Define and lead JTI’s applied behavioural science strategy, embedding behavioural science thinking into reduced risk proposition design, communication and commercialisation
Lead and oversee a portfolio of behavioural science projects, including applied projects with immediate business relevance and fundamental projects that deepen category-specific understanding of switching behaviours, behaviour formation, persistence, and consumer decision-making
Leverage advances in behavioural science to diagnose the behavioural drivers of reduced risk choice, behaviour formation, switching and loyalty, identifying mechanisms such as framing, defaults, social influence and friction
Translate established and emerging behavioural science theory into clear, evidence-led inputs that shape reduced risk portfolio direction, innovation priorities and...
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