Brand Retail Manager (Cape Town & Johannesburg) at Philip Morris International

The Brand Retail Manager is part of the Smoke Free Products Leadership Team, they leads, develops, and handles all branded retail point of sales (IQOS Boutiques, Shop-in-shop, Pop ups…). End-to-end accountable for the Direct Retail operations across employees, contractors, and commercial partners (including suppliers management, health, and safety compliance, etc.). The incumbent is ultimately accountable for delivering the outstanding consumer experience within the channel and for achieving channel P&L, commercial performance and NPS, deploying commercial programs, projects, and initiatives. They will be task of building operational processes where they are lacking and constantly refining those that already exist. At the same time, they are in charge of growing the Brand Retail team's talents and capabilities, as well as consistently enhancing his department's outcomes.

Your ‘day to day’

• Deliver on-brand stores, one-to-one, or one-to-many encounters while adhering to Brand, Marketing, and Consumer Experience guidelines (in coordination with the Events team). Deploy commercial programmes, projects, and initiatives through one-to-one and one-to-many consumer engagement with Legal Age Smokers/Legal Age Users, ensuring effective execution of the Consumer Journey to enable flawless omni-channel consumer experiences and meeting Brand, Consumer Experience (NPS), and Commercial targets.
• Provide channel specific consumer insights using outcomes of huddles and NPS inner loop practices, to support Consumer Experience in identifying and addressing experience gaps and opportunities.
• Optimise channel efficiency and operational effectiveness on a continuous basis to meet targets. Direct Retail footprint expansion, optimisation, and innovation activities will be led and delivered by you.
• Ensure a high-quality, engaged, and skilled front line (whether directly or indirectly employed) by utilising all people management levers (communication, recognition, reward, training, performance management, and so on).
• Drive channel digitalization by adopting new features/releases of B2C (e.g., Yellow or DCX) and B2B(2C) (e.g., DTE) digital solutions and defining the requirements for future improvement (Commercial Planning to consolidate demand and lead the digitalization roadmap across all human-interface channels).
• Identify and implement activities for direct consumer engagement and lead generation. Use leads from omnichannel campaigns and other channels to engage Legal Age Smokers directly and improve consumer awareness, acquisition (conversion), retention, and service.
• Participate in the governance of the Marketing & Digital and Commercial Operations leadership teams and give deep channel expertise

Who we’re looking for

• Bachelor's/Master's degree in Marketing, Business Administration or any business-related field coupled with Brand Management interest.
• Minimum 5 years of brand retail management or consumer journey design experience or similar
• Minimum 3 years team management experience
• Analyse and interpret financials (for example market information, A&P expenditure, Brand P&L’s)
• An ability to drive innovation and brand growth.

Key Competencies

High proficiency expected in the following functional competencies:

• PMI Category and Portfolio Knowledge
• Brand Building, Strategy, Purpose, Positioning and Architecture
• Consumer Centric Mindset
• Partnering Excellence & Agility

Role model core competencies across Commercial:

• Brand Retail Operations Management
• Sales /Field Force Operations Management
• Path to Purchase/Shopper Marketing - Experience Design
• Commercial & GTM Strategy
• Business & Financial Acumen
• Point of Sale Engagement and Execution
• Multi-Category and Category Strategy
• Omnichannel Consumer Experience Management
• Store Design and Visual Merchandising
• Data-Driven Decision Making
• Program/ Project Management

Key Performance Indicators (required):

• Channel Net Promoter Score (NPS)
• SFP Consumables sales volume (P1, P4, P5)
• Quality of the commercial engine from the channel (conversion rates, abandonment rates, multi-device ownership, channel NPS etc.). Quality metrics per length of ownership.
• Devices sold to New Users & exiting users
• Total SFP Legal Age Users
• Cost per acquisition / awareness / retention / running
• Adult consumer reach and brand retail footprint based on consumer insights (weighted / numeric coverage)
• Accessories attachment rate
• Stores/Point of commercial performance (value, consumer related)