Manager Portfolio & Customer Value Management at Philip Morris International

Purpose

Part of the Marketing and Digital leadership team, the Manager Portfolio and Consumer Value Management is responsible for defining the local consumer segmentation, for deploying the RRP portfolio of products, accessories, consumables and services through propositions that address segment specific needs, and for driving consumer lifetime value. The incumbent is ultimately accountable for embedding consumer segmentation, marketing propositions and consumer value management into commercial programs, projects and initiatives aiming to achieve commercial performance and NPS. The role requires a robust analytical approach and is pivotal in the journey towards translating consumer data into personalized propositions (segment of one).

Key accountabilities

• Accountable for the local implementation of the global consumer segmentation, leveraging consumer and channel insights and analytics (from Global Consumer Insights and Analytics, Consumer Experience, Digital, Commercial Planning) to identify specific consumer needs of segments, segments of few, individual consumers
• Accountable for in-market/ product portfolio roadmap and management for RRP products, accessories, consumables and services
• Create and define consumer propositions based on consumer segment needs and on the product portfolio roadmap
• Manage consumer value throughout the entire consumer lifetime driving increased value per LAU and reduced cost per acquisition / awareness / retention / service, through targeted propositions and managing pricing and discounts in collaboration with Finance, channel promotions and incentivization in collaboration with Commercial Planning, etc.
• Participate in commercial programs, projects and initiatives from idea generation to go-to-market (GTM) ensuring consumer segmentation is applied across all activities, and product, pricing and propositions are defined to maximize value generation
• Recommend promotion and pricing strategy for consumer propositions, in agreement with Finance, to optimize commercial performance
• Improve cost per acquisition, awareness and retention through smart value decisions (promotions, discounts, etc.)
• Embed the Consumer Value Management framework into CRM initiatives (delivered by Digital in line with Consumer Experience guidelines) defining what we offer to which segment and when
• 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 consumer value management and portfolio subject matter expert

Key Performance Indicators (required)

• Total IQOS/RRP LAUs
• Total IQOS/RRP Converted LAUs
• Cost per acquisition / awareness / retention / service
• Brand awareness, consideration & intent to buy
• Share of Market/Revenue
• NPS

Key Stakeholders in market

• Head of Marketing and Digital
• Manager Digital
• Manager Trade Marketing
• Manager Brand and Content
• Head of Consumer Experience
• Manager Acquisition & Retention
• Manager Commercial Strategy Planning
• Manager Deployment
• Manager Direct Retail
• Head of Finance

Key Competencies

• Solid foundations
• Project Management & FFWD/Agile ways of working

Education & Experience

• Proven experience in a senior management position – mentoring and developing teams
• Proven track record in significantly improving customer value through portfolio management in an organisation and executing an Omni-Channel Portfolio and Customer Value Management strategy.
• University degree in Business Administration, Marketing, Innovation, related field or MBA
• Customer Value management expertise
• Portfolio management capability
• Expertise
• Business & Financial Acumen
• Consumer Knowledge, Insights & Analytics into Action
• Portfolio Knowledge
• Portfolio Strategy & Management
• Category Management
• CRM
• Solid understanding of consumer strategy, human interphase and digital channels to contribute to GTM strategies

Consumer Experience Management

• Optimizing Trade Investment
• Customer Account Business Planning
• Direct Retail
• WEB/UX/E-commerce

Critical Behaviors

• Consumer Focus
• Understand and anticipate Customer’s needs and expectations
• Seek insights from consumer/customers to understand their needs
• Trust & Accountability
• Openly admit to others when lacking knowledge or answers
• Consistently follow through on commitments and promises
• Build a work environment of openness and transparency, creating space to deliver
• Value diversity of opinions and create an environment where others feel respected and included and can constructively challenge ideas
• Drive to achieve
• Overcome obstacles to move forward and help others to do the same
• Proactively work to find solutions to problems
• Innovation with purpose
• Find opportunities to simplify ways of working
• Seek continuous improvement
• Experiment with new ideas, products, processes or services
• Demonstrate curiosity and diverse ways of thinking to create new ideas to benefit our consumers / customers
• Agility
• Seek and adapt to change quickly
• Take calculated risks
• Have the courage to pivot or stop certain activities when necessary
• Collaboration
• Influence
   

Preference will be given to EE candidates