Digital Strategy Director

About JT International
JTI is a leading global tobacco and vaping company operating in over 130 countries worldwide, focused on innovation and sustainability. One of the fastest growing international industry players over a ten year period, we market world-renowned brands such as Winston, Camel, Mevius, LD, Logic and Ploom.

Purpose of the function
JTI’s ambition to create a new digital future through distinctive talents and technologies is driving a shift toward more consumer-centric, data-driven, and digitally enabled commercial experiences. Within this context, Business Technology Services Marketing & Sales (BTS M&S), part of the Digital & IT organization, acts as the catalyst that converts business strategy into digital value - connecting our consumer, retailer, and employee journeys through modern digital platforms, omnichannel capabilities, and AI-enabled capabilities.
The Digital Strategy Director leads the vision, design, and proof-of-concept delivery of JTI’s future-oriented Digital Ecosystem, ensuring that consumer experience ambitions are translated into cohesive, end-to-end digital and technology execution.
The role reports into the Vice President, Business Technology Services Marketing & Sales (BTS M&S) and works closely with Global and Regional Marketing & Sales, Data and Analytics, Global Delivery Center and Digital teams in the market and, in turn, excels in the ability to lead and orchestrate diverse cross-functional stakeholders - engaging effectively across all levels of seniority to drive alignment and delivery of seamless consumer experiences at scale.

Responsibilities area
DIGITAL ECOSYSTEM CONCEPT & STRATEGY
• Define and evolve the vision and roadmap for the Digital Ecosystem, ensuring a clear journey-led approach that integrates consumer, customer, and employee domains through shared data, platforms, and capabilities.
• Position a multi-category Digital Ecosystem capable of supporting AI-enabled D2C models and future commercial innovation (e.g., agentic commerce).
• Guide the evolution from current-state capabilities to a scalable future operating model, balancing continuity, risk management, and transformation.
• Shape the strategic integration of UX, CRM, content, and AI-enabled capabilities (e.g., automation, personalization, decision support) to deliver coherent, mobile-first, end-to-end journeys.
• Lead capability assessments and external benchmarking to inform investment priorities and alignment with leading practices in consumer-centric Digital Ecosystems.

DIGITAL ECOSYSTEM PROOF OF CONCEPT DELIVERY
• Oversee global delivery of the Digital Ecosystem proof of concept (PoC), ensuring cross-functional coordination and alignment with defined success metrics.
• Translate strategic direction into tangible outcomes by partnering closely with M&S, BTS M&S, D&IT, and Regional and Market teams during execution.
• Monitor progress, risks, and dependencies to ensure delivery remains aligned with strategic objectives and delivers measurable business value.
• Capture learnings from the PoC and translate them into scalable design principles for broader rollout.

STAKEHOLDER & ECOSYSTEM LEADERSHIP
• Champion a consumer-journey-led and data-driven mindset, embedding accountability for experience quality and performance across functions.
• Act as the strategic integrator across M&S, BTS M&S, D&IT, Regions, and Markets to align priorities, resources, and delivery plans.
• Drive senior stakeholder engagement, fostering shared ownership of outcomes across business and technology functions.
• Provide direction and oversight to external partners and vendors, ensuring quality, coherence, and value realization.

GOVERNANCE, OPERATING MODEL & COMPLIANCE
• Ensure initiatives comply with D&IT policies, technology standards, and governance frameworks.
• Advise on service delivery models, capability ownership, and resource allocation to support scalability, resilience, and cost efficiency.
• Oversee budgets and vendor engagements, ensuring disciplined execution and alignment with strategic objectives

Profile:
7-10+ years of experience in digital, technology, or IT with eCommerce roles, including senior leadership positions with people and budget responsibility, preferably in multinational organizations.
Proven experience leading large-scale, cross-functional digital or eCommerce initiatives across consumer, customer, and internal domains, ideally within FMCG or comparable consumer industries.

• Working knowledge of AI-enabled digital capabilities (e.g., personalization, automation, decision support), with the ability to translate emerging technologies into business value.
• Strong understanding of CRM, MarTech, eCommerce, and data platforms, and how they enable end-to-end, journey-led consumer experiences.
• Experience operating in global-to-local environments, aligning global platforms with regional and market needs.
• Excellent English communication skills, with the ability to engage senior business and technology stakeholders.