Title:  Consumer Activation Strategy Manager

At JTI we celebrate differences, and everyone truly belongs. 46,000 people from all over the world are continuously building their unique success story with us. 83% of employees feel happy working at JTI.

To make a difference with us, all you need to do is bring your human best.

What will your story be? Apply now!  

Learn more: jti.com

CONSUMER ACTIVATION STRATEGY MANAGER

The incumbent will be responsible for developing and executing consumer activation strategies that drive brand equity and enhance consumer engagement across targeted channels. They will lead the planning and implementation of marketing campaigns aimed at creating impactful and meaningful connections with consumers, utilizing a variety of activation approaches, including direct-to-consumer, digital, and other relevant touchpoints.

A key focus of this role will be leveraging digital marketing to amplify brand equity and strengthen engagement among target consumer groups. The incumbent is expected to integrate digital platforms into activation plans and continuously explore new digital touchpoints to connect with consumers.

In addition, they will also be responsible for measuring the effectiveness of consumer activation campaign results and sharing insights with internal stakeholders. The role requires continuous identification of consumer-centric and area-specific opportunities through close collaboration with cross-functional teams.

As the Consumer Activation Strategy Manager, you will:

• Strategic Planning & Campaign Development:

  • Develop consumer activation strategies that align with business objectives and brand communication strategies across both online and offline channels.

  • Define clear consumer engagement objectives based on market insights and brand priorities using consumer-centric approaches.

  • Execute innovative and disruptive consumer experience and engagement campaigns by leveraging both online and offline platforms.

• Digital Marketing Activation & Content Strategy:

  • Lead the end-to-end execution of digital marketing activations by managing key digital channels.

  • Design channel-specific activation strategies to reach both mass and micro consumer segments.

  • Oversee the creation of engaging, insight-led digital content while ensuring alignment with brand messaging and regulatory compliance.

• Cross-Functional Collaboration:
  • Work closely with internal stakeholders (M&S, Finance, Legal, etc.) and external vendors to ensure the flawless and high-quality execution of consumer activation campaigns.
• KPI & Performance Analysis:

  • Establish clear campaign objectives and define key performance indicators (KPIs).

  • Monitor and analyze the effectiveness of activation initiatives based on KPIs, providing insights and key learnings for future strategies.

• Budget Management:
  • Manage budgets for consumer activation projects, ensuring cost-effective execution and maximizing return on investment.
• Opportunity Development:
  • Identify new channels and consumer activation opportunities to drive consumer engagement and enhance brand awareness through a consumer-centric approach.

Who are we looking for?​​​​​​​

• Bachelor’s degree in Marketing or a related field.

• At least 5 years of experience in an FMCG marketing department, with expertise in brand management, marketing communications, channel management, and agency management.

• Strong project management skills, with attention to detail and analytical capabilities.

• Experience in consumer engagement and digital marketing.

• Previous experience in the tobacco industry is a plus.

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.