Applied Behavioural Science Director

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 go-to-market strategy. Design, lead and oversee real-life and digital experiments and embed behavioural interventions across propositions and experiences (both offline and online) to improve trial, adoption and long-term engagement for reduced risk propositions thereby contributing to harm reduction outcomes. Leverage science to inform behavioural communication strategy and choice architecture for reduced risk propositions, ensuring messaging, activation and touchpoints reflect how consumers interpret and respond in real contexts. Act as the functional applied behavioural science subject matter expert, while establishing frameworks, tools and standards that enable cross functional teams to apply behavioural science consistently and effectively. Partner with Legal and Regulatory Affairs to ensure behavioural approaches meet the highest standards of rigor, ethics and credibility.

At JTI we celebrate differences, and everyone truly belongs. 46,000 people from all over the world are continuously building their unique success story with us. 83% of employees feel happy working at JTI. This newly established, forward-looking capability is designed to bring enhanced scientific depth and rigor into how new product and experience concepts are shaped, tested and implemented across JTI. It draws from and integrates multiple scientific disciplines, including neuroscience, behavioural, sensory perception and experience design sciences to build a coherent, science-led system that enables a robust and defensible understanding of product experience and consumer behaviour.

• 10–12+ years of relevant professional experience

• Postgraduate degree (PhD/MSc) in applied behavioural science, behavioural economics, psychology or a related field

• Deep expertise in theoretical and applied behavioural science, behavioural economics, psychology or decision sciences, with strong applied experience in industry or consultancy

• A proven ability to translate behavioural theories and insights into commercial, innovation, and communication outcomes, not just research outputs

• Strong experience designing and running in market experiments, including A/B testing, RCTs and causal inference approaches

• A deep understanding of behavioural mechanisms such as choice architecture, behaviour formation, and social influence

• Strong stakeholder management and communication skills, with the ability to influence across scientific, commercial and innovation teams

• A pragmatic, impact focused mindset, with a strong commitment to scientific rigor, ethics and real-world applicability

• Previous experience in team leadership and establishing and delivering a strategic team vision