Madrid, Spain





Job ID


Be a part of a revolutionary change At PMI, we’ve chosen to do something incredible. We’re totally transforming our business and building our future on one clear purpose – to deliver a smoke-free future. With huge change, comes huge opportunity. So, wherever you join us, you’ll enjoy the freedom to dream up and deliver better, brighter solutions and the space to move your career forward in endlessly different directions. Commercial Planning at PMI feels like building a new business – but with the accumulated expertise of a global brand behind you. Bring us your curiosity and capacity to engage people and you can be part of the digital, omni-channel team that’s driving our huge commercial transformation. If you’re a forecaster and forward-thinker, you can make a huge impact, creating sales strategies across all markets. But, here, your innovation will do more than just improving sales. You’re not persuading someone to savings account or try a new drinks brand. Your ‘day to day’: The Head of Digital Activation is end-to-end accountable for the cluster B2C Digital value-chain, and is part of the Marketing and Digital leadership team. The incumbent is ultimately accountable to achieve commercial performance and improve Consumer NPS, leveraging the potential of the Digital channels and tools in the deployment of commercial and marketing programs, projects and initiatives. The role is critical in driving innovation across the Commercial organization, embedding a digital-first approach to serving consumers. • Accountable for commercial performance (P&L and commercial KPIs), service performance, and NPS of e-commerce – includes, IQOS App (where available), marketplaces, affiliates, etc. • Responsible for e-commerce commercial activities, managing digital go-to-market (GTM), volumes and stock, in collaboration with Commercial Planning (Commercial Operations), and in line with market Commercial Governance • Identify, select and manage third-parties e-commerce marketplaces and partners • Execute new product launches for digital, deploying the campaigns designed by Brand Marketing and Content • Accountable for Brand awareness and consideration across digital channels and media • Define the market/cluster digital marketing and media plan (Paid, Own, Earned), integrated with the Brand & Marketing Plan and Calendar, and inclusive of the Corporate Communications media requirements • Deploy all brand and product content across digital channels, supporting Brand and Marketing to trans-create global content and messages to target the intended audience effectively • Execute digital marketing campaigns, including content optimization, paid source traffic (advertisement) and organic traffic (Search Engine Optimization - SEO - run through Digital Hubs where available) to generate visits to our online and offline touchpoints • Responsible for CRM audience management and operations in line with consumer segmentation and the consumer experience guidelines. • Define, execute and optimize CRM engagement (aligned to global frameworks) including messaging, testing/optimization, segmentation, creative requirements and frequency • Design and implement the IQOS loyalty program/platform (IQOS Club) strictly collaborating with the Retention CX Team. • Define and implement best in class User Experience (UX) and User Interface (UI) for all digital B2C channels in line with Consumer Experience and Brand guidelines • Generate reports and insights on consumer interactions on digital channels (Web Analytics, huddles, etc.), for the benefit of the entire commercial organization. Single source of truth for digital consumer data • Participate in the Marketing and Digital leadership team governance and provide input and recommendation to the overall Marketing and Digital short/long term plans as digital subject matter expert Who we’re looking for: For a challenge like this we are looking for someone special. Someone who is passionate about delivering an outstanding consumer experience, and who possesses the drive and innovation to deliver on this. The how is as important as the what at PMI, so you'll demonstrate a truly collaborative, agile and transparent way of working, allowing your team the space to deliver and valuing a diverse range of opinions and perspectives. You will bring: • Solid foundations: o Business & Financial Acumen o Consumer Knowledge, Insights & Analytics into Action o Project Management & FFWD/Agile ways of working o Portfolio Knowledge • Expertise: o Digital engagement: CRM - WEB/UX/E-commerce - Paid Media - Social Media - Search Engine Optimization o Content creation, localization and management (online) o Integrated marketing communications planning (focus on online comms) o Omnichannel Activity Planning, Execution & Evaluation • Solid experience in collecting and acting upon consumer feedback within Digital channels: o Consumer Feedback & Consolidation (NPS) o Consumer Experience Management • Solid experience in managing relationship with third parties: o Customer Service, Selling, Negotiation o Third Party Partner Management What we offer: Our success depends on our talented employees who come to work here every single day with a sense of purpose and an appetite for progress. Join PMI and you too can: • Seize the freedom to define your future and ours. We’ll empower you to take risks, experiment and explore. • Be part of an inclusive, diverse culture, where everyone’s contribution is respected; collaborate with some of the world’s best people and feel like you belong. • Pursue your ambitions and develop your skills with a global business – our staggering size and scale provides endless opportunities to progress. • Take pride in delivering our promise to society: to deliver a smoke-free future.