One clear purpose - to deliver a smoke-free future.

Times are changing at PMI. We’ve chosen to do something big. The world expects us to act responsibly. And we are doing just that by transforming our business by building a smoke-free future.

With huge change, comes huge opportunity. So, wherever you join us, you’ll enjoy the freedom to dream up and deliver better, brighter solutions and the space to move your career forward in endlessly different directions.

Introducing smoke-free products shifts the focus of our entire business. We’re fast moving from a B2B to a B2C model – and our newly created Customer Centric Organization (CCO) team is driving that commercial transformation. Their role is to understand customer conversion journeys in different international markets, then to find the best ways to connect with smokers and convince them to switch to reduced-risk products.

Purpose of the Job

Manage the design of brand experiences aimed at building IQOS as a relevant brand, generate WoM among key communities & media, nurturing brand love, across 3 experiential channels:
Owned events / Festivals, Brand Retail, and HORECA. Also be responsible to create experiences that are key driver of the Brand Engagement Strategy along the consumer journey as well as the commercial infrastructure to ensure a successful commercialization in line with company’s short and mid-term targets.
In line with Category content & communication strategy, following the marketing calendar, and analysing local opportunities leads the design of brand building experiences across experiential channels (HORECA, Events, Festivals, Brand Retail). Develops ideas & formats to position IQOS as a relevant brand (Brand equity), to foster emotional connection with experiences worth spreading, and to increase Tier 2 awareness, with the objective to provoke positive conversation on the brand.  
Manage and follow the developmenet of the holistic engagement concepts and toolboxes as a key driver of brand building, product understanding, conversion and retention enabling us to execute brand activation in the most impactful and efficient way towards the consumer by focusing on global and local engagement platforms. Lead project management to ensure that all critical milestones are met and liaise between Brand Engagement OC, market P1 Brand Content, and third parties (agencies) to secure the successful product- and image-building campaign launches in the market.
Responsible of budget of Brand Activation team, ensuring proper management of costs & RFs throughout the year, leading Operations & agency contracts. On top of that, management the analyticis regarding brand activation activities, ensuring brand coherency and effective impact.
The position requires a good understanding of brand framework, local & global campaigns, consumer-knowledge along the entire consumer journey and a solid experience managing various key stakeholders internally (e.g. Marketing, CX, Legal, Finance, Corp. Coms/ Global Brand Group and Field Force) as well as externally (Agencies, Venue & Collaboration Partners).

Accountabilitity 1

•    Leveraging on marketing plan, manage and support the design of Brand Engagement Programs to reinforce image communication in line with brand strategies and positioning;
•    Manage and supervise the execution of brand engagement fine concepts (e.g. global engagement platform, local engagement programs, product launches e.g. Iluma etc.) within allocated budgets in order to create the sustainable consumer demand that will ensure achievement of annual and long-term (LRP) business objectives;
•    Ensure quality of execution (right material, right time, right place), prioritize activities and efficiently manage available (and finite) resources to ensure the consistent and highest possible standard of brand communication across all channels (Owned Events, Brand Retail Activations, HORECA, Events, Festivals etc.);
•    Manage, sustain and improve Brand Engagement Event Toolbox, Guest Management systems and Engagement Mechanics

Accountability 2

Maintain and manage critical collaboration partners (e.g. Artists, Designers) for consumers beyond traditional advertising and communication channels in order to maximise brand experience level to the widest LAS and LAU audience

Accountability 3

Design creative trade marketing initiatives (Brand Retail Activations) in order to create impact at the point of sale in line with brand 

Accountability 4

 Be the brand experience designer of Brand Engagement acitvities, as one important stream to fuel brand power/WOM and foster advocacy among LAUs 

Accountability 5

Be part of full BTL/Engagement strategy, deriving from Insights/numbers, delivering on highest brand potential Build and realize brand engagement fine concepts (omni-channel approach) in an impactful and effective way incl. monitoring and analysis on deployed concepts Systematically review local consumer trendsEnsure effective collaboration with P1 Brand Content to align brand communication to the designed brand experience

*Please apply by September 19th