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Title:  Winston Brand Manager

Job ID:  34921
Country:  Egypt
City:  Cairo
Professional area:  Marketing
Contract type:  Permanent
Professional level:  Experienced

JTI is a leading international tobacco company with operations in more than 120 countries. We’re the global owner of world-renowned brands such as Winston, the number two cigarette brand in the world, and Camel (outside the US). Our global brands also include Mevius, LD and Natural American Spirit, and we manufacture the internationally recognized Logic e-cigarette brand and Ploom Tech, a major brand in the heated tobacco category.

Headquartered in Geneva, Switzerland, we employ over 45’000 people across the globe. We were recently awarded Global Top Employer for the fifth consecutive year with regional Top Employer Certification in Europe, Asia-Pacific, North America, Africa and the Middle East. This is recognition of our outstanding talent strategy, energizing culture and commitment to learning and development.

Winston is JTI’s leading brand: a global icon that’s been providing smokers with high quality smoking moments since 1954 and its products are sold in more than 130 countries. Winston is the #2 international tobacco brand in the world and the #1 within LTN (Lower tar nicotine) segment.

The incumbent will work in Egypt -a market with huge volume opportunity (84 BNU FY2019, 2nd biggest in MENEAT Region), where JTI is accelerating our organic growth and setting the business for success driven by Winston with positive momentum and exciting portfolio line-ups.
Reporting to the Head of Marketing, the Winston Brand Manager will be the custodian of Winston brand & new brand launches whilst leading, developing and executing brand
& consumer strategies across multiple touch points developing sustainable long-term Portfolio.
The incumbent will be responsible in driving, together with cross functions, thorough consumer-centric & competitive understandings via necessary researches, Nielsen, Trackers, war-gaming competition to produce winning "Where to play" & "How to win" propositions of the overall Portfolio, Trade and Consumer strategies in line with business objectives.
The incumbent will drive in influence and collaboration with other functions the development & execution of all marketing mix including product & packaging development, brand communication, consumers activations & trade programs; to unconventionally architect through-the-line marketing following targeted consumers’ journey, wants & needs under a consistent thematic brand message, fully linked digitalization, and boost group-based emotional approval for the brand to crack through / leverage peers effects.
The incumbent is a key leader of the Marketing team and will closely collaborate with Field Marketing, Sales & the Region to drive impactful engagements and quality execution that translates to a high conversation rate, growing off-takes and organic volume.


