📌 Core Information
🔹 Job Title: Senior Strategic Brand Activation Manager (Next Generation Products)
🔹 Company: Scandinavian Tobacco Group
🔹 Location: Copenhagen, Denmark
🔹 Job Type: Full-time
🔹 Category: Marketing & Branding
🔹 Date Posted: May 7, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and leading global brand activation strategies for nicotine pouch products.
- Creating activation toolkits and messaging frameworks to bring brand strategy to life.
- Managing creative and digital agency partnerships for consistent brand experiences.
- Monitoring campaign performance and optimizing toolkit effectiveness.
- Collaborating with markets to provide activation guidance and ensure alignment.
ASSUMPTION: This role requires a strategic mindset, strong communication skills, and experience in brand activation or consumer marketing to succeed.
📋 Key Responsibilities
✅ Design and lead global brand activation strategies across markets and consumer journeys.
✅ Develop activation toolkits and messaging frameworks that bring brand strategy to life.
✅ Lead 360° global campaign development for product launches, ensuring global relevance with local resonance.
✅ Manage creative and digital agency partnerships to deliver high-impact, consistent brand experiences.
✅ Monitor campaign performance and optimize toolkit effectiveness.
✅ Collaborate and partner closely with markets to provide activation guidance and ensure alignment.
✅ Contribute to category P&L performance through insight-driven brand initiatives.
ASSUMPTION: This role requires a proactive, growth-oriented attitude and the ability to work effectively in a matrix organization.
🎯 Required Qualifications
Education: Relevant degree in marketing, business, or a related field.
Experience: 5-10 years of experience in brand activation, consumer marketing, or campaign strategy, preferably in FMCG.
Required Skills:
- Proven track record in developing integrated campaigns across digital, retail, experiential, and trade.
- Strong consumer and shopper insight skills, paired with a commercial mindset.
- Strong communication skills.
Preferred Skills:
- Experience in matrix organizations.
ASSUMPTION: Candidates with a strong understanding of the FMCG industry and nicotine pouch products will have an advantage in this role.
💰 Compensation & Benefits
Salary Range: €60,000 - €80,000 per year (Estimated, based on industry standards for similar roles in Denmark)
Benefits:
- Comprehensive compensation package
- Generous pension scheme
Working Hours: 37 hours per week
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and skills.
📌 Applicant Insights
🔍 Company Context
Industry: Scandinavian Tobacco Group operates in the tobacco manufacturing industry, with a focus on premium tobacco products and experiences.
Company Size: The company has 5,001-10,000 employees, providing a large and diverse work environment.
Founded: The company has a rich heritage dating back 250 years and has been operating as Scandinavian Tobacco Group since 1961.
Company Description:
- Scandinavian Tobacco Group is a global leader in the production and distribution of premium tobacco products.
- The company offers a diverse portfolio of iconic brands, including Signature, Cohiba, Macanudo, CAO, Partagas, and nicotine pouch products through its recent acquisition of XQS.
- The company is committed to sustainability and minimizing its environmental footprint.
Company Specialties:
- Fine-cut Tobacco
- Pipe Tobacco
- Handmade Cigars
- Machine-made Cigars
- Nicotine Pouches
Company Website: http://www.st-group.com
ASSUMPTION: Scandinavian Tobacco Group's focus on sustainability and minimizing its environmental footprint may present opportunities for candidates interested in driving change in the industry.
📊 Role Analysis
Career Level: This role is a senior-level position, offering opportunities for leadership and strategic decision-making.
Reporting Structure: The role reports directly to the Brand Director and involves close collaboration with markets to provide activation guidance and ensure alignment.
Work Arrangement: The role is on-site, with a 37-hour workweek.
Growth Opportunities:
- Potential to expand the nicotine pouch category and grow the brand portfolio.
- Opportunities to work on global campaigns and toolkits, driving consumer engagement and brand equity.
- Possibility to develop leadership skills and advance within the organization.
ASSUMPTION: This role offers significant growth opportunities for candidates eager to make an impact in a global organization.
🌍 Location & Work Environment
Office Type: The company's headquarters is located in Gentofte, Denmark, offering a modern and collaborative work environment.
Office Location(s): Sandtoften 9, Gentofte, Capital Region 2820, DK
Geographic Context:
- Copenhagen is a vibrant city with a high quality of life, offering a rich cultural scene and numerous outdoor activities.
- The city is known for its strong focus on sustainability and work-life balance.
- Copenhagen is well-connected by public transportation, making it easy to commute to the office.
Work Schedule: The role follows a standard workweek of 37 hours, with flexibility for occasional overtime as needed.
ASSUMPTION: Candidates should be comfortable working in an on-site environment and be prepared to commute to the office in Gentofte.
