Success in this role is measured by delivering a clear, insight‑led visibility strategy that strengthens brandpresence, drives outlet performance, and supports sales across channels. You will consistently makeperformance‑driven investment decisions, prioritizing high‑value outlets and channels while managing assets,budgets, and deployment effectively. Success also means building and scaling structured visibility platforms,enabling strong and consistent in‑market execution through clear standards and cross‑functional collaboration, andusing KPI and ROI insights to continuously optimize, scale, or refine visibility investments for maximum commercialimpact.

Visibility Strategy: You will own end‑to‑end visibility strategy across channels, shaping how merchandisingsupports brand objectives, channel roles, and portfolio priorities, while setting clear and thoughtful directionon where and why to invest and defining the role each channel plays in driving effective visibility. You will alsotranslate consumer and shopper insights into practical visibility strategies and design principles that guideconsistent, relevant, and impactful execution across the business.

Visibility Platform Development: Build and scale structured visibility platforms, including but not limited toPermanent POSM, to deliver a consistent and differentiated in‑market presence, while driving a test‑and‑learnapproach to pilot new visibility formats and thoughtfully scale those that prove effective. You will also helpevolve visibility beyond traditional POSM by exploring and delivering branded, high‑impact touchpoints—such as flagship store concepts—that elevate brand presence and consumer experience across channels.

Deployment Planning and Asset Investment: Own end‑to‑end asset investment decisions, covering designpracticality, production approval, quantity planning, and budget management, while defining cleardeployment principles and investment criteria to prioritize high‑value outlets, channels, and commercialopportunities—ensuring resources are allocated efficiently and deliver the greatest business impact.

Performance and Commercial Impact: You will drive the commercial impact of merchandising investmentsby clearly linking visibility to outlet performance, brand presence, and sales contribution, while makingperformance‑led decisions using insights to determine which visibility initiatives to scale, optimize, ordiscontinue to maximize business impact and investment effectiveness.

Execution Excellence: Enable strong in‑market execution by establishing clear standards, deploymenttoolkits, and robust asset governance systems, while working closely with Sales, Brand, and Operations toensure cross‑functional alignment and deliver consistent, high‑quality execution that maximizes visibilityimpact. You will also ensure that visibility solutions are practical, scalable, and adopted by field teams,enabling consistent execution at scale, and drive continuous improvement through post‑activation evaluation,insights, and ongoing optimization.

• A university degree in Business, Marketing, Economics, or a related field, or an equivalent combination ofeducation and experience. An MBA or equivalent advanced education is considered an advantage but is notmandatory.
• Around 6–8 years of experience in a marketing function, ideally within tobacco or other FMCG environments,or similar fast‑paced commercial settings.
• Demonstrated experience in visibility strategy, POSM deployment, or large‑scale retail execution, withexposure to managing execution across multiple channels or markets.
• Solid experience in POSM development, production, and deployment processes, with an understanding ofend‑to‑end execution.
• A strong understanding of route‑to‑market dynamics and channel roles, and the ability to translate these intoeffective, insight‑led visibility strategies.
• The ability to analyze performance data and use insights to optimize visibility effectiveness and investmentdecisions.
• Strong stakeholder management and influencing skills, with experience working cross‑functionally and withexternal partners.
• Project and vendor management capability, with the ability to manage multiple initiatives and priorities inparallel.
• Proficiency in MS Office tools, particularly Excel and PowerPoint, to support analysis, reporting, andpresentations.
• Fluency in English, with the ability to communicate clearly and effectively in both written and verbal contexts.