  • Develop sustainable long-term Portfolio and Consumer strategies with Winston in Egypt market; further generate Winston 'brand momentum' whilst driving a strong brand equity in anticipation of MPIs to ensure pricing fluidity (GMs improvements)
  • Actively involve in the development of Business Reviews, SPC & A&SP marketing strategies in conjunction with Management team. This includes overall alignment, objective setting, strategic positioning, pricing, product & packaging, and stewardship of overall brand and portfolio plan.
  • Set brand volume, SOM & tracker KPIs in line with company and brand objectives
  • Ensure timely and high quality development & execution of all marketing mix including new product, new packaging, brand communication, consumers activations, and trade programs.
  • Unconventionally architect through-the-line marketing following targeted consumers’ journey, wants & needs under a consistent thematic brand message, fully linked digitalization, and boost group-based emotional approval for the brand to crack through / leverage peers effects.
  • Take complete responsibility for overall NPD/PLM management. Drive innovations to effectively improve brand awareness and trial.
  • Lead execution of new brand launches, push for and support the building of relevant & cost-effective unconventional initiatives to help build disruption and sustainable equity, and achieve business objectives.
  • Collaborate with Field Marketing and Sales to resourcefully focus our investments directly to Winston’s targeted consumers in relevant touch points to build massive trials, awareness & equity with impactful engagements and quality execution; secure Winston’s AP volume under limited investments by strictly focusing resources into outlets that matter  with timely push-and-pull programs and proactive resources navigations in reaction with ROI and Volume progress.
  • Understand the consumers and their wants and needs, track relevant trends through Tracker and Nielsen, understand competitor movements to evaluate portfolio opportunities and set the strategic direction, continuously monitor JTI's brand health and performance.
  • Ensure continuous follow-up and sound understanding of consumer insight, shopper & competition through field marketing team and other on field knowledge. Ensure consistent market knowledge, insights & learnings are shared cross-function and applied to relevant activities
  • Plan and manage annual brand budget to ensure focused and timely spending as per ASP commitments while being responsible for generation of monthly, quarterly forecasts and input on annual volume forecast for production, in conjunction with GSC & Sales, in order to ensure appropriate inventory / availability / levels at JTI / customers whilst avoiding OOC
  • Liaise close with Digital consultant to set a vision of how digital (activations, CRM Database, communication strategy, Social Media and other digital medium such as APP) will be used to drive brand growth whilst integrating the consumer segmentation insights on it to ensure a consumer-focused outlook and oversee the delivery of digital projects to market. Ensure all digital practices adhere to regulatory standards
  • Liaise close with Consumer Engagement Manager to enhance knowledge transfer specifically on product knowledge / brand strategies & programs / activations whilst securing an holistic strategy across all different touch points (on ground activation and digital)
  • Build the Core Capabilities of Brand Marketing to be:
>>Consumer-centric, insights-based, and forward-looking to produce winning strategies for our Brands and Products under the overall company’s competitive advantages and disadvantages.
>>Fluent in research methodology and using research data to analyze market trends and consumer’s behaviors to support strategic discussion and planning.
>>NPD & PLM-savvy with high quality project management capabilities, leveraging the business organization to ensure projects’ timeliness (new product launches and campaigns).
>>Proactive in conducting market visits and getting in touch with Field Force to gather feedbacks and drive the understandings of performance dynamics, insights, and effectiveness, and be able to quickly react to successes and failures alike
>>Autonomous, accurate, efficient, and timely in budget control.
>>Strong in leadership and quality of collaboration.
>>Support Head of Marketing to build a common commercial mindset with mutually celebrated senses of collaboration and accountability.



Bachelor’s degree in Marketing, Business Administration or equivalent. Holding MBA degree will be an advantage

8+ years of proven work experience as brand/portfolio management, preferably combined with marketing intelligence/insights background (FMCG industries)

Experience in defining marketing & consumer strategies & programs

Proven ability to manage complex projects and market requirements

Strong project management skills from inception to realization

Proficiency in field intelligence, KPI monitoring, reporting and trade marketing excellence tools.

Strong understanding of on-line marketing tools and social media platform

Experience in managing local & international creative agencies

‘International’ experience will be a ‘plus’

Accountable, proactive , people oriented, problem solving, analytical, winning attitude, reliable , creative whilst striving for quality

Excellent communications skills: written and verbal

Team player with strong people management skills, able to align, drive, influence and develop relationships in cross-functional teams with international exposure



Fluent in English & Arabic (oral & written)

Proficiency in MS office ( Power Point & Excel)



Brand & portfolio management l Pricing scenarios and analysis, trade terms, margin analysis l Trade / consumer/distribution/ channel strategy l Investment resource allocation & brand contribution management l Finance skills l Brand positioning l Brand communication (BTL) l A&SP development l New product launches l Product & packaging development l Agencies management l Consumer / trade trends monitoring l Competitive intelligence / assessment l External environment (regulatory, taxation, pricing, external / corporate relations, legal) l Market research (consumer & trade) & smoker insight l Trade Segmentation / Outlet targeting l Merchandising l Category management




Keep it simple: simple solutions, efficient ways of working, simplify things
Make it happen: effective & quick decisions, get the things done, from idea to action
Be Accountable: responsibilities understanding, open to success and failure, honest feedback
One Team: one team mindset, listening before speaking, diversity of talent


  • We are offering you a clear succession planning, that opens the doors for your growth locally or through international career opportunities, just prove yourself.
  • The company will be investing in you in many ways (development plans – trainings -assignments- global interactions) and all the needed to accomplish your job.
  • You will be part of a dynamic, fast-paced work environment in a constantly evolving industry. We offer a competitive salary and benefits package.

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