HoReCa & Events Lead Manager - RRP

What will you do?

You will build the HRC & Events pillar from scratch at JTI LIGGETT to support the USA Reduced Risk Products (RRP) strategy. You will identify and secure strategic partnerships to deliver on JTI LIGGETT RRP objectives.

Reduced-risk products (RRPs) are products with the potential to reduce the risks associated with smoking, e.g. modern oral, e-vapor, heated tobacco products.

You will define priority locations for brand activation aligned with target audiences and brand strategy and build and manage a new multi-location team.

You will own end-to-end delivery of on-ground brand experiences (acquisition through retention) in close collaboration with Brand, Strategic Insights, Consumer Programs and Sales Teams. You will establish and manage the one-to-one external partner model, including recruitment guidelines, training and education.

You will provide inputs to the RRP Consumer Activation Strategy and develop HRC & Events strategic plans with cross-functional stakeholders (Marketing, Commercial Planning, Sales, Finance, Corporate Affairs & Communications) and HQ.

Key Responsibilities

• Partner with the Consumer Programs Lead Manager to build the RRP consumer activation strategy
• Identify HoReCa & Events activation opportunities; source and contract partners, lead negotiations, define priority locations across US states to drive awareness and trial
• Lead event execution to ensure strong brand visibility and seamless consumer experience; align with Brand and Consumer Programs Teams on creative brand execution
• Build and lead remote field activation teams across key US cities/states; build and manage the 1-2-1 partner model (guidelines, hiring, training, coaching)
• Establish the Field Consumer Activation pillar and connect functions to deliver an omnichannel consumer journey (acquisition to retention); partner with Retail, Chains & Wholesale on 360 activations and growth synergies
• Own the activation budget; maximize ROI and manage phasing with Finance in line with local/global requirements

Qualifications & Experience

• Bachelor’s Degree in Marketing or related field
• 6-8 years work experience in HRC & Events (either from FMCG or the event industry side)
• Strong understanding of the U.S. market and consumer behavior
• Solid track record of partnerships and collaboration within HRC & Events industry in the USA
• People management experience and leadership skills (large teams & remote teams)
• Strong project management capabilities, combined with curiosity, a self‑starter mindset, and high ownership
• Demonstrated strategic and critical thinking skills, with the ability to influence, communicate, and collaborate across teams
• Proven excellent negotiation skills
• Excellent command of MS Office, particularly PowerPoint and Excel
• Fluent English (written and spoken)

What We Offer

Join a dynamic and inclusive work environment which supports your professional development and personal well-being.

Benefits include:

• Annual performance-based bonus to reward outstanding achievements
• Employee Stock Purchase Plan encouraging a sense of ownership and long-term commitment
• Comprehensive medical, dental, and vision insurance plans for employees and their families
• Life insurance coverage to provide peace of mind
• 401(K) plan with company matching contributions to support retirement planning
• Generous paid time off and paid family leave up to 20 weeks, supporting work-life balance
• Short-term and long-term disability coverage
• Education and tuition assistance programs to foster continuous learning and career growth
• Employee Assistance Program offering confidential counselling and support for employees and their family members

Job Type: Full-time

Pay: From $118,700.00 per year

Benefits:

• Relocation assistance

Work Location: Hybrid remote in Raleigh, NC 27609

Benefits:

Salary : $118,700