Head Direct eCommerce Channels

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Job title:

Head of Direct eCommerce Channels

Purpose of this role:

Reporting to the Global Head of Digital Commerce, this role is responsible for the strategic development of owned eCommerce channels (Websites, Connected Apps, Instant Messaging Apps). The ideal candidate will have a proven track record in delivering world-class online customer experiences for globally established brands with full omnichannel presence. The role leads global roadmap design, end-to-end channel experiences, and business performance against KPIs.

Key responsibilities:

High Performing Team Leadership

• Lead global Direct eCommerce channels team across Smoke Free Product categories.
• Build and empower a high-performing team focused on CX excellence.
• Maintain a results-driven mindset and remove barriers to success.
  
  

Strategy Development of Direct eCommerce Channels

• Design and own vision and strategy for Websites, Instant Messaging Apps, and Connected Apps.
• Define channel roles and strategies aligned with omni-channel objectives.
• Develop value propositions and KPIs; set yearly targets.
• Provide thought leadership and benchmark analysis.

Roadmap Build and Delivery

• Create roadmaps for customer experience initiatives.

• Assess and prioritize initiatives based on KPIs and business impact.
• Collaborate with IT and Product Teams for feature delivery.
  
  

Channels Performance

• Drive performance through sales and NPS KPIs.
• Develop onsite campaigns focused on conversion and satisfaction.
• Lead global CRO program via A/B testing and personalization initiatives.
• Monitor performance and support underperforming markets.
  
  

Customer-Centric and Data-Driven Experiences

• Design best-in-class acquisition and retention journeys.
• Analyze data and feedback to identify pain points.
• Conduct user research and advocate consumer-centricity.
  
  

Strategy Alignment / Market Support

• Align global strategy with regional and market stakeholders.
• Support local initiatives and ensure consistent brand experience.
• Review plans for efficiency and effectiveness.
  
  

Channel Development

• Manage annual budget for Direct eCommerce Channels.
• Build organizational eCommerce knowledge and represent channels in cross-functional forums.
  
  

SFP Collaboration

• Brief support functions for enabler delivery.
• Maintain strong relationships with SMEs and technical teams.
• Collaborate with digital marketing and operations for integrated journeys.

Background & Skills:

• 10+ years in global eCommerce leadership roles with international brands.
• Proven expertise in eCommerce, UX, omnichannel strategies, and acquisition/retention programs.
• Strong data analytics aptitude and decision-making skills.
• Ability to manage multiple initiatives and KPIs.
• Excellent leadership, communication, and stakeholder management up to C-suite level.
• Entrepreneurial mindset with continuous improvement focus.

Our commitment to inclusion

PMI is on a continuous journey to ensure that all of our employees feel welcome and feel that they belong. We have a number of internal networks that are inclusive and open for anyone to join, including networks covering employees from ethnic minority backgrounds, LGBTQ+ and gender. We’re also extremely proud to be the first global company to be awarded Equal Salary Certification. We take wellbeing seriously, so we have trained mental health First Aiders to help support our employees, as well as support in the form of our LifeWorks app and Employee Assistance Programme. PMI is an equal opportunities employer, hiring solely on merit and business need. We encourage applications regardless of sex, gender identity, ethnicity, age, sexual orientation, gender reassignment, religion or belief, marital status, pregnancy, parenthood and disability. If you require reasonable adjustments in any recruitment process with us, please make us aware.