CONSUMER EXPERIENCE LEAD

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Consumer Experience Lead Middle East & Global Shisha

What this position is about – Purpose

The Consumer Experience and Merchandising Lead is responsible for shaping and executing mid- to long-term strategies across all channels, embedding a multi-category approach where relevant to support brand objectives. This role focuses on designing and implementing a compelling consumer journey through effective, measurable TTL activation programs, including Retail, HoReCa, and Events and a robust merchandising strategy across all markets and channels, with a strong emphasis on ROI, ROO, and program effectiveness analysis.

Success in this role means delivering unmatched consumer experiences, driving measurable impact on brand equity and commercial KPIs, and leading the organization toward locally relevant, consumer-first marketing initiatives.

Responsibilities

• Strategic Planning & Channel Development
• Design and implement mid- to long-term strategies across all channels, embedding a multi-category approach where relevant.
• Align strategies with brand plans and commercial objectives, ensuring consistency across markets.
• Continuously evaluate market trends and consumer insights to refine channel strategies.
• Consumer Journey & Activation Programs
• Develop and execute TTL activation programs across Retail, HoReCa, and Events.
• Ensure activations deliver superior consumer experiences that drive brand awareness, trial, and loyalty.
• Monitor and measure program effectiveness, ROI, and ROO to optimize future initiatives.
• Merchandising Strategy
• Create and implement a comprehensive merchandising plan to maximize brand visibility at point of sale, incorporating multicategory approaches where feasible.
• Oversee deployment of permanent POS materials across multiple geographies.
• Ensure merchandising standards are maintained consistently across all channels.
• Cross-Functional Collaboration, Stakeholder Management & Reporting
• Work closely with Portfolio Teams (Combustibles, RRP, Shisha, Exploratory Segments), Sales, and back-office functions (Finance, SI, Legal).
• Facilitate alignment between marketing, commercial, and operational teams to ensure seamless execution.
• Proactively manage expectations of key stakeholders through regular updates and feedback loops.
• Deliver consolidated commercial reporting on program performance and strategic direction not limited to program effectiveness, ROI, ROO
• Provide actionable insights to inform decision-making at senior levels.
• Market Expansion / New Category Entry Support
• Drive readiness for new market entries by establishing trade marketing and consumer activation frameworks.
• Support capability building among team members to ensure successful market launches via consumer activation and merchandising support
• Team Leadership & Culture Building
• Create an inspiring and motivating work environment that fosters collaboration and a One Team mindset.
• Coach and develop team members to build strong trade marketing and consumer activation capabilities by injecting curiosity, innovation and test and trial concepts.
• Lead the transition toward a consumer-centric field organization.
• Consumer Data & Engagement
• Develop clear strategies for consumer data management and personalized engagement (1 1 programs, brand ambassadors).
• Explore innovative initiatives to attract and retain targeted consumers.
• Ensure all programs are supported by robust effectiveness analysis and ROI/ROO metrics.
• Budget Management
• Accurately manage and monitor budgets for activations, trade marketing and special events as per set brand and program KPIs. Continuously innovate and look for new ways to deliver superior quality at a reduced cost incorporating long term ROI and ROO growth for the cluster.
  
  

Requirements

• BA in Business Administration or similar
• Minimum 5 years Trade Marketing experience in an FMCG company, Managing Multi Categories
• Fluent English (required), Arabic language is a plus.
• Microsoft Office
  
  

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.

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