Brand Strategy Manager

Why does this role exist?

The Brand Strategy Manager partners closely with the Portfolio & Pricing Director to shape and execute the strategic direction of JTI LIGGETT’s RMC portfolio. This role is responsible for developing brand and portfolio growth strategies by leveraging consumer, market, and competitive insights to strengthen brand equity and drive commercial performance. The position leads portfolio initiatives across the entire marketing mix, whilst ensuring a compelling and consistent brand proposition across all consumer and trade touchpoints.

What will you do?

• Establish and drive the brand strategy, ensuring all initiatives align with overarching brand objectives and priorities. Monitor the performance of brand initiatives, evaluate their impact on sales and future volume opportunities, and support the Director in communicating these strategies through A&SP plans.

• Develop and execute portfolio growth initiatives through the effective use of pricing, product initiatives, and communications.

• Lead initiatives from a brand strategy perspective, partnering closely with key stakeholders across Digital, Trade & Consumer Activation, and Merchandising teams to ensure seamless handover and effective implementation. Collaborate on performance analysis and continuously refine initiatives based on key learnings and results.

• Manage portfolio optimization, NTM management, write-off management, and NPD management in close collaboration with the global GBS center and supply chain teams.

• Monitor competitive activity and recommend strategic adjustments as needed. Develop go-to-market strategies for new opportunities targeted within the USA landscape, and coordinate and lead ad hoc marketing and cross-functional projects in line with expected deliverables.

• Bachelor’s Degree in Marketing or a related field.3-6 years of experience in Brand Management, Consumer Marketing, or other commercial roles within the FMCG industry.
• Strong strategic capabilities, with a deep understanding of packaging, communication strategy development, and design.
• Exceptional collaboration and stakeholder management skills, with the ability to navigate complex organizational structures and influence cross-functional teams effectively.
• Fluent in English.