Brand Equity

2 weeks ago

Johannesburg, South Africa Philip Morris International Full time

At PMI, we’ve chosen to do something incredible. We’re totally transforming our business and building our future on 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.

Introducing smoke-free products shifts the focus of our entire business. We’re fast moving from a B2B to a B2C model - and our newly created Customer Centric Organisation (CCO) team is driving that commercial transformation. Their role is to understand customer conversion journeys in different international markets, then to find the best ways to connect with smokers and convince them to switch to reduced-risk products.

We’re looking for customer-centric people with strong B2C experience to play a part in this major marketing transformation. If you have Omni-channel skills in e-commerce, marketing, channel strategy, customer experience or digital strategy, it’s a career-changing opportunity to craft a new global function and help build a smoke-free future.

Are you ready to drive the change and to help us with our ultimate vision of a smoke-free future - a goal of replacing cigarettes with less harmful alternatives like IQOS which comes with HEETS? Are you inquisitive, creative and results driven with startup mindset? Are you ready to fail, learn and initiate again to find the best solutions? Are you ready to roll up the sleeves and help us accelerating our vision? If the answers are yes, we’d like to hear from you

The Brand Equity & Communication Manager is the owner of the IQOS brand equity in the market and is part of the Marketing and Digital team. The incumbent is ultimately accountable for delivering IQOS brand awareness, consideration and intent to buy for Smoke Free Products, embedding the global brand guidelines in the local market, and producing, trans-creating and deploying omni-channel toolboxes, content, events and other consumer engagement interventions. The role is critical in driving creativity across the Commercial organization and the entire market and in sustaining a lasting emotional connection with our consumers.

Your ‘day to day’
- Lead local brand building of smoke free products and embed brand guidelines and local brand content in all commercial programs, projects, and initiatives
- Participate in commercial programs, projects and initiatives providing brand and content deep expertise, from idea generation to GTM (go-to-market) and omni-channel execution
- Develop, own and project manage the execution of the market brand communication plan and editorial calendar, in line with the global/local marketing calendar and in collaboration with the Marketing and Digital leadership team and with Commercial Planning (Commercial Operations) and CPM (Consumer Project Manager within consumer experience teams)
- Accountable for the market content creation and management for smoke free products, accessories, consumables, and services, across all channels and touchpoints (offline and online), in collaboration with channel and program leads. Content deployment in the channels is done by Trade Marketing for human-interface channels and by Digital for digital channels.
- Embed global standard methodologies in local content management through the trans-creation of messages, toolboxes and initiatives generated by OC Consumer (Smoke Free Products) team
- Identify key opportunities for local campaigns not included in the global marketing calendar, based on expertise and knowledge of the local trends and business environment (managed in line with PMI guidelines), design them and work in close collaboration with the Marketing & Digital team to ensure effective deployment across all channels
- Create and coordinate impactful events to build and strengthen brand equity and drive increased IQOS awareness in collaboration with direct channels (Digital, IQOS Coaches, Direct Retail, Legal Age Meeting Points)
- Continuously assess and monitor brand and product communications effectiveness (content, events, etc.) to optimize awareness, acquisition, and retention and NPS
- Manage external marketing agencies, suppliers and partnerships including the selection and optimization of the portfolio of partners, in collaboration with Digital to ensure digital first content production
- Close collaboration with Corporate Communication Director to drive category understanding and awareness

Who we’re looking for?
- Degree in Business Administration/Marketing/Communication completed
- Postgraduate degree in a related field is preferred
- A minimum of 5 years of senior marketing/brand management experience in B2C is required.
- 2+ years working within a multi-national company is required
- Digital experience with an omni-channel marketing approach is an asset.
- Strong understanding of and passio

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