Area IDT Marketing Manager

BAT is evolving at pace into a global multi-category business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World.

To achieve our ambition, we are looking for colleagues who are ready to join us on this journey! Tomorrow can’t wait, let’s shape it together!

Your key responsibilities will include:

• Lead Consumer Technology and MarTech strategy across APMEA Central, partnering with Consumer, Marketing, Commercial, Digital and Data teams to translate business priorities into technology capabilities, products and experiences that drive consumer growth, engagement, retention and loyalty.
• Act as the primary technology partner and trusted advisor to Consumer and Marketing stakeholders, influencing priorities, investment decisions, demand management and technology roadmaps.
• Own the end-to-end Consumer Technology ecosystem, including CRM, Loyalty, Consumer Data Platforms (CDP), Customer Engagement, Marketing Automation, Campaign Management, Journey Orchestration, Personalisation, Voice of Consumer (VoC), Shopify/Digital Commerce, Mobile Applications, Consumer Portals, Content Management Systems (CMS) and Digital Asset Management (DAM), driving integration, simplification and platform effectiveness.
• Govern Consumer data, Consumer 360, first-party data strategy, identity, consent and preference management capabilities, whilst defining architecture and integration standards across APIs, webhooks, middleware and connected technology platforms.
• Drive adoption of AI, automation and emerging technologies, including AI-Powered Marketing (AIPM), AI-driven Content Management, Generative AI, predictive analytics, intelligent segmentation, recommendation engines, next-best-action and personalisation capabilities, converting innovation into measurable business outcomes.
• Define and govern KPIs, reporting frameworks and optimisation practices across Consumer Technology and MarTech capabilities, leveraging data, analytics and consumer insights to improve engagement, conversion, retention, campaign effectiveness, platform adoption and technology ROI.
• Own the Consumer Technology portfolio and roadmap, including demand management, product strategy, business cases, investment planning, prioritisation, release management and change governance, ensuring alignment with business objectives, regulatory requirements and long-term capability priorities.
• Lead cross-functional teams, Global Product teams and strategic partners to deliver and operate Consumer Technology capabilities, maintaining accountability for delivery, budgets, platform stability, service performance, vendor governance, SLA compliance and benefits realisation.
• Ensure compliance with cybersecurity, privacy, consumer consent, AI governance and regulatory requirements, whilst leading and developing a high-performing Consumer Technology team and continuously evolving MarTech, Commerce, Data and AI capabilities to meet changing business needs.

What are we looking for?

• 8-10+ years of experience in Consumer Technology, MarTech, Digital, Product Management, Technology Consulting or related business-facing technology roles, with a proven track record of delivering measurable business outcomes.
• Proven experience defining and delivering Consumer Technology and MarTech strategies, translating business ambitions into scalable technology capabilities, digital products and consumer experiences.
• Strong understanding of Consumer and MarTech ecosystems, including CRM, Loyalty, CDP, Customer Engagement, Marketing Automation, Personalisation, VoC, Digital Commerce, Mobile Applications, CMS, DAM and Consumer Analytics.
• Strong knowledge of Consumer Data, Consumer 360, Identity Resolution and Consent Management, including first-party data, data governance, architecture, integrations, APIs, webhooks and data activation.
• Strong understanding of AI, Automation and Emerging Technologies, including Generative AI, AI-Powered Marketing, AI-driven Content Management, predictive analytics, recommendation engines and personalisation capabilities.
• Proven experience managing technology portfolios, product roadmaps, demand management, business cases, investment planning, prioritisation and change governance, supported by strong commercial and financial acumen.
• Strong analytical and problem-solving capability, with the ability to translate business requirements into scalable solutions, manage ambiguity and drive data-driven decision-making.
• Excellent stakeholder management, communication and influencing skills, with experience partnering with senior business leaders and aligning business, technology, data and external partner teams across multiple markets.
• Proven experience leading cross-functional teams, strategic technology vendors and implementation partners, with accountability for delivery, service performance, quality, cost and value realisation.
• Proven experience leading large-scale Consumer Technology, MarTech transformation or Consumer Data initiatives across multiple markets and stakeholders.
• Strong people leadership and capability-building experience, including coaching, talent development and building high-performing teams within matrix organisations.
• Experience in FMCG, Consumer Goods, Digital Commerce, Consumer Engagement, Marketing Technology or Digital Transformation environments would be advantageous.
• Bachelor's degree in Information Technology, Computer Science, Engineering, Business or a related discipline. Agile, Product Management, Project Management, Cloud, Data or AI certifications are desirable.

What we offer you?

• We offer a market leading annual performance bonus (subject to eligibility)
• Our range of benefits varies by country and includes diverse health plans, initiatives for work-life balance, transportation support, and a flexible holiday plan with additional incentives
• Your journey with us isn't limited by boundaries; it's propelled by your aspirations. Join us at BAT and become a part of an environment that thrives on internal advancement, where your career progression isn't just a statement – it's a reality we're eager to build together. Seize the opportunity and own your development; your next chapter starts here.
• You'll have access to online learning platforms and personalized growth programs to nurture your leadership skills
• We prioritise continuous improvement within a transformative environment, preparing for ongoing changes
• Benefits:
  • Meal Voucher/ Canteen as per location
  • Private Pension
  • Life & Health Insurance
  • Yearly bonus based on the ABS
  • Family support policy
  • Office perks
  • Flexible policy as per agreed Second Level agreement.

WHY JOIN BAT? 

We’re one of the few companies named as a Global Top Employer by the Top Employers Institute – certified in offering excellent employee conditions. 

Collaboration, inclusion and partnership underpin everything we do here at BAT. We are looking forward to enabling every individual to thrive, regardless of gender, sexual orientation, marital or civil partnership status, gender reassignment, race, religion or belief, colour, nationality, ethnic or national origin, disability, age, skills, experience, education, socio-economic and professional background, veteran status, perspectives and thinking styles. We know that embracing talent from all backgrounds is what makes us stronger and best prepared to meet our business goals. 

We see the career breaks as opportunities not obstacles. Through The Global Returners program, we support professionals looking to restart their careers after an extended absence from the workforce (e.g. time out caring for family, parental leave, national service, sabbatical and/or starting an own venture). 

Come bring your difference and see what is possible for you at BAT. Learn more about our culture and our award winning employee experience here. 

If you require any reasonable adjustments or accommodations to help you perform at your best during the recruitment process, you are encouraged to notify us. We are fully committed to support you by making appropriate arrangements for you to demonstrate your full potential.