A day in the life of a LeadMetrix Strategy & Deployment Manager at Geneva HQ
A devoted family man with a #BePositive mindset, Ferdinando brings energy and genuine care to every interaction. His typical workday is defined by constant collaboration - whether with team members, cross-functional colleagues, partners or even consumers.
Adaptability, empathy and a forward-looking approach are essential qualities that help Ferdinando achieve success in his dynamic and, at times, challenging role.
With a background in consumer data analysis and brand strategy, I've always been passionate about helping brands build stronger, more meaningful relationships with their audiences. So when the opportunity arose to shape something similar in the innovative and ever-changing reduced-risk product category at JTI, I didn't hesitate.
What also attracted me was the overwhelmingly positive feedback I found online about JTI's company culture and reputation. The idea of working in a truly international environment that values cross-cultural collaboration was another major factor in my decision - and it's lived up to expectations.
Together with my team and other colleagues, my role centers on deploying a strategic capability called Leadmetrix in markets where we offer reduced-risk products. Leadmetrix allows us to use real consumer feedback to respond quickly and effectively to what our adult consumers are telling us - turning insights into action.
A big part of my day involves keeping the team focused on the bigger business goals, ensuring operational tasks don’t distract us from our main objectives. When challenges or uncertainties arise, I adjust the plan, partner with colleagues to test solutions and keep the momentum going.
With each market launch we're learning, refining and improving the Leadmetrix process and I'm genuinely excited about the value it's helping us deliver to our consumers.
JTI is a large, multicultural company where complexity is part of the journey, but also part of the learning. In the reduced-risk products team, there is a lot to build and you have the chance to be part of a dynamic and growing business unit.
I thrive on the constant challenge of dealing with complex situations - it keeps me sharp and fuels my problem-solving mindset. I also appreciate the opportunity to challenge the status quo and take calculated risks, because that's often where innovation happens and real progress is made.
Another highlight is working from the office in Geneva. The modern, well-designed facilities make collaboration easy and enjoyable and the view of the lake is simply inspiring. It's a daily reminder of the unique environment we get to work in and I feel very grateful to be here.