 new stores opened, and more than $50M in annual revenue, and transformed JR Cigar into one of North America’s largest premium cigar e-commerce businesses with $150M+ in annual online revenue. Earlier in his career, he successfully launched Herbal Essences in Spain, helping establish it among the market’s leading shampoo brands, and led growth and transformation initiatives across Europe and international markets. Beyond corporate leadership, he became the first non-American Chairman of the Cigar Association of America, served as President of the U.S.–Spain Chamber of Commerce, received Spain’s Order of Civil Merit, earned recognition in the U.S. Congressional Record, and completed a Doctor of Business Administration at Florida International University with a 4.0 GPA.
Affiliations
- Chairman of the Cigar Association of America (First non-US to Chair the most important cigar association in the USA) http://www.cigarassociation.org/about/message-chairman
- President of the Board of the US-Spain Chamber of Commerce http://spainuschamber.com/es/about-us/board-of-directors
- Board Member GABY inc https://www.gabyinc.com/
Languages
Timeline
President and CEO of Tabacalera USA
General Manager, Premium Cigar Division
Marketing & Sales Director, Cigar Business Unit
Marketing Director, Cigar Business Unit
Marketing Manager
Marketing Manager FMCG
Product Manager / Junior Product Manager
George Washington University
IE Business School
Florida International University
Awards and Recognitions
Courses & Seminars (Most relevant)
- Executive Program Corporate Governance The Wharton School
- Management Development Program ESCP-EAP (Madrid-Berlin).
- Persuasive Sales Training & Presentations Skills. Potential Unlimited (London).
- Transformational Leadership Program (Imperial Brands Senior Program). Ashbridge Business School.