Consumer Marketing Lead - Activation & Growth (FMCG/Consumer)

Your new company

Our client is a high-growth, globally backed consumer business preparing to launch a new category in the U.S. market. With significant investment and a clear ambition to build market share, they are now strengthening their marketing leadership team ahead of a major go-to-market push. Reduced-risk products (RRPs) are products with the potential to reduce the risks associated with smoking, e.g. modern oral, e-vapor, heated tobacco sticks.

Your new role

You will take full ownership of the end-to-end consumer journey strategy, defining how the business acquires, engages, and retains consumers in a pre-launch environment. This is a senior, highly strategic leadership role with responsibility for building a scalable activation engine across the U.S.

• Own the full consumer funnel: acquisition, activation, and retention


• Lead the development of the U.S. consumer activation strategy


• Manage a ~$20M budget, optimizing spend and ROI across channels


• Lead and develop a team of ~4 marketing professionals


• Set direction for Digital and experiential (HoReCa/events) teams


• Manage and oversee creative, activation, and media agency partners


• Build and execute the activation strategy for a new product category in the U.S.


• Drive seamless omnichannel experiences across digital, retail, and live activations

What you will need to succeed

• Proven experience owning the end-to-end consumer journey within a U.S. market


• Significant experience in consumer activation / growth marketing roles


• Background in FMCG, lifestyle, or high-activation consumer brands


• Strong leadership experience managing teams and external agency partners


• Experience owning and managing large marketing budgets ($10M+)


• Ability to operate in a build-from-scratch, pre-launch environment


• Deep understanding of U.S. consumer behavior and market dynamics


• Strong communication, stakeholder management, and strategic thinking skills

What you will get in return

You will have the opportunity to build a consumer strategy from the ground up in the U.S., with significant budget ownership, high internal visibility, and the chance to shape the launch of a new and evolving category within a fast-paced, globally backed environment. There would be support for US relocation to Raleigh along with great benefits including medical, dental/vision, pet insurance, 401k and many other above market offerings.

What you will need to do now

If you're interested in this role, click 'apply now' to forward an up-to-date copy of your CV, or call us now.