Manager Brand Engagement (On-premises)
Top Benefits
About the role
BE A PART OF A REVOLUTIONARY CHANGE
At Rothmans, Benson & Hedges Inc. (“RBH”), Philip Morris International’s subsidiary in Canada, we’ve chosen to do something incredible. We’re totally transforming our business and building our future on smoke-free products.
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 advance your career in endlessly different directions.
Embracing Diversity, Equity, And Inclusion
We believe that diversity, equity, and inclusion are essential drivers of innovation and success. Our commitment is to create a workplace where everyone feels valued, respected, and empowered to share their unique perspectives.
We celebrate the innovation that diversity fosters and recognize that each employee's capabilities, experiences, and perspectives add value to our teams and our work.
Equal Employment Opportunity
We are committed to providing equal employment opportunity regardless of race, ancestry, colour, religion, marital/family status (including pregnancy), national origin, sex, sexual orientation, gender identity/expression, immigrant and newcomer status, age, citizenship, or disability.
We strive to recognize and value diversity and equity, and to ensure the inclusion of equity-deserving groups and the four designated groups under the Employment Equity Act: women, Indigenous peoples, persons with disabilities, and members of visible minorities. We value, respect, and equally support applicants from these groups.
ABOUT THE ROLE
The Manager of Brand Engagement will lead the development and execution of on-premise experiential marketing programs and the Face-to-Face (F2F) Experience Channel, while driving new stream development to expand consumer engagement opportunities. This role will create innovative, category-specific activations across LANU communities, business districts, HORECA, LAMPS and hotspots, ensuring seamless integration with the overall brand-building strategy and PMI’s Smoke-Free vision. By leveraging on-premise and F2F channels, the Manager will craft tailored experiences that strengthen brand presence, foster consumer connection, and unlock new pathways for growth across RBH categories (P1, P4 & CC).
YOUR DAY TO DAY
Strategy & Channel Ownership
Develop and execute the multi-category (P1, P4, CC) on-premise channel strategy, creating consumer-focused activations driven by insights and demand moments. Innovate practices to maximize legal-age consumer interactions and trial, ensuring flawless activation execution.
Own strategy and planning for omni-channel, multi-category consumer engagement campaigns aimed at legal-age customers. Deliver a seamless consumer journey and drive volume growth through winning ideas and data-driven activations. Collaborate with consumer experience teams, external vendors, and global functions to ensure campaigns align with business objectives.
Channel Budget Ownership
Manage detailed multi-category on-premise budgets (approx. $5M), ensuring alignment with channel strategy and campaign plans. Oversee multiple activation projects and consumer requirements throughout planning and program development.
Analytics & Channel Performance
Evaluate activation effectiveness and lead continuous improvement to position the brand as consumers’ first choice. Use data-driven insights to identify opportunities, optimize consumer touchpoints, and deliver impactful intercepts and brand engagements.
Conduct After-Action Reviews to assess experiential touchpoints and consumer engagement effectiveness, drive continuous improvement, and share best practices. Partner with category heads to capture and integrate customer learnings.
Cross-functional Collaboration
Collaborate with consumer experience, Brand Communications, Digital, and trade marketing teams to identify key customer opportunities/moments and develop a consumer journey targeting key moments of LANU nicotine usage for impactful face-to-face engagements.
Vendor Management/ Agency Ownership
Own relationships with external agencies in collaboration with category teams to develop and execute on-premise activations, delivering a 360° immersive brand experience at targeted touchpoints. Oversee recruitment, training, and management of in-field execution teams, providing leadership during activation setup, live execution, and tear-down.
People Management
Lead the design and growth of the on-premises organization by defining structure, hiring top talent, and driving continuous capability building. Establish training and performance frameworks to ensure operational excellence and long-term alignment with business objectives.
WHAT WE’RE LOOKING FOR
- University degree or post-graduate diploma in Business Administration, University Degree related to e-Commerce/Computer
- 'A minimum of ten (10) years of experiential marketing experience is required, with a solid understanding of Consumer Goods marketing methods, On-Premises program and experiential activations.
- Deep understanding of consumer needs and behavioural patterns
- Consumer Programs, HORECA deployment and On-premises program Understanding
- The ideal candidate should be creative, collaborative, well-organized, and able to prioritize projects effectively.
- Strong verbal and written communication skills and the ability to work independently are necessary.
- Lastly, the candidate must be an excellent team player with strong interpersonal skills.
