Developing and implementing strategies that enhance consumer acquisition and retention with focus on:1. Building Acquisition Roadmaps: Lead the Consumer Acquisition Programs team to set the groundwork by owning and implementing the strategy and scaled levers for PMI’s consumer growth.2. Early Lifecycle Experience: Lead the Early Conversion team to drive segmentation strategies from day 1 and obsess about ensuring all newly acquired consumers are properly onboarded. 3. Long-term retention: Lead the Loyalty & Retention team to Design and scale engagement and retention strategies to tailor-made audience segments, aimed at reducing abandonment and boosting advocacy.

Responsible for:1. Planning, and managing the deployment of digital marketing strategies (SEO, SEM, Digital Media, DOOH etc.), to generate demand for PMI’s flagship brands IQOS and ZYN in the U.K.2. Managing the expansion of our digital commerce footprint, with strong focus in the third-party e-commerce space (Marketplaces, Q-commerce, and Online Nicotine Product E-retailers)