Consumer Activation Manager Americas Travel Retail

JT International S.A.•Miami, FL

12h

About The Position

At JTI, we celebrate differences and believe everyone truly belongs, with 46,000 people globally building their unique success stories. 83% of employees report happiness working at JTI. Global Travel Retail is a strategic channel that follows consumers during their travels, projecting over 13 billion sticks by 2026, making it JTI's fastest-growing market with a presence in over 160 markets. This channel is crucial for supporting GFB’s brand equity building and Ploom Geo expansion. The team is highly diverse, comprising 220 employees from 41 nationalities across more than 29 locations and 6 Regional Hubs. This position is responsible for developing and implementing Brand activation plans and initiatives across all product categories, including new product/line extension launches and Limited Edition Packaging (LEP), ensuring alignment with GTR Marketing strategies and Brand Group guidelines. The role involves close collaboration with Americas Travel Retail Sales teams to manage competitive activities for assigned markets, coordinate the activation calendar, implement consumer & trade marketing programs, and monitor KPIs. The manager will also engage with domestic markets for strategic plans and support, transferring knowledge within GTR to integrate and support Marketing Plan objectives, and maintaining close links with the Finance Travel Retail team for budget reporting.

Requirements

University degree or equivalent
Computer literate: Microsoft Office and SAP
Brand Communication (ATL / BTL)
Trade Segmentation
Merchandizing Management
Key Account Management
Fluent English

Nice To Haves

4 - 5 years in FMCG brand marketing experience incl. consumer/trade promotions management
Cross functional/cultural experience
Travel retail experience
Spanish a strong advantage
Other languages are a plus

Responsibilities

Develop and implement Brand activation plans and activation initiatives across all product categories, including new product/line extension launches and Limited Edition Packaging (LEP), aligning with GTR Marketing strategies & Brand Group guidelines.
Liaise and work very closely with Americas Travel Retail Sales teams, ensuring competitive activities for all assigned markets.
Coordinate the activation calendar.
Implement consumer & trade marketing programs.
Monitor KPIs.
Engage & align with domestic markets for their strategic plans and support.
Transfer knowledge within GTR to integrate and support further the Marketing Plan objectives.
Establish very close links with the Finance Travel Retail team for budget reporting.
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, and digital transformation priority.
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.
Lead consumer centric brand activations for new launches, LEP and/or brand rejuvenations.
Maintain a clear marketing activation calendar view of all projects with regular status updates.
Conduct ongoing evaluation of marketing programs and driving efficiency of campaigns.
Collaborate closely with RSC (Retail Sales Consultants) SPOC (Single Point of Contact) in providing support to GTR RSC program.
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.
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.