Developing a new generation of empowered & adaptable managers at PMI

We partnered with PMI to help area managers strengthen delegation, build trust and lead their teams with confidence through change.

Philip Morris International (PMI), one of the world’s leaders in the tobacco industry and is undergoing a transformative change to deliver a smoke-free future. PMI is committed to replacing traditional cigarettes with smoke-free alternatives, a major evolution that has required a shift in mindset and adaptability for everyone in the business. 

• 83,170 employees
• 180 markets worldwide

"Our new strategy requires a fundamental shift in how we work. Success depends on teams embracing change, adapting quickly, and staying aligned with our vision." - Joel Noel, Commercial Learning and Development Lead

The Challenge

As PMI accelerates its journey towards a smoke-free future, leaders across the business recognised the need to equip teams with the skills and mindset required to deliver this transformation effectively.

The Commercial team plays a vital role in this vision. Their success depends on strong relationships with retailers and wholesalers, helping partners maximise profitability through the successful sale of PMI’s evolving product portfolio.

For area managers, this meant stepping into a new kind of leadership role, they needed to strengthen their ability to delegate effectively, empower their teams, and create an environment where people felt confident to take ownership and perform at their best.

With many team members working in the field rather than behind a desk, area managers needed to lead through trust, clear communication and strong coaching, all while delivering ambitious commercial targets. At the same time, there was a growing focus on psychological safety and the role leaders play in fostering it.

“Ensuring our teams meet ambitious targets while prioritising psychological well-being is essential. Supporting our people to reach their full potential with a positive mindset is just as important as delivering commercial results. We needed a partner who could help us develop our people to balance both.” - Joel Noel, Commercial Learning and Development Lead

The Solution 

PMI partnered with DoThinkDo to deliver a Purposeful Delegation programme for leaders in its Commercial function. The programme focused on helping area managers develop the confidence and communication skills needed to delegate effectively, support their teams and build stronger working relationships.

Rather than relying on traditional classroom learning, the sessions replaced static PowerPoint presentations with immersive coaching, interactive exercises and hands-on roleplaying designed to reflect real-world situations. This practical approach allowed participants to explore delegation challenges in a safe environment while immediately applying new techniques.

During the programme, area managers learned how to:

• Make smarter delegation decisions
• Deliver feedback effectively
• Communicate expectations clearly
• Build trust and confidence within their teams
• Empower others to take ownership
• Strengthen team relationships

“It was about applying theory to practice. There wasn't a time where you were bored or overwhelmed — you were able to engage with the actors and trainers to really bring the learning to life.”

“The teams absolutely loved it. It wasn’t just theory, it was practical, hands-on, and directly relevant to their day-to-day roles. Since our field teams are always on their feet rather than sitting at a desk, the programme mirrored their real-world experiences, making it easy to apply.” - Joel Noel, Commercial Learning and Development Lead

The Results

Following the Purposeful Delegation programme, area managers left with a new approach to leadership, one that empowers their teams while strengthening communication, trust and accountability.

Participants reported greater confidence when managing their teams and handling difficult conversations, alongside a clearer understanding of how to delegate in ways that help others succeed.

“It’s given me a totally different approach to difficult conversations…” -  PMI attendee

• 4.7/5 average feedback score
• 100% agreed they learned new ways of thinking about communication

The Verdict

“DoThinkDo were able to see my vision and bring it to life. That’s where the collaboration worked so seamlessly.
They are specialists who can interpret what you want and turn it into something of real quality.” - Joel Noel, Commercial Learning and Development Lead