A Day with HTP Design Manager Mauro Mota Martinho
In the heart of Geneva, where Swiss precision meets Japanese craftsmanship, Mauro Mota Martinho works on heated tobacco product design. As JTI's HTP Design Manager since August 2022, he applies industrial design principles to develop heated-tobacco products for adult consumers.
"The Japanese approach to craftsmanship and attention to detail appealed to me," Mauro reflects on what initially drew him to JTI. "It reminded me of the precision I experienced in luxury watchmaking, applied to a different category of consumer products."
That transition from timepieces to heated-tobacco products represented an opportunity to apply meticulous design processes toward product development at a global scale.
Walking into JTI's Geneva HQ, Mauro heads straight to the design atelier. Equipped with 3D printers, laser cutters, and samples from around the world, this workspace supports the technical development process.
"Design at JTI encompasses form and function," he explains, while examining a prototype of a Ploom device, JTI’s flagship reduced-risk* heated-tobacco product. "We focus on how adult consumers interact with products—considering usability, interface design, and product specifications."
This approach has guided his work on the Ploom portfolio. Each device represents consumer research, iterative prototyping based on desirability, feasibility and viability criteria, and cross-cultural collaboration.
As part of a diverse cross-functional team that includes marketing experts, R&D specialists, strategic insights professionals, and external mentors, Mauro works with JTI's adoption of the Jobs To Be Done methodology. This framework structures how the company approaches product development.
"We start with identifying the task the consumer is trying to accomplish," Mauro explains. "From there, we develop solutions that address functional requirements and usage patterns."
This methodology provides data on usage contexts, behavioral patterns, and practical considerations that influence how adult consumers use heated tobacco products.
If you enjoy solving challenges, working in a truly multicultural environment, and seeing your ideas come to life, this is the right place. But most importantly, never be afraid to ask questions or speak up. JTI is a place where curiosity is encouraged and ideas are genuinely welcomed.
While many have embraced remote work, Mauro utilizes in-person collaboration for design development. His interactions extend beyond Switzerland or Europe to Asia, where he frequently works with R&D colleagues, suppliers and conducts consumer research. These trips support international coordination that requires cross-cultural communication.
"In-person discussions facilitate project advancement," he notes. "Whether in Tokyo working on prototypes with R&D partners, visiting manufacturing sites across Asia, or conducting consumer research, physical presence enables detailed technical discussion and problem-solving."
This collaborative approach extends beyond his immediate team. Since joining JTI, he has noted the accessibility of leadership at multiple organizational levels, supporting workflow from concept development to implementation.
Mauro sees design as integral to product development in the heated tobacco category. His work on Ploom devices involves technical specifications and user interface design.
"We focus on each product touchpoint," he explains. "Device weight, interface functionality, and usage integration—these specifications determine product usability and adoption."
This focus on user experience has required Mauro to develop key professional competencies: problem-solving capabilities for design challenges, collaboration skills for cross-departmental and cross-market work, and understanding of both consumer behavior and colleague perspectives.
For designers considering a career at JTI, Mauro's advice centers on adaptability and teamwork.
"Design functions cross-functionally here," he emphasizes. "If you are interested in solving technical challenges, working in a multicultural environment, and participating in product development cycles, consider this field. Question-asking and input are part of the development process."
As Mauro continues working on JTI's heated-tobacco product design initiatives and Ploom device development, he focuses on the product development pipeline. Whether integrating new technologies, exploring design solutions, or refining development processes, his work involves ongoing iteration.
"The product development cycle encompasses multiple stages," he reflects, "from consumer research and design iteration to manufacturing coordination and observing product usage in the market."
Mauro is part of a new generation embracing the power of thoughtful design, collaborative innovation, and the unique culture that makes JTI a destination for creative professionals seeking to make a meaningful impact on a global scale.
* Reduced-risk products are products with the potential to reduce the risks associated with smoking.