Sheps Isaac (or Sepsz), this was exactly the original surname of his parents Evgeny and Serena (Sepsz Eugen and Serena) (NB: it is like a crime story according to the known proverb “Did the boy exist”? strange and yet true…)
Date of birth: March 26, 1949/65 years old
Place of birth: Timisoara, Romania, the Austro-Hungarian family (NB: in the official biography he mentions Romanian-Israeli, strange and yet true…)
Nationality: Ethnic Jew (according to CV, he is Romanian-Israeli, strange, when your parents are Austro-Hungarian, but yet true…)
Scientific degree: Ph.D. – Candidate of Economic Sciences/in official letters he notes – Doctor of Economic Sciences; in Russia Ph.D. is Candidate but not Doctor, strange and yet true… Place of thesis defense is Bucharest, Romania, the Academy of Economic Studies.
Why and how did, dear Isaac, become a Member of the Advisory Council for Cooperation of the Eurasian Economic Commission and Belarusian-Kazakh-Russian Business Community? Alexander Shokhin, the President of the Non-Commercial Organization – All Russia Community of Employers “The Russian Union of Manufacturers and Entrepreneurs, holding a secondary post of the Independent Director of “Baltika Breweries” with salary 3.900.000 rub. plus bonuses, applied for Isaac’s introduction to the Board.
From 12.04.2012, Annual General Meeting of Shareholders fixed a maximum size of bonus paid to independent members of Board of Directors equal to 3 900 000 rub and also a maximum size of reimburse costs equal to 450 000 rub.
Marital status: married to Hayah Sheps (left of Isaac)
Children: two sons (33 and 38 years old, two step-daughters (29 and 36 years old).
Place of residence: England – Romania – Switzerland
Languages: fluent English, Romanian, Hungarian Hebrew; German – little bit.
Favorite kind of sport: tennis
Education:
We won’t comment how, with whom and why he, at the age of 13, came to Israel from socialistic Romania, governed by a well-known tyrant Ceausescu due to moral and ethic reasons. (NB: we don’t like when people, for example, not belonging to ethic Jew, make all efforts to become them (how – it is clear) and get an opportunity to immigrate to the USA, Germany, Israel. The Israelites suffered greatly, that’s why immigration lines from countries of the socialist camp were opened and to worm oneself to Jewry is the lowest of the low. By the way, in 2014 a citizen of Israel, Isaac Sheps, again, received Romanian citizenship, with a possibility to live abroad.
1986 — Israel Institute of Technology, bachelor’s degree in industrial engineering and management
1986 — Tel Aviv University, a degree in management sciences and organizational behavior
1995 — Tel Aviv University, MBA
2005 — The Academy of Economic Studies, Bucharest, Ph.D in economics
Career:
Isaac started his career in the brewing industry in 1998 as the President and CEO of United Romanian Breweries.
In 2004 he was appointed the Chairman of the Board of Directors for Carlsberg business in Bulgaria, Serbia and Croatia.
In 2006 he became CEO of Carlsberg Serbia.
From 2007 until 2008, while holding the position of CEO Carlsberg South East Europe, he was in charge of 7 countries: Bulgaria, Croatia, Hungary, Slovenia, Serbia, Bosnia and Herzegovina, and Montenegro).
In October 2008 – November 2011, he was CEO Carlsberg UK.
In December, 2011 Isaac Sheps was appointed the President of Baltika Breweries and Senior Vice President Eastern Europe, Carlsberg Group.
Favorite books: “The Girl with the Red Scarf” (1978) by Chinghiz Aitmatov; “Thinking, Fast and Slow” (2011) by Daniel Kahneman
Movie pick: Scent of a Woman (1992), directed by Martin Brest
Favorite St. Petersburg restaurant: the Ginza Project chain
Weekend getaway destination: Lausanne, Switzerland
Favorite fairy-tale:
“Alice in Wonderland, she’s playing croquet with the queen and the queen is changing the rules all the time so she can win and Alice says: “You cannot play like that.” And the queen says: “This is the way we play here.” It’s the same with business. You come to a market and this is the way you play. We adjust ourselves to the market because we cannot change it and it’s not our role to change it.” What the beer industry can do, believes Sheps, is change the way it plays.
Preferable expressions:
“You cannot sit and cry about the market conditions, but I often use a very good management book called Alice In Wonderland,” he says. “When she is getting frustrated that the rules of the game she is playing are constantly being changed, she is told, “This is the way we play here and that’s true.”
“That’s just the way things are. You can’t change market conditions, but you can change and you can always take market share from your competitors by making fewer mistakes than they do.”
“But more should be invested in changing people’s behaviour. As long as binge drinking is socially acceptable, it will continue. I’ve been in many countries where people drink a lot, but to “lose your legs” is not acceptable (NB: we withhold comments).
He adds: “The tax regime should actually encourage people to move to beer rather than wine and spirits. It’s very tough to binge drink on beer. It takes many hours and you have to go many times to the loo. It’s completely different from cheap wine and spirits.” (NB: in Russia, Isaac’s enemy is vodka, especially a phrase: beers without vodka – money to burn, in England – wine; enemies are everywhere).
Merits and awards:
Isaac Sheps has been successful in turning the UK business around to a point where it is has tripled its profits while growing market share from 13% to more than 15%, at a time when the UK beer market has been in decline.
In May 29, 2013, Isaac Sheps received HRH Prince Henrik of Denmark’s Royal Medal of Honour for his considerable efforts in promoting and strengthening the biggest Danish investment in Russia. (an award seems to be rather strange, taking into account the fact that as on date of the awarding ceremony Isaac has been working in Russia only for two years, the period when the market share and beer production volumes of “Baltika Breweries” began to decline). We believe that dear Prince Henrik ought to award the former President of JSC “Brewing Company “Baltika” Artemiev Anton Olegovich, working for 13 years, because thanks to him “Baltika” became the first in the Russian market.
No comments