Consumer Activation Manager Europe Global Travel Retail

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Please apply by 25 March 2026 

Consumer Activation Manager Europe Global Travel Retail

This role is responsible for developing and executing brand activation strategies across assigned markets in alignment with Global Travel Retail (GTR) marketing priorities and Brand Group guidelines. The position drives the implementation of product launches, Limited Edition Packaging (LEP), brand campaigns across static and digital channels, and merchandising solutions in line with GTR visibility standards.

You will manage the marketing activation calendar and collaborate closely with Sales teams to ensure effective planning and execution of marketing initiatives. You will also be responsible for marketing budget management, optimizing resource allocation and ensuring accurate planning across designated markets.

Working closely with Europe Regional Sales teams, you will support the execution of consumer and trade marketing programs, coordinates activation activities, and monitors key performance indicators (KPIs). The position also partners with domestic markets to align on strategic initiatives and integrate relevant insights into GTR marketing plans.

Additionally, you will collaborate with the Europe Travel Retail Finance team to support marketing budget tracking and reporting.

Position: 

Marketing Strategy

• Lead marketing strategy  development for assigned markets in partnership with Sales, aligned with GTR directions, domestic market plans, global trends, regulatory requirements, and digital transformation priority

Brand Activation Execution Excellence 

Lead the planning and Implementation of brand equity building initiatives through: 

• Developing impactful merchandizing solutions & POSM based on GTR Equity guidelines
• Delivering consumer centric brand activations for new launches, LEPs and/or brand rejuvenations
• Maintaining a clear, up-to-date marketing activation calendar with regular status updates
• Continuously evaluating marketing programs to optimize campaign efficiency

Retail Excellence (1-2-1) Program 

• Deliver brands communication training to RSC when required
• Work closely with the Sales team, the Program Development Manager, and Global Indirect Procurement to identify and select the most suitable and cost-efficient agencies

Marketing Budget Management 

Develop and manage marketing budget for assigned markets  to ensure timely, consistent, and integrated delivery of marketing plans: 

• Deliver aligned Annual Plans and quarterly revisions with clear variances explanation.
• Ensure marketing investments efficiency & ROI through prioritized resource allocation by location
• Maintain full accuracy and  compliance with internal Policies & Procedures

Requirements: 

• University degree or equivalent (required)
• Fluent English and Spanish (required)
• Other languages are also an advantage
• 4 - 5 years in FMCG brand marketing experience incl. consumer/trade promotions management would be an advantage
• Proficiency in MS Office, with additional experience in Power BI, SAP or AI-driven solutions desirable
• Good understanding of financial planning
• Experience in Travel Retail or FMCG is an advantage
• Ability to work independently with minimal supervision
• Flexibility to travel to support business needs

What to expect:     

Expect well-being initiatives, flexible work arrangements, growth opportunities, and excellent benefits, including a unique family leave policy. For more details on local policies, speak with the Talent Advisor.  

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.