💼 Interview & Application Insights
Typical Process:
- Recruiter Screen
- Hiring Manager Interview
- Case study and Behavioral Assessment
- Leadership Interview
Key Assessment Areas:
- Strategic thinking and brand activation expertise
- Communication and collaboration skills
- Commercial mindset and consumer insight skills
- Leadership potential and cultural fit
Application Tips:
- Tailor your resume and cover letter to highlight your brand activation experience and relevant skills.
- Prepare for case studies and behavioral assessments by researching the company and its brands, and practicing your problem-solving skills.
- Demonstrate your understanding of the nicotine pouch category and its market potential during the interview.
ATS Keywords: Brand Activation, Consumer Marketing, Campaign Strategy, Integrated Campaigns, Digital Marketing, Retail Marketing, Experiential Marketing, Trade Marketing, Consumer Insights, Commercial Mindset, Communication Skills, Proactive Attitude, Innovation, Matrix Organizations, Leadership
ASSUMPTION: Applicants should be prepared to demonstrate their strategic thinking, communication skills, and brand activation expertise throughout the interview process.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management tools (e.g., Asana, Trello, Microsoft Project)
- Marketing automation and analytics tools (e.g., Google Analytics, Marketo, Salesforce)
- Design and creative tools (e.g., Adobe Creative Suite, Sketch, Figma)
ASSUMPTION: Candidates should be comfortable using common marketing and project management tools to succeed in this role.
👔 Cultural Fit Considerations
Company Values:
- Craftsmanship: We take pride in our work and strive for excellence in everything we do.
- Courage: We dare to light the way forward and raise the standards for everything we do.
- Collaboration: We believe in the power of teamwork and support each other to achieve our goals.
Work Style:
- Strategic: This role requires a strategic mindset and the ability to develop and execute global brand activation strategies.
- Collaborative: The role involves close collaboration with markets and agency partners to deliver high-impact brand experiences.
- Adaptable: Candidates should be comfortable working in a dynamic and evolving industry, with a willingness to adapt to change.
Self-Assessment Questions:
- Do you have a proven track record in developing integrated campaigns across digital, retail, experiential, and trade?
- Are you comfortable working in a matrix organization and collaborating with diverse teams?
- Do you possess strong consumer and shopper insight skills, paired with a commercial mindset?
ASSUMPTION: Candidates should assess their fit with the company's values and work style to ensure a successful and fulfilling career at Scandinavian Tobacco Group.
⚠️ Potential Challenges
- The role requires a strong understanding of the FMCG industry and nicotine pouch products, which may present a learning curve for candidates new to the category.
- The role involves close collaboration with markets and agency partners, which may require occasional travel and flexibility in working hours.
- The role requires a proactive, growth-oriented attitude and the ability to work effectively in a matrix organization, which may present challenges for candidates with a more traditional work style.
- The tobacco industry is highly regulated, and candidates should be comfortable working in a regulated environment.
ASSUMPTION: Candidates should carefully consider the potential challenges of this role and assess their ability to succeed in a dynamic and evolving industry.
📈 Similar Roles Comparison
- This role is unique in its focus on the nicotine pouch category and global brand activation strategies for next-generation products.
- Compared to other brand activation roles, this position offers a greater emphasis on global strategy and toolkit development.
- Career progression in this role may involve expanding the nicotine pouch category, growing the brand portfolio, or taking on leadership responsibilities within the organization.
ASSUMPTION: Candidates should consider the unique aspects of this role and assess their fit with the company's focus on the nicotine pouch category and global brand activation strategies.
📝 Sample Projects
- Developing a global brand activation strategy for a new nicotine pouch product launch.
- Creating an activation toolkit and messaging framework to bring the brand strategy to life across diverse markets.
- Managing creative and digital agency partnerships to deliver high-impact, consistent brand experiences for a product refresh campaign.
ASSUMPTION: Candidates should be prepared to discuss their experience with similar projects and demonstrate their ability to succeed in this role.
❓ Key Questions to Ask During Interview
- Can you describe the company's long-term vision for the nicotine pouch category and how this role contributes to that vision?
- How does the company support the growth and development of its employees in this role?
- What are the key priorities for this role in the first 90 days?
- How does the company measure the success of brand activation campaigns, and what KPIs are most important for this role?
- What is the company's approach to sustainability and minimizing its environmental footprint in the tobacco industry?
ASSUMPTION: Candidates should prepare thoughtful questions that demonstrate their interest in the role and the company's mission.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your brand activation experience and relevant skills.
- Prepare for case studies and behavioral assessments by researching the company and its brands, and practicing your problem-solving skills.
- Demonstrate your understanding of the nicotine pouch category and its market potential during the interview.
- Follow up with the recruiting team within one week of submitting your application to express your interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
