Position Title:  Director Brand Activation

Purpose and scope

The Senior Manager Brand Activation, reporting into the Head of Smoke Free Products, is the ultimate responsible to bring the IQOS brand to life and offer superb brand experiences to adult consumers in the Cluster. He/she is ultimately accountable for setting the brand retail strategy, ensuring a performing retail ecosystem and delivering the best-in-class consumer experience in the channel (IQOS Boutiques, Shop-in-shop, Seasonal touchpoints), achieving direct channel P&L and development through Implementation of retail guidelines. He/she is also responsible of activating the brand in the HORECA channel and in selected own & third party events, aimed at building IQOS as a relevant brand, generate word of mouth among key communities & media, and nurturing brand love.

Key accountabilities

• Develop and deploy a strategic eco-system to engage consumers at different stages along the Consumer Journey, from increasing the awareness of IQOS and its benefits, educating LAS to Heat not Burn category, easing their complete switch to the product (Learn and Live) to  provide Legal Age Smokers (LAS) exclusive experiences related to the IQOS brand that will foster consumer recommendation and actively sharing within their community of LAS (Bond and Advocate)
• Lead the design and activation of tailored Consumer Engagement activities in Horeca´s/LAMP (Legal Age Meeting Point)´s, Events and Festivals meant to expand presence of IQOS, engage LAS in different city-areas and operate inside our LAMPs network.
• Lead the design and activation of brand building experiences in brand retail, supporting the adaptation and deployment of the global communication campaigns in retail environment.
• Guarantee the deployment of all the activities for the in-market retail as planned, according to defined roadmap, co-creating with OC on all necessary design adaptations and customizations to adjust the retail concept to each physical space for both large and small retail formats.
• Ensure alignment with guidelines and adherence with local regulatory framework acting as a primary key contact with global brand retail team on all retail related topics.
• Ensure  store operations management for all retail formats.
• Identify high traffic locations and expand direct retail footprint to create IQOS awareness, boost brand image and support (Legal Age Nicotine Users (LANU) in their journey towards a smoke-free future
• Ensure that all activities associated with new openings are of high quality in terms of execution, relationship management with stakeholders, analysis, and identification of potential new opportunities.
• Monitor and track assigned budget, with a focus on retail efficiency.
• Manage a team of Managers/Supervisors/Sales Experts, ensuring their motivation and engagement.

Desired profile

• Over 10 years of experience in marketing, brand, category, and event management, particularly within consumer-centric and multinational organizations.
• Proven track record in managerial roles. The ideal candidate should possess strong experience in leading large teams and managing significant budgets/channels
• Strategic thinker with a knack for shaping consumer experiences and transforming ideas into tangible executions.
• Experience in event design and production.
• Deep understanding and passion for brand marketing and communication.
• Strong knowledge in retail design development, retail planning, and retail operations.
• Consumer-centric mindset with a focus on performance marketing.
• Exceptional planning and project leadership abilities.
• Experienced in working with multi-disciplinary, cross-functional project teams and managing diverse internal and external stakeholders.
• Quick learner who is curious, imaginative, and outward-looking.
• Excellent collaboration and communication skills, with experience in lean, agile, and test-and-learn environments that prioritize continuous improvement.
• Strong analytical skills, problem-solving abilities, data-driven thinking, and attention to detail.