Brand Retail Territory Manager (based in Brasov)

The Brand Retail Territory Manager (BRTM) is responsible for experience and operational leadership of the Brand Retail network within the allocated region making sure that the channel strategy is flawlessly implemented at local level. The BRTM directly coordinates the services provided by 3rd party agency via Area Sales Managers, Store Managers and Field Trainers. Collaborates with the third-party agency and HQ teams to ensure excellence in execution, achievement of commercial objectives, and delivery of superior consumer experience. This role requires full ownership of regional performance, and active leadership in managing people, budgets, and business operations.

RESPONSIBILITY 1 – Regional Leadership and National Alignment

• Translate the national Brand Retail strategy into clear, measurable regional action plans.
• Design, communicate, and implement commercial plans (annual/quarterly) aligned with branding, conversion, and profitability objectives.
• Identify and leverage local business opportunities (events, partnerships, strategic locations), adapting the national direction to regional market specifics.
• Contribute to the development of Brand Retail network architecture and provide feedback on POS performance and placement.
  
  

RESPONSIBILITY 2 – Regional Team Coordination & Leadership Development

• Lead, monitor, and develop regional teams of Area Sales Managers, Store Managers and Field Trainers, to ensure delivery of commercial and consumer experience targets in line with PMI standards.
• Set SMART objectives and performance KPIs for each region and location; implement structured service reviews, provide structured feedback and follow-up on action plan
• Foster a culture of performance, ownership, and accountability through continuous coaching, capability building, and feedback.
  
  

RESPONSIBILITY 3 – Operational Management and Execution Excellence

• Ensure operational excellence across all Brand Retail units in the region, maintaining consistency with PMI’s retail standards.
• Supervise the execution of commercial initiatives (campaigns, launches, promotions) and assess their impact in each POS.
• Oversee operations such as store opening hours, active structure in place, stock flow, cash collection, visual merchandising, and service design.
• Conduct regular retail audits and define corrective action plans to address performance gaps
  
  

RESPONSIBILITY 4 – Budget Ownership and Efficient Resource Allocation

• Propose regional investments (repairs, relocations, local activations) and evaluate their commercial and financial impact.
• Work closely with the third-party operator to improve staff retention and create efficiencies.
• Support cost optimization plans aligned with national priorities.
  
  

RESPONSIBILITY 5 – Commercial Transformation and Consumer Conversion

• Lead the implementation of M-C conversion and consumer engagement initiatives for SFP product categories.
• Collaborate with Consumer Experience, Commercial, and Digital teams to define and optimize the consumer journey in-store.
• Oversee Guided Trials and tailored interactions within the stores to convert and retain adult nicotine users.
  
  

RESPONSIBILITY 6 – Performance Monitoring, Data Analysis & Decision Making

• Monitor performance KPIs (traffic, conversion rate, sales, NPS, mystery shopper score, team turnover) daily/weekly and translate insights into actionable decisions.
• Use business intelligence to guide strategic and operational decisions at the regional level.
• Deliver regular performance reports to HQ management and identify risks or opportunities for corrective actions.
• Actively contribute to cross-functional projects by bringing operational insights and regional expertise.
  
  

RESPONSIBILITY 7 – Compliance, Process Adherence, and Operational Safety

• Ensure all regional units comply with PMI internal policies and procedures
• Coordinate continuous training on safety protocols, internal regulations, and retail execution standards.
• Oversee proper use and maintenance of operational equipment and assets; report incidents or non-compliance promptly.
• Lead corrective action planning and support internal and external audit readiness in the region
  
  

CANDIDATE PROFILE

• Strong leadership and strategic thinking
• Excellent communication and influence skills
• Data-driven mindset with a focus on performance management
• Effective planning and prioritization abilities
• Flexibility, proactivity, and a continuous improvement attitude
  
  

Skills

EDUCATION / EXPERIENCE / KEY COMPETENCIES AND SKILLS

• College / University: Degree in Business/Commerce, Marketing.
• At least 3 years of experience in Brand Retail business in FMCG or premium B2C brand companies
• At least 3 years of experience in team management
• Combination of strategic, analytical and pragmatic thinking, customer focus
• Excellent communication & negotiation skills
• Experience in 3rd parties / suppliers management
• Agility and skills to act in ambiguity
• Cross-functional development would be an asset
• Fluent English
  
  

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