Senior Category Manager Smoke Free Products

One clear purpose - to deliver a smoke-free future.

Times are changing at PMI. We’ve chosen to do something big. The world expects us to act responsibly. And we are doing just that by transforming our business by building a smoke-free future.

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.

Here, you can make a difference. You can craft the consumer journey, from discovery and acquisition through to conversion and loyalty. And you can watch your efforts lead to meaningful change in the lives of smokers on their way to better alternatives. You’ll develop your skills; collaborating across functions, markets and regions. If you want to make a life-changing impact on consumers, there’s no better place!

We are looking for a Senior Category Manager Smoke Free Products, based in Madrid (Spain). 

Role Purpose

The Senior Category Manager Smoke Free Products at Global Travel Retail is responsible for translating category and brand strategy into impactful, consumer-centric execution across duty-free markets. The role ensures strong performance delivery through effective planning, cross-functional alignment, and continuous optimization of commercial and marketing initiatives.

This position sits at the intersection of strategy and execution—driving growth, enhancing consumer experience, and accelerating adoption within the Smoke-Free Products category.

Key Responsibilities

1. Strategy Translation & Performance Management

• Translate category and brand strategies into clear, actionable plans and KPIs


• Monitor performance across duty-free markets and identify growth opportunities


• Consolidate insights from multiple data sources to inform decision-making


• Drive a performance culture through structured tracking and reporting

2. Market Activation & Commercial Execution

• Lead the deployment of integrated go-to-market plans across priority duty-free markets


• Ensure consistent and high-quality execution of campaigns and activations


• Adapt global frameworks to local market realities where needed


• Champion best practices and drive continuous improvement in execution

3. Portfolio & Innovation Support

• Support product pipeline deployment and launch readiness


• Coordinate launch plans across functions and markets


• Track post-launch performance and recommend optimization actions

4. Cross-Functional Leadership

• Act as a key interface across Global Category, Region and Operations and, locally, across Brand Retail, Content, CX and Commercial teams


• Align partners on priorities, timelines, and deliverables


• Lead or contribute to cross-functional projects and strategic initiatives

5. Consumer & Category Insights

• Leverage consumer insights to shape activation strategies and experiences


• Identify category trends and translate them into actionable opportunities


• Ensure strong consumer-centricity in all initiatives

Key Capabilities & Skills

• Strong strategic thinking combined with hands-on execution capability


• Structured problem-solving and analytical mindset


• Project management and stakeholder coordination across geographies


• High level of ownership, accountability, and results orientation


• Ability to work in a fast-paced, ambiguous environment


• Strong communication and storytelling skills (executive-level)

Experience & Background

• Experience in marketing, category management, or commercial roles


• Exposure to multi-market / regional environments preferred


• Experience in FMCG is a plus

WHY SHOULD YOU JOIN US?

What we offer:

Join PMI and you too can:

Seize the freedom to define your future and ours! We’ll empower you to take risks, experiment and explore

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

Pursue your ambitions and develop your skills with a global business – our staggering size and scale provides endless opportunities to progress

Take pride in delivering our promise to society: to improve the lives of a billion smokers.

Key things to know before you apply:

- Relocation is not supported for this job