Taguig City, Philippines





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Purpose: - To develop and manage the Awareness and Trial consumer programs in line with the consumer journey mapping, which requires consistent mining and analysis of LAS data directly/indirectly related to aligned Awareness, Leads Generation and Trial KPIs, identifying opportunities to enhance consumer experience. - To ensure that the target audiences (LAS and LAU not on journey) generate interest in IQOS and are compelled into consideration, trial and eventually purchase with awareness, leads generation and trial programs and campaigns Principal Accountabilities: Consumer Journey Review - Owns the Consumer Journey from identifying pain points, prioritizing the key pain points which will significantly impact Leads Generation and Trial KPIs, and ensure all prioritized pain points are addressed through relevant plans/programs. - Be the voice of the consumer (internal consumer advocacy) for the Awareness and Trial phase of the Consumer Journey. Ensure consistency of all Projects with the defined Consumer Journey and pain points. - Continuously track dynamics of relevant metrics within Consumer Journey map and NPS (Brand awareness, % of LAUs in Learn state, Intent to Try, specific pain points evolution), propose actions to adjust strategies, plans or mechanics in order to achieve objectives. Strategic Plan Development - Guided by the Consumer Journey, identify white space opportunities amongst LAS, gaps in consumer experience out/in-store in addition to potential threats from competitors that will impact Leads Generation and Trial KPIs. - Develop and own the strategy geared towards generating leads and trial to grow RRP platforms to scale. Propose a roadmap of a set of plans and/or projects required to drive consideration, new leads and trial among the LAS base, including resource required (financial, expertise, capability). - Prioritize projects within each Consumer Journey step under Awareness and Trial and translate strategy into actionable projects with definite timeline. Program Design, Management & Execution - Following approved strategic plan, design concepts of leads generation and trial programs and campaigns or localize global ones, define objectives and KPIs. - Drive cross-functional project teams to ensure effective execution, visibility and consistent messages delivery across touchpoints. Govern the quality of delivery, analyze performance vs. KPIs to further scale and optimize. - Deliver outcomes by guiding, influencing and leading diverse, cross-functional teams in a PBO environment. Orchestrate project teams to implement projects with well-defined budgets, risks, outcomes, milestones, and metrics, leverage global guidelines and toolboxes and other markets best practices to maximize impact. - Timely follow-up on the various project milestones with the underlying objective of fast but fully consumer centric execution. - Leverage omni-channel platform, capitalizing on reach, credibility and capabilities of the touchpoints. Ensure consistency of omni-channel consumer experience and a seamless and integrated execution. Program Governance and Reporting - Actively monitor program status & performance throughout its life cycle (KPIs, ROI, impact). - Perform regular monitoring through front-liners feedback loop, NPS call-backs, social listening to understand if content resonates with target audiences, trigger timely adjustments. - Implement and manage interventions with supporting stakeholders to ensure project goals are achieved. - Collaborate with other functions on a consistent basis to optimize Awareness, Leads Generation and Trial (e.g. cost per leads, cost per trial) to ensure the appropriate ROIs for Awareness and Trial projects/plans investment. What we are looking for? - Work Experience: 10 years + in commercial functions - Bachelor's degree in Business or a related course - Agility & ability to drive change - Excellent communication & cross collaboration skills