Manager Retention at Philip Morris International

Purpose

Part of the Consumer Experience leadership team, the Head of Retention is the market/cluster owner of the consumer experience design for the specific stage of the consumer journey and is responsible for driving its seamless deployment across Commercial, being ultimately accountable for NPS and other CX KPIs. Within the consumer journey stage, the incumbent is also responsible for the deployment of a set of programs, projects and initiatives. The role is the voice of the consumer for the specific stage of the journey and is a key leader of the horizontal Commercial project-based organization.

Key accountabilities

• Embed the global Consumer Journey framework (Compass) across Retention phases in the market/cluster commercial activity, ensuring omni-channel experience deployment and leveraging global guidelines and toolboxes
• Design local consumer experiences in line with global guidelines and the Consumer Journey framework (Compass) to address the needs of different consumer segments and to enable consumer value management and CRM activities
• Lead cross functional teams to scope, define and deliver commercial programs, projects and initiatives (i.e. Member-Get-Member, Loyalty, etc.) to improve NPS and Consumer experience in the specific stage of the Consumer Journey. The team members report solid line into different team across Commercial and beyond but operate in project teams coordinated by the Consumer Journey leads through the PBO methodology application. The allocation of projects to Consumer Journey leads depends on the expected outcomes of the projects and on workload considerations
• Accountable for the benefit realization and the timely execution of programs, projects and initiatives as leader of cross-functional teams
• Be the voice of the consumer (internal consumer advocacy) for the Retention phase of the Consumer Journey, based on outcomes of the NPS inner loop and on data provided by Consumer Insights and Analytics, Commercial Planning and Digital
• Continuously assess and monitor consumer data and feedback to optimize consumer journey roll out effectiveness
• Translate the consumer insights into corrective actions to improve the experience in the specific journey phase addressing specific gaps and opportunities
• Manage and update the Consumer Journey map, episode cards and opportunity briefs per stage
• Embed FFWD and PBO methodologies and ways of working across Consumer Journey projects and initiatives
• Provide inputs on resource needs for the portfolio of projects being managed, centrally collected by the Head of Commercial Program Management, who consolidates a recommendation to allow the Commercial governance to make informed resource allocation decisions
• Participate in the Consumer Experience leadership team governance and provide input and recommendation to overall Consumer Experience short / long term plans as journey stage subject matter expert
• Develop the consumer centricity mindset and consumer data driven decision making across the entire market/cluster organization

Key Performance Indicators (required)

• NPS
• Total IQOS/RRP LAUs Key Stakeholders in market
• Head of Marketing and Digital and direct reports
• Total IQOS/RRP Converted LAUs
• Cost per acquisition / awareness / retention / service
• Brand awareness, consideration & intent to buy
• % of LAS / LAUs per CJ stage
• % of online registered customers
• FFWD Maturity
• Specific pain point evolution
• Consumer value across the CJ (integrated view of ROI)
• Head of Commercial Operations and direct reports
• Head of Commercial Program Management
• Head of Awareness/Conversion/Retention

Key Competencies

• Solid foundations
• Business & Financial Acumen
• Portfolio Knowledge
• Solid experience / Expertise
• Consumer Experience Management
• Consumer Feedback Collection & Consolidation
• Consumer Knowledge, Insights & Analytics into Action
• Project Management & FFWD/Agile ways of working
• Route to Market Omnichannel Strategy
• Consumer Service
• Design Thinking
• Product Management
• User Experience Design & Optimization Processes
• Solid understanding of Data Analytics in order to maximize the interaction with CIA function
• Consumer Insights & Analytics (CIA)
• Solid understanding of the different trade and digital engagement channels
• Optimizing trade investment
• Customer Account Business planning
• Digital Trade Engagement
• Brand Retail Ops Mgmt
• Customer Care Ops Mgmt
• Coaches/Sales Experts Ops Mgmt
• Digital engagement CRM, WEB/UX/E-commerce, Paid Media, Social Media, Search Engine Optimization

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