Consumer Activation Manager

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Global Travel Retail is a strategic channel that follows our consumers whenever and wherever they travel. With a volume of more than 13bn sticks planned for 2026, we are the fastest-growing JTI market year to date with a presence in more than 160 markets. We also play a critical role in supporting GFB’s brand equity building and Ploom Geo expansion.

We are one of the most diverse teams within JTI, with 220 employees from 41 nationalities spread across more than 29 locations and 6 Regional Hubs.

Consumer Activation Manager

This position is responsible for developing and implementing of Brand activation plans and activation initiates across all product categories, including but not limited to new product/ line extension launches, Limited Edition Packaging (LEP). All aligning with GTR Marketing strategies & Brand Group guidelines.

She/He will also liaise and work very closely with Americas Travel Retail Sales teams, ensuring competitive activities for all assigned markets and being responsible for:

- The activation calendar coordination

- The implementation of consumer & trade marketing programs

- KPI monitoring

She/ He will have to engage & align with domestic markets for their strategic plans and support, transfer this knowledge within GTR to integrate and support further the Marketing Plan objectives.

She/He establishes very close links with the Finance Travel Retail team for budget reporting.

Position:

Marketing Strategy

• Lead the development of marketing strategies for assigned markets in collaboration with Sales team based on:
• GTR directions
• Synergy with domestic market internal plans and global trends
• Regulatory environment
• Digital transformation priority

Brand Activation Execution Excellence

• Lead the planning and Implementation of brand equity building initiatives in collaboration with Sales and P&S team through:
• Impactful merchandizing solutions & POSM based on GTR Equity guidelines
• Consumer centric brand activations for new launches, LEP and/or brand rejuvenations
• Maintaining a clear marketing activation calendar view of all projects with regular status updates
• Ongoing evaluation of marketing programs and driving efficiency of campaigns

Retail Excellence (1-2-1) Program

• Collaborate closely with RSC (Retail Sales Consultants) SPOC (Single Point of Contact) in providing support to GTR RSC program through:
• Support Program Manager in developing RSC brands communication training materials/ adapt training materials to market specificities
• Deliver brands communication training to RSC when required
• Together with Sales team, RSC SPOC and Global Indirect Procurement continuously search for the best and cost efficient agencies to work with

Marketing Budget Management

• Develop and manage assigned markets’ marketing budget process to ensure timely, consistent, and integrated delivery of marketing plans:
• Deliver clear and consistent plan during Annual Plans and quarterly revisions with detailed explanations on variances and/or changes in collaboration with sales team
• Ensure marketing investments efficiency & ROI via right resources allocation based on locations prioritization
• Ensure accuracy and full compliance with internal Policies & Procedures

Requirements:

• University degree or equivalent (required)
• 4 - 5 years in FMCG brand marketing experience incl. consumer/trade promotions management would be an advantage
• Cross functional/cultural experience is an advantage
• Travel retail experience is an advantage
• Computer literate: Microsoft Office and SAP
• Brand Communication (ATL / BTL), Trade Segmentation, Merchandizing Management, Key Account Management
• Fluent English (required)
• Other languages are a plus

What to expect:    

Expect well-being initiatives, flexible work arrangements, growth opportunities, and excellent benefits, including a unique family leave policy. For more details on local policies, speak with the Talent Expert.  

Are you ready to join us? Build your success story at JTI. Apply now!

Next Steps:

After applying, if selected, please anticipate the following within 1-3 weeks of the job posting closure: Phone screening with Talent Advisor > Assessment tests > Interviews > Offer. Each step is eliminatory and may vary by role type.

At JTI, we strive to create a diverse and inclusive work environment. As an equal-opportunity employer, we welcome applicants from all backgrounds. If you need any specific support, alternative formats, or have other access requirements, please let us know.