For Jason Jhuti, retail was never just a job, it was part of everyday life. Growing up in a family-run convenience store, he learned the realities of independent retail from an early age. Over time, he and his brother began introducing new ideas to keep pace with a fast-changing landscape, understanding early on that agility, commercial awareness and strong relationships are essential to success. That grounding in independent retail would later prove invaluable.
From store owner to trusted advisor
Jason joined JTI in March 2023 as a Business Advisor, making what he describes as the move “from one side of the counter to the other”. The transition gave him a rare dual perspective. When retailers challenged him, he understood exactly where they were coming from.
“There’s always that line – ‘you don’t know what it’s like.’ Well, actually I do.”
That credibility allowed him to build relationships grounded in commercial reality – margin pressure, space constraints, footfall, compliance and the everyday demands of running a store. Rather than simply promoting products, he could sense-check solutions from a retailer’s viewpoint, making conversations more practical and more productive.
His impact in the field was quickly recognised. After establishing himself as a Business Advisor, Jason became a Sales Trainer, supporting new starters as they stepped into customer-facing roles. Drawing on real-life retail scenarios, he helped colleagues prepare for the conversations they would face in store, reinforcing JTI’s focus on equipping its teams with practical, real-world understanding.
From field execution to the ‘lighthouse’
In September 2025, Jason took on a new challenge, a 12-month secondment as a Commercial Planning Executive. Within JTI, the Commercial Planning team is sometimes referred to as “the lighthouse” – the point where brand, marketing and visibility strategies are refined into clear, actionable plans for the field force. It is where strategic intent meets practical execution.
For Jason, the move was deliberate. Coming from retail and then field sales, he wanted to deepen his commercial acumen and better understand the “why” behind strategic decisions. Six months in, he describes a tangible shift in his thinking. “Before, it might have been ‘this won’t work’. Now it’s ‘this won’t work because of X, Y and Z but here’s how we can adapt it’.”
His background allows him to connect the dots. He can assess initiatives not only through a strategic lens, but also through the eyes of a retailer and a field advisor. That dual insight helps ensure plans are ambitious, grounded, and practical for those delivering them whilst meaningful for retailers receiving them.
A culture that builds careers
Underpinning each step has been JTI’s culture. Jason speaks openly about the sense of belonging and empowerment he has experienced since joining.
Training, secondments and cross-team projects are promoted throughout the year, not left for employees to discover alone. Importantly, JTI prioritises internal progression where possible, giving people confidence that development pathways are genuine and achievable. That environment has shaped how Jason views his future. What began as a field-based role has evolved into a broader commercial career trajectory. “From joining the company and not being sure whether it was a job or a career, I can 100% say this is a career.”
For those considering applying – particularly candidates with retail experience – Jason’s journey demonstrates the value of transferable skills: commercial instinct, resilience, adaptability the ability to build trust. At JTI, he has found a business where those qualities are recognised, developed and given room to grow.