PMI

Project Overview

Philip Morris International is one of the world’s biggest companies — with teams working across HR, sales, sustainability, and corporate affairs. Each department had its own campaigns and priorities, but what they needed was consistency: a way to connect the dots, orchestrate campaigns properly, and make sure every euro of investment delivered results.

That’s where I stepped in. My role as Strategic Creative Director was to be the connector: the person who sits across departments, ensures campaigns are aligned, and drives both creative output and business impact. From HR recruitment campaigns to sustainability storytelling, from sales enablement to LinkedIn account management, I’ve supported PMI in building a content system that works — not just one-off campaigns.

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Orchestrating campaigns across departments

Instead of siloed initiatives, I built a process where campaigns could reinforce each other:

• HR & Employer Branding – recruitment campaigns that attract the right talent, presented with honesty and impact.
• Sales & Commercial – product storytelling and campaigns designed to drive leads and strengthen positioning.
• Sustainability & CSR – purpose-driven content highlighting PMI’s shift toward reduced-risk products and responsible business.
• LinkedIn Account Management – full management of executive and corporate LinkedIn accounts, ensuring consistent tone, aligned storytelling, and measurable results.

My focus was always on orchestration: making sure each campaign connected back to PMI’s bigger story, while also delivering clear ROI.

Results

Philip Morris now benefits from:

• A consistent brand voice across HR, sales, sustainability, and corporate.
• A content system where campaigns don’t compete but reinforce each other.
• Clear workflows for distribution, LinkedIn management, and stakeholder delivery.
• Campaigns that are not just creative, but measured against ROI.

My Role in this Project

• Supported HR, Sales, and Sustainability teams with tailored campaigns.
• Ensured cross-department alignment so every campaign worked toward the same brand narrative.
• Directed creative campaigns end-to-end, from ideation to rollout.
• Managed LinkedIn accounts for executives and departments, keeping content consistent and impactful.
• Measured and optimized campaigns for ROI and efficiency.