CRM Lead

Location: Vilnius, Lithuania

Working Pattern: Hybrid, 2 days on-site per week

At PMI, we’ve chosen to do something incredible. We’ve transformed our business and are building our future on one clear purpose—to deliver 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.

Join our E-commerce & CRM team as CRM Lead, where you will own and develop B2C CRM activities across the Baltic markets — Lithuania, Latvia and Estonia — helping us build stronger consumer engagement, improve retention and grow the value of our consumer database.

You will lead CRM communication, automation, segmentation and performance improvement initiatives, turning consumer data and campaign learnings into clear actions that improve business results and consumer experience.

• Lead B2C CRM activities across Baltic markets, including one-off campaigns, automated journeys, lifecycle communications including experimentation and optimization. • Analyze CRM campaigns and journeys and turn learnings into clear improvement actions. • Develop and present regular CRM reporting on core CRM KPIs. • Work closely with Brand, Commercial, Digital, Legal, Data, IT and external partners to deliver CRM initiatives on time, in line with business priorities and compliance requirements. • Develop and deploy tools, processes and projects that improve CRM execution, segmentation, automation and efficiency. • Contribute to the broader digital strategy, ensuring consumer omnichannel experience. • Apply AI and automation tools to improve CRM segmentation, content creation, testing and campaign personalization, continuously exploring new ways AI can improve consumer engagement and efficiency.

Skills & Capabilities

• University degree in Marketing, Data Science, or a related field. • Proven experience in CRM, lifecycle marketing, digital communication, loyalty, retention, or consumer engagement. • Experience working with modern CRM, marketing automation, or ESP platforms; familiarity with Salesforce Marketing Cloud, ActiveCampaign, or similar tools would be a strong advantage. • Strong analytical skills, with the ability to translate campaign data, consumer behavior, and performance results into practical business decisions. • Solid understanding of customer segmentation, personalization, testing, and performance optimization. • Strong AI literacy and confidence using AI tools (e.g., Copilot, GenAI platforms) to support daily work, problem-solving, and decision-making. • Ability to manage multiple priorities, campaigns, and stakeholders in a dynamic business environment. • Strong project management and organizational skills, combined with a proactive ownership mindset. • You have a valid work permit in Lithuania. • Proficiency in English.

Rewards & Benefits

• Comprehensive private medical insurance with 4 plan options—covering outpatient and inpatient care, diagnostics, rehabilitation, preventive checks, vaccinations, dental services, and more. • Flexibility of hybrid-work model—work remotely up to 3 days a week while staying connected with your team in the office at least 2 days. In addition - a possibility to work from abroad for up to 20 working days per year. • Support to set up your home office - get essential IT equipment and a personal allowance of up to €300 gross to create a comfortable, productive workspace. • Fully covered Life & Personal Accident insurance. • Yearly vacation allowance of €900 gross paid ahead of the summer