Category Lead Marketing Research

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!

JOB TITLE: GLOBAL CATEGORY LEAD – Marketing – Marketing Research

EXTERNAL JOB TITLE: GLOBAL CATEGORY LEAD – Marketing – Marketing Research

FUNCTION: OPERATIONS

SUB FUNCTION: PROCUREMENT

CITY & COUNTRY: LONDON, UK 

What are the key objectives and expectations from this role?  

The Global Category Lead is responsible for the deployment of the global category strategy in line with the category/categories in scope of the role, specifically:

• Category strategy development, refinement and refresh
• Buying channel spend and compliance reporting (incl. commercial risk management and contract pipeline)
• Strong collaboration with wider BAT Procurement (incl. GBS) to delivery buying channel/sourcing objectives
• Key partner supplier relationship management
• Peer group and external market network build

• Define Global Strategies for the category to achieve the business objectives for the next 1 – 3 yrs
• Complete Buying channel plans in line with global definition and policies
• Lead global and geographic contract negotiations, where appropriate, effectively to deliver robust terms and conditions that manages BAT’s service delivery and commercial risk that represent value for money
• Build strong supplier base relationships and manage negotiation and supplier selection within the framework of the category strategies and sourcing strategies
• Lead global and geographic supplier management and drive geographic continuous improvement initiatives with suppliers in coordination with business functions
• Ability to understand and communicate individual category strategy to internal collaborators
• Business Continuity plan execution and pro-active risk management

ESSENTIAL

Experience Required

• Procurement professional with 5+ years’ experience sourcing Marketing Research/Insights services across quantitative, qualitative and mixed‑methods, covering brand tracking, segmentation, concept & copy testing, Usage & Attitudes/Awareness, Attitudes & Usage, pricing, customer experience and ad effectiveness.

• Detailed knowledge of the global research supply market: network agencies and boutiques, online panel providers and sample marketplaces, fieldwork partners, research technology platforms (survey/communities), and data‑processing/analytics providers, including market trends (AI, passive measurement, identifiers and privacy).

• Proven track record leading multi‑country pitches/RFPs, panel consolidations, rate‑card and level‑of‑effort benchmarking, and methodology optimisation—applying disciplined cost estimation across scoping, fieldwork and deliverables.

• Strong command of contracting for research: MSA/SOW/SLA, data‑privacy and protection (GDPR/PII), Data Processing Agreements (DPAs), consent management, data retention & localisation, respondent incentive policies and ethical research requirements; IP ownership/usage rights for instruments, data and deliverables.

• Experience deploying buying channels and contract pipelines, ensuring compliance, onboarding vendors and delivering savings/value and speed‑to‑insight in line with category strategy.

• Category expertise in Marketing Research: brief‑to‑protocol design, sampling frameworks, quota plans, level‑of‑effort/rate‑card structures and quality frameworks

• Advanced sourcing & negotiation: RFP orchestration, sample rate/CPI negotiation, methodology, multi‑country scheduling and change‑order control.

• Contracting literacy: DPAs and data‑processing terms, PII handling and consent language, data localisation, IP ownership for questionnaires and datasets, usage rights for deliverables, respondent incentive policies and ethical research clauses.

• Data quality & fraud controls: deduplication, device fingerprinting, bot detection, speeders/straight‑liners, geofencing and identity verification; governance for recontact and longitudinal trackers.

• Analytics literacy: driver analysis, segmentation techniques, weighting and significance testing; dashboarding/reporting workflows and deliverable standards.

• SRM & performance governance: scorecards, critical metrics (data quality, feasibility, speed‑to‑insight, cost, compliance), audit rights and corrective‑action planning; panel health monitoring.

• Partner management & change leadership with Marketing, Insights, Legal, Finance and GBS Procurement; harmonising trackers, standardisation and category playbooks across markets.

• Risk & continuity management: privacy breach prevention/response, quota failure contingencies, sensitive‑population controls, and blocking issue paths to protect continuity and compliance.

Technical / Functional / Leadership Skills Required

• Expertise in negotiation skills and influencing skills: able to influence business partners and suppliers as well as the ability to be assertive if required to ensure compliance to contract 
• Strong interpersonal and communication skills
• Strong digital analytical and numerical ability
• Ability to develop and maintain effective partnerships working across geographic boundaries and functions
• A focus on service delivery and savings
• High capability engaging the senior leadership, adept at shaping decisions through concise, insight‑led narratives and collaborator alignment.
• Capable presentation skills—able to distil complex sourcing topics into compelling executive storylines with clear options, recommendations, risks and value drivers.
• Advanced analytical capability—structured problem‑solving, hypothesis‑driven analysis, scenario modelling and benefits tracking that connects procurement outcomes to long‑term business strategy.
• Critical thinking and planning—translates enterprise priorities into sourcing roadmaps, balances short‑term delivery with long‑term value creation and risk mitigation.
• Programme leadership—orchestrates complex, HQ‑led or global initiatives with structured PMO cadence, issue/risk management and change adoption across markets.
• Excellent written and verbal communication—exec‑ready papers, gate decks and briefings; adapts style to audience and culture.

Education / Qualifications / Certifications Required

• Educated to degree level or equivalent in a relevant area
• CIPS Corporate Diploma in Purchasing and/or membership of The Chartered Institute for Purchasing and Supply or equivalent country qualification or membership would be an advantage

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.

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.

At BAT, we champion collaboration, inclusion, and partnership as the bedrock of our values. We wish to foster an environment where every individual can thrive, irrespective of factors such as 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, as well as diverse perspectives and thinking styles. We recognise that our strength lies in embracing talent from all walks of life, empowering us to develop our culture of inclusivity and better achieve our business objectives.

We view career breaks not as obstacles but as opportunities and encourage everyone, without hesitation, to apply. Through our Global Returners program, we provide support to professionals seeking to re-enter the workforce after an extended absence, be it for family care, parental leave, national service, sabbatical, or starting their 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.

We take pride in being a Disability Confident Employer. If you need any reasonable adjustments or accommodations to be made during the recruitment process to support you performing at your best, please inform the recruitment partner who will be in touch should your profile be selected for the role you applied for. We are wholeheartedly committed to optimising your prospects of success by making suitable arrangements so that you may showcase your full potential.