Consumer Journey Activation Manager

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Global Travel Retail is a strategic channel that follows our consumers whenever and wherever they travel. With a volume of more than 13bn sticks planned for 2026, we are the fastest-growing JTI market year to date with a presence in more than 160 markets. We also play a critical role in supporting GFB’s brand equity building and Ploom Geo expansion.

We are one of the most diverse teams within JTI, with 220 employees from 41 nationalities spread across more than 29 locations and 6 Regional Hubs.

Consumer Journey Activation Manager

We need someone with an exceptional level of proactivity and drive — someone who naturally makes things happen and can inject new momentum into the current team.

This role will be key in helping us build a deep understanding of the American (as a focus) and other key nationalities' traveler:

• Help SI to map where they go, what drives them, and where we can most effectively engage them
• Activate across those touchpoints (in close collaboration with SI leadership and the USLA Director).

So we are looking at the rare combination:

• Strategic enough to understand the insights and translate them into clear hypotheses
• Hands-on enough to be on the ground — whether in a Miami terminal or on a cruise ship — making things happen

Position:

Focus on the American Traveler and other key nationalities) Journey 

Understand the intelligence layer before any activation happens:

• Build and continuously evolve a clear view of US/ other's outbound travel flows — where they go, how often, in what mindset, and what they buy in duty free.
• Identify the most valuable touchpoints by combining traveler data, brand exposure potential, and access.
• Track behaviors across GTR: what drives trial, repeat, and brand memory.
• Translate insights into clear activation briefs for 1-2-1 / stuff.

Design Strategic Activation Programs

This is not generic trade activation — every program is built around a precise traveler moment:

• Awareness: visibility, shelf presence, POS tailored to the traveler.
• Trial: sampling, price propositions linked to duty-free value vs US domestic / other markets.
• Engagement: storytelling, education, experiential formats (especially in high-dwell environments like cruise ships and lounges).
• Ensure every activation is hypothesis-driven: which traveler, at which moment, with which proposition, expecting which outcome.

 Execute with Precision

Strategy only matters if it lands:

• End-to-end project execution — from idea to in-market delivery.
• Work closely with GTR marketing and agencies/operators on creative (POS, experiential, digital at point of sale).
• Train and brief staff at key touchpoints — strong promoters multiply impact.
• Measure results: reach, trial, and brand recall.

Connect GTR to the US Domestic (and other markets) Ambition

• Act as a bridge between GTR seeding and future domestic success. 

Requirements:

• University degree or equivalent (required)
• 4 - 5 years in FMCG brand marketing experience incl. consumer/trade promotions management would be an advantage
• Cross functional/cultural experience is an advantage
• Travel retail experience is an advantage
• Computer literate: Microsoft Office and SAP
• Brand Communication (ATL / BTL), Trade Segmentation, Merchandizing Management, Key Account Management
• Fluent English (required)
• Spanish a strong advantage
• Other languages are a plus

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 Expert.  

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.