CRM & Consumer Retention Manager RRPAs a CRM & Consumer Retention Manager, RRP (Reduced Risk Products), you will maximize the value of JTI's age-verified consumer base by developing and executing CRM, loyalty, personalization, and retention strategies that drive engagement, strengthen consumer relationships, and increase lifetime value.
You will manage the end-to-end consumer lifecycle, from onboarding and engagement to retention and reactivation, ensuring every interaction is relevant, consistent, and aligned with consumer needs and business objectives.
Working closely with Brand, Digital Growth & Acquisition, Sales, Trade Marketing, Digital Experience & Marketing Technology, Analytics, and external partners, you will deliver scalable lifecycle programs that enhance loyalty, improve retention, and support sustainable business growth.
Your skills/experience - Bachelor's degree in Marketing, Business, Communications, Digital Marketing, or a related field.
- Minimum 5 years of experience in CRM, Consumer Lifecycle Marketing, Retention Marketing, Loyalty Marketing, Digital Marketing, or related roles.
- Proven experience developing and executing consumer engagement, personalization, loyalty, and retention strategies across digital channels.Strong experience using CRM, marketing automation, segmentation, and analytics platforms to drive consumer engagement, retention, and lifetime value.
- Experience with loyalty programs, consumer journey mapping, and marketing automation platforms is highly desirable.
- Experience within Reduced Risk Products (RRP) or other regulated consumer goods categories is strongly preferred.
- Strong knowledge of CRM, consumer lifecycle management, segmentation, personalization, loyalty programs, marketing automation, consumer journey orchestration, retention strategies, consumer analytics, and data-driven decision-making.
- Excellent communication, stakeholder management, agency management, project management, collaboration, and analytical skills.
What You'll Be Doing - Lead and execute JTI's CRM and consumer retention strategy across owned and partner ecosystems. Partner with Brand, Digital Growth, Sales, Trade Marketing, and agency teams to drive consumer engagement, loyalty, and retention through data-driven initiatives.
- Design and optimize consumer lifecycle programs spanning onboarding, engagement, loyalty, and reactivation journeys. Leverage consumer insights, segmentation, and personalization to enhance participation, strengthen relationships, and maximize lifetime value.
- Oversee CRM communications across email, SMS, push notifications, and other consumer channels, ensuring messages are relevant, timely, and aligned with consumer needs and business goals. Continuously test and optimize campaigns to improve engagement and effectiveness.
- Develop and manage loyalty and rewards programs that strengthen brand affinity and encourage ongoing engagement. Collaborate with internal and external stakeholders to enhance consumer value, satisfaction, and retention outcomes.
- Establish retention KPIs, reporting frameworks, and performance measurement processes across CRM, loyalty, and lifecycle initiatives. Analyze consumer behavior and program performance to identify optimization opportunities and provide actionable recommendations.
- Collaborate with retailer partners and third-party platforms to expand loyalty and retention initiatives beyond JTI-owned channels, driving long-term engagement and consumer value.
What We OfferJoin 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.
- Flexible dress code fostering a comfortable and professional workplace culture.
- Regular office events, snacks and drinks, and volunteering opportunities enhancing employee engagement and community contribution.
- Employee Assistance Programme offering confidential counselling and support for employees and their family members.
Are you ready to join us? Build your success story at JTI. Apply now!
Next Steps:
After applying, if selected, please anticipate the following within 1-3 weeks of the job posting closure: Phone screening with Talent Advisor > Assessment tests > Interviews > Offer. Each step is eliminatory and may vary by role type.