This position requires travel more than 70% within Canada
WHAT WE OFFER
We offer the opportunity to join an organization where you can grow in a wide range of business functions. You will have the chance to build your professional expertise, business understanding, and leadership capabilities in a collaborative, challenging environment where we will empower you to take risks, experiment, and explore.
Our company fosters excellence in execution and is comprised of dedicated people working together to continue growing our status as industry leaders. We offer our employees a competitive salary, an attractive compensation package, flexible work schedules (where applicable), health and wellness programs, and a range of benefits.
For this position, the salary starts at $123,180 to $141,300 with a full range of benefits based on the level of experience.
You will also 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.
WHO WE ARE
Our parent company, PMI, is one of the world’s leading international tobacco companies. In addition to the manufacture and sale of cigarettes, PMI is engaged in the development and commercialization of smoke-free products.
RBH is thrilled to announce that we have been officially certified as a Great Place to Work, a testament to our commitment to fostering a positive and inclusive workplace culture. Click on the following link to learn more about what RBH believes: https://www.rbhinc.ca/home/what-we-believe.
We welcome and encourage applicants to reach their full potential with us. We use artificial intelligence in the form of algorithmic software in the application process to create efficiencies when sorting applicants and facilitating an effective screening process. Notwithstanding, the artificial intelligence software does not engage in autonomous candidate rejection and requires human intervention in screening relevant applications. If you are unable to apply for a position online or require any further accommodation during our recruitment process, please contact: AODA.RBH@rbhinc.ca.
FOLLOW US ON SOCIAL MEDIA:
RBH LinkedIn: https://www.linkedin.com/company/rothmans-benson-hedges-inc/
Facebook: https://www.facebook.com/RothmansBensonHedges/
X: https://twitter.com/RBHinc
RBH website: https://www.rbhinc.ca/
#RBH
About Rothmans, Benson & Hedges
At Rothmans, Benson & Hedges Inc. (“RBH”), Philip Morris International’s subsidiary in Canada, we’ve chosen to do something incredible. We are Canada´s second largest tobacco company, and we are totally transforming our business and building our future on smoke-free products with the power to improve the lives of millions of smokers in the country.
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.
Manager Brand Engagement (On-premises)
Top Benefits
About the role
BE A PART OF A REVOLUTIONARY CHANGE
At Rothmans, Benson & Hedges Inc. (“RBH”), Philip Morris International’s subsidiary in Canada, we’ve chosen to do something incredible. We’re totally transforming our business and building our future on smoke-free products.
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 advance your career in endlessly different directions.
Embracing Diversity, Equity, And Inclusion
We believe that diversity, equity, and inclusion are essential drivers of innovation and success. Our commitment is to create a workplace where everyone feels valued, respected, and empowered to share their unique perspectives.
We celebrate the innovation that diversity fosters and recognize that each employee's capabilities, experiences, and perspectives add value to our teams and our work.
Equal Employment Opportunity
We are committed to providing equal employment opportunity regardless of race, ancestry, colour, religion, marital/family status (including pregnancy), national origin, sex, sexual orientation, gender identity/expression, immigrant and newcomer status, age, citizenship, or disability.
We strive to recognize and value diversity and equity, and to ensure the inclusion of equity-deserving groups and the four designated groups under the Employment Equity Act: women, Indigenous peoples, persons with disabilities, and members of visible minorities. We value, respect, and equally support applicants from these groups.
ABOUT THE ROLE
The Manager of Brand Engagement will lead the development and execution of on-premise experiential marketing programs and the Face-to-Face (F2F) Experience Channel, while driving new stream development to expand consumer engagement opportunities. This role will create innovative, category-specific activations across LANU communities, business districts, HORECA, LAMPS and hotspots, ensuring seamless integration with the overall brand-building strategy and PMI’s Smoke-Free vision. By leveraging on-premise and F2F channels, the Manager will craft tailored experiences that strengthen brand presence, foster consumer connection, and unlock new pathways for growth across RBH categories (P1, P4 & CC).
YOUR DAY TO DAY
Strategy & Channel Ownership
Develop and execute the multi-category (P1, P4, CC) on-premise channel strategy, creating consumer-focused activations driven by insights and demand moments. Innovate practices to maximize legal-age consumer interactions and trial, ensuring flawless activation execution.
