Acquisition Executive

• The international consumer goods company is looking for an experienced Acquisition Executive to ensure execution and optimization of strategies for acquiring new consumers through targeted programs and omnichannel deployment. This role is crucial for expanding the consumer base and enhancing market penetration by focusing on Innovative Approaches to acquisition.

Roles & Responsibilities

• Execute and support omnichannel acquisition initiatives, including Guided Trials, Lending, Referral/MGM, and Bridging programs.
• Ensure effective delivery of acquisition mechanics across Brand Retail, Indirect Retail, E-commerce, IQOS Partners, LAMPs, and digital platforms.
• Collaborate with Marketing, Channel, Retention, and Digital teams to align acquisition activities with broader consumer engagement strategies.
• Maintain continuous monitoring and improvement of acquisition processes with a focus on lead quality and adherence to PMI SOPs and standards.
• Manage and optimize core programs:
• Lending Program: Facilitate device trials and drive conversion.
• Guided Trial: Enhance product exploration and purchasing behavior.
• Referral/MGM: Expand acquisition through consumer networks.
• User & Device Registration: Ensure efficient onboarding across all touchpoints.
• Monitor and optimize the performance of acquisition initiatives across all channels.
• Ensure consistent messaging and execution across physical and digital touchpoints.
• Align channel-specific mechanics with business goals and collaborate with key stakeholders.
• Implement data management practices to improve consumer profiling.
• Analyze performance through channel-specific metrics and provide actionable insights.
• Prepare and present regular reports for senior stakeholders to enable data-driven decisions.

KPIs & Performance Management (KPI targets defined annually; reviewed quarterly.)

Key KPI Categories

• Lead Management: Guided Trial participation, lead-to-conversion rates, engagement, marketing opt-in.
• Lending Program: Lending-to-sale conversion, cost efficiency, NPS.
• Guided Trials: Trial-to-purchase conversion, channel success rates, consumable exploration.
• User & Device Registration: Registration completeness (90%+), onboarding time, customer lifetime value.
• Omnichannel Metrics: Channel effectiveness, lead generation by channel, LAMP/HoReCa engagement, channel attribution.
• General Acquisition Metrics: Cost per lead (≤$50), acquisition ROI, program awareness, mystery shopper scores, post-acquisition engagement, compliance with SOPs and regulations.

Interested candidates can send their CV to the e-mail address in the Apply for job button.