Juan José is the Head of Corporate and Regulatory Affairs for Western Europe, a position he has held since January 2024. In this role, he leads WE’s corporate affairs, regulatory strategy, fiscal and policy engagement across some of the most heavily regulated markets in Europe. He is responsible for securing that Western Europe’s regulation is fit to accelerate the company’s business transformation towards products that pose a lower health risk. Juan José, who holds a degree in Economics and an MBA, joined BAT in Spain in 2004 and built early experience across a range of marketing and commercial roles in Iberia, including General Management roles in Greece and Spain, where he strengthened business performance, led multi category transformation and built high performing teams. He also held the role of Global Head of Tax Engagement & International Trade bringing his solid business knowledge and acumen into the Global Government Affairs Group’s strategy. In this role, he led BAT’s engagement on fiscal and excise policy and international trade frameworks working closely with governments, industry associations and global institutions. He holds deep insight into the regulatory landscape, negotiation dynamics, and the interplay between fiscal and commercial policy at EU and Global level. Today, as Head of Corporate and Regulatory Affairs for Western Europe, Juan José brings together his commercial leadership, regulatory expertise and strategic policy background to guide the 23 markets within the Western Europe Area, through a fast evolving regulatory environment as BAT embarks on its mission to build a Smokeless World.