Own strategy and planning for omni-channel, multi-category consumer engagement campaigns aimed at legal-age customers. Deliver a seamless consumer journey and drive volume growth through winning ideas and data-driven activations. Collaborate with consumer experience teams, external vendors, and global functions to ensure campaigns align with business objectives.
Channel Budget Ownership
Manage detailed multi-category on-premise budgets (approx. $5M), ensuring alignment with channel strategy and campaign plans. Oversee multiple activation projects and consumer requirements throughout planning and program development.
Analytics & Channel Performance
Evaluate activation effectiveness and lead continuous improvement to position the brand as consumers’ first choice. Use data-driven insights to identify opportunities, optimize consumer touchpoints, and deliver impactful intercepts and brand engagements.
Conduct After-Action Reviews to assess experiential touchpoints and consumer engagement effectiveness, drive continuous improvement, and share best practices. Partner with category heads to capture and integrate customer learnings.
Cross-functional Collaboration
Collaborate with consumer experience, Brand Communications, Digital, and trade marketing teams to identify key customer opportunities/moments and develop a consumer journey targeting key moments of LANU nicotine usage for impactful face-to-face engagements.
Vendor Management/ Agency Ownership
Own relationships with external agencies in collaboration with category teams to develop and execute on-premise activations, delivering a 360° immersive brand experience at targeted touchpoints. Oversee recruitment, training, and management of in-field execution teams, providing leadership during activation setup, live execution, and tear-down.
People Management
Lead the design and growth of the on-premises organization by defining structure, hiring top talent, and driving continuous capability building. Establish training and performance frameworks to ensure operational excellence and long-term alignment with business objectives.
WHAT WE’RE LOOKING FOR
- University degree or post-graduate diploma in Business Administration, University Degree related to e-Commerce/Computer
- 'A minimum of ten (10) years of experiential marketing experience is required, with a solid understanding of Consumer Goods marketing methods, On-Premises program and experiential activations.
- Deep understanding of consumer needs and behavioural patterns
- Consumer Programs, HORECA deployment and On-premises program Understanding
- The ideal candidate should be creative, collaborative, well-organized, and able to prioritize projects effectively.
- Strong verbal and written communication skills and the ability to work independently are necessary.
- Lastly, the candidate must be an excellent team player with strong interpersonal skills.
This position requires travel more than 70% within Canada
WHAT WE OFFER
We offer the opportunity to join an organization where you can grow in a wide range of business functions. You will have the chance to build your professional expertise, business understanding, and leadership capabilities in a collaborative, challenging environment where we will empower you to take risks, experiment, and explore.
Our company fosters excellence in execution and is comprised of dedicated people working together to continue growing our status as industry leaders. We offer our employees a competitive salary, an attractive compensation package, flexible work schedules (where applicable), health and wellness programs, and a range of benefits.
For this position, the salary starts at $123,180 to $141,300 with a full range of benefits based on the level of experience.
You will also 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.
WHO WE ARE
Our parent company, PMI, is one of the world’s leading international tobacco companies. In addition to the manufacture and sale of cigarettes, PMI is engaged in the development and commercialization of smoke-free products.
RBH is thrilled to announce that we have been officially certified as a Great Place to Work, a testament to our commitment to fostering a positive and inclusive workplace culture. Click on the following link to learn more about what RBH believes: https://www.rbhinc.ca/home/what-we-believe.
We welcome and encourage applicants to reach their full potential with us. We use artificial intelligence in the form of algorithmic software in the application process to create efficiencies when sorting applicants and facilitating an effective screening process. Notwithstanding, the artificial intelligence software does not engage in autonomous candidate rejection and requires human intervention in screening relevant applications. If you are unable to apply for a position online or require any further accommodation during our recruitment process, please contact: AODA.RBH@rbhinc.ca.
FOLLOW US ON SOCIAL MEDIA:
RBH LinkedIn: https://www.linkedin.com/company/rothmans-benson-hedges-inc/
Facebook: https://www.facebook.com/RothmansBensonHedges/
X: https://twitter.com/RBHinc
RBH website: https://www.rbhinc.ca/
#RBH
About Rothmans, Benson & Hedges
At Rothmans, Benson & Hedges Inc. (“RBH”), Philip Morris International’s subsidiary in Canada, we’ve chosen to do something incredible. We are Canada´s second largest tobacco company, and we are totally transforming our business and building our future on smoke-free products with the power to improve the lives of millions of smokers in the country.
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.