One clear purpose - to deliver a smoke-free future.

Times are changing at PMI. We’ve chosen to do something big. The world expects us to act responsibly. And we are doing just that by transforming our business by building a smoke-free future.

With huge change, comes huge opportunity. So, wherever you join us, you’ll enjoy the freedom to dream up and deliver better, brighter solutions and the space to move your career forward in endlessly different directions.

Introducing smoke-free products shifts the focus of our entire business. We’re fast moving from a B2B to a B2C model – and our newly created Customer Centric Organization (CCO) team is driving that commercial transformation. Their role is to understand customer conversion journeys in different international markets, then to find the best ways to connect with smokers and convince them to switch to reduced-risk products.

Purpose of the Job

The Brand Engagement Design Lead is responsible for designing, leading, and scaling brand experiences that build brand equity, create emotional connection with Legal Age Nicotine Users (LANU), and ensure coherence with brand strategy across all experiential touchpoints. This role blends strategic thinking, experiential design, cross-functional leadership, and brand governance to position SFP brands as relevant, distinctive, and loved.

Key Responsibilities

Brand Engagement Strategy & Experience Design

· Craft and implement brand engagement strategies that elevate brand equity and consumer loyalty across experiential channels.

· Design brand experiences and formats that spark emotional connection and positive word-of-mouth.

· Develop and curate compelling content to amplify experiences across social, video, editorial, and digital assets.

· Ensure all initiatives align with brand strategy and visual identity.

Cross-functional Collaboration & Strategic Alignment

· Connect brand engagement strategy with the commercial engine.

· Collaborate with Brand, CX, Field, Retail, and agencies to ensure consistent execution across touchpoints.

· Ensure coherence across Field-led consumer moments and experiential activations.

Insight-driven Improvement & Trend Scouting

· Analyze engagement metrics, LANU feedback, and activation performance.

· Stay ahead of cultural, consumer, and cross-industry engagement trends.

Partnership & Influencer Management

· Identify, negotiate, and manage partnerships with strategic partners.

· Secure collaborations that expand reach and relevance.

Event & Activation Leadership

· Design, plan, manage, and activate brand presence across owned events, festivals, HORECA, and Brand Retail.

· Connect activations with the commercial funnel.

· Lead brand campaign concepts and align deployment with the Field Team.

· Ensure message consistency and executional excellence.

· Oversee design, production, and content agencies.

Accountability

Lead the implementation and continuous improvement of tactical brand engagement initiatives.

Coordinate cross-functional workflows to drive efficiency and innovation in digital and experiential campaigns.

Know-How

Apply advanced methodologies for managing brand engagement activities and ensuring alignment with brand strategy.

Leverage industry trends and competitive insights to elevate tactical execution.

Develop scalable formats, frameworks, and processes that ensure consistency and excellence across channels.

Problem Solving & Complexity

Address complex challenges through deep analysis of engagement metrics and consumer insights to refine execution strategies.

Design and implement process improvements across events, partnerships, and experiential channels.

Balance creative ambition with operational feasibility and brand consistency.

Qualifications

· 6+ years of experience in Brand Engagement, Experiential Marketing, Brand Design, or similar fields.

· Experience designing lifestyle or culturally relevant brand experiences.

· Strong cross-functional leadership and stakeholder management skills.

· Ability to combine creative vision, brand rigor, and business objectives.

· High proficiency in English and Spanish.

· Experience with influencers, PR, and partnerships is a plus.

What we offer

Our success depends on the men and women who come to work every single day with a sense of purpose and an appetite for progress. Join PMI and you too can:

•Seize the freedom to define your future and ours. We’ll empower you to take risks, experiment and explore.

•Be part of an inclusive, diverse culture, where everyone’s contribution is respected; collaborate with some of the world’s best people and feel like you belong.

•Pursue your ambitions and develop your skills with a global business – our staggering size and scale provides endless opportunities to progress.

•Take pride in delivering our promise to society: to deliver a smoke-free future.

*Please apply by February 27th