A day in the life of a CRM Orchestration Manager at Geneva HQ
Jialing has been with JTI at our HQ in Geneva since early 2025 and plays a key role in our digital consumer experience team within our heated tobacco device brand group, Ploom. Her team develops, executes and continuously refines our electronic customer relationship management (eCRM) approach by building global eCRM strategies and segmenting consumers by behavior preferences and demographics to deliver tailored messaging across our eCRM channels. Jialing and her team mates also support markets with their local rollouts of our Ploom AURA heated tobacco device.
So what does Jialing like most about her job? What's the vibe in her team? And how does she spend time outside of the office? Read on to find out.
Being a CRM (Customer Relationship Management) Orchestration Manager, as the name suggests, involves providing direction and managing moving parts with various teams to support our colleagues in the markets in the best possible way.
Each market has different requirements, and my role is to ensure that they have what they need in terms of global guidance so that they can adapt this to their local needs. But in some cases, I need to get stuck in too and help with market specific requests. This might involve creating special design templates or adapting audience segmentation lists, for example.
With Ploom AURA set to launch in all 26 markets where Ploom is currently present and more to come in the future, my team and I have some exciting months ahead of us!
Working in my team is almost like working for a start-up. It's a new team and we're all relatively new to JTI too, so we're testing and learning to make our consumers' experiences better every day. It's great to collaborate with people from different backgrounds, cultures and perspectives to find the best solutions and keep improving.
What surprised me the most after joining JTI was the truly international and diverse environment. In my team, we all come from different backgrounds – for example, I came from the luxury industry - and this creates an open-minded atmosphere where new ideas are welcome and can shape how we do things.
I was also positively surprised by how many opportunities there are to grow and try out different roles across the business. JTI actively encourages people to keep learning, to explore different paths and to develop their careers in directions that match both personal interests and company needs. What motivates me the most is the opportunity to learn new things, having a nice working environment with colleagues from all over the world and the dynamic nature of my work.
Working in the tobacco and nicotine industry presents a fascinating challenge. This unique environment pushes me to keep learning and evolving, turning every day into an opportunity for growth. One thing I particularly find rewarding is the balance our campaigns achieve - they're designed to be both creative and compliant with strict legal restrictions.
On a more personal note, JTI's 10-day work from abroad policy means that I can combine a trip home to see family and friends in China with work – something I plan to take advantage of every year. And to relax? I love hiking, and living in Switzerland means that I'm surrounded by some of the most breathtaking trails in the world. When I'm not out exploring nature, I enjoy spending time just hanging out with friends. At home, I unwind by doing puzzles and taking care of my ever-growing collection of plants. They bring a lot of joy (and greenery!) into my space.