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!
British American Tobacco Greece has an exciting opportunity for a Digital Activation Manager in Athens
As the Digital Activation Manager for the cluster of Greece, Malta, Cyprus and Israel (GMCI) in British American Tobacco, you will be responsible for the digitals operations and consumer activation online strategy primarily across all New Categories for our cluster, with focus on Greece. Your purpose is to drive a team of digital professionals to deliver growth, innovation, and consumer centric activation. The role reports to the Head of Consumer Experience GMCI cluster and has a team of three direct reports.
Your key responsibilities will include:
STAYING AHEAD OF TRENDS AND OPPORTUNITIES TO BUILD CAPABILITIES & DRIVE BUSINESS GROWTH
- Develop and maintain strong working knowledge of the Brands/ Categories and Business agenda and objectives.
- Support the Head of Consumer Experience GMCI Cluster in driving the business digital agenda, including consumer needs, competitive realities to identify emerging trends, unique market opportunities, and internal capabilities that will elevate the brands’ business in the Omnichannel Digital Business environment.
- Be the ultimate digital accelerator and drive the GMCI business forward tapping into all digital handlers. Lead the change in enhancing the digitalization of our business.
- Stay abreast of and evaluate industry trends, best practices, and emerging technologies in eCom, CRM and Loyalty that can benefit BAT GMCI business. Recommend explorations relevantly.
- Provide best practice and learnings on Digital topics; lead the knowledge sharing/ building in GMCI Commercial teams teams.
MANAGING DIGITAL OMNICHANNEL DEPLOYMENT & OPERATIONS ACROSS GMCI
- Manage all digital platforms & operations of the GMCI Cluster, i.e. e-commerce/ websites, 3rd party eRetailers, CRM, Loyalty program, consumer related apps, etc. Responsible for the development, operationalization and optimization of the digital platforms across our omnichannel ecosystem to uplift brand presence, build equity, drive conversion & business sales revenue, enhance consumer satisfaction and retention and grow contactable consumer base.
- Take accountability for the daily activation and operations of e-commerce, CRM & Loyalty BAU across GMCI by ensuring smooth and timely deployment, within budget, based on Digital Strategic Priorities defined and further contribute to their amelioration.
- Build solid commercial digital plans, owning end to end the digital activation deployment, for existing products and new launches across nicotine categories. Orchestrate promotional calendar for e-commerce relevant to business and local market opportunities, design CRM calendar tailored to respective consumer segmentation and build Loyalty initiatives that will achieve greater consumer retention.
- Think commercially, monitoring always-on performance results of strategic & tactical activations and adapt plans aiming to achieve greater business performance. Develop and propose commercial activities that aim to accelerate the business, always ensuring compliance with responsible marketing frameworks and country legislation, promoting our nicotine brands & products responsibly to adult consumers.
- Be “consumer obsessed”! Utilize best practices and data-driven insights to foster a culture of innovation, continuous improvement, and consumer-centric thinking within the team to enhance digital platforms effectiveness and efficiency. Continuously improve the consumer user experience, driving increased user engagement and satisfaction. Use key goals to drive growth in contactable consumer bases.
- Lead the drive of the development and implementation of new features and functionalities based on performance insights, user feedback, and business needs in all consumer acquisition, conversion and retention digital enablers.
MANAGING EFFECTIVE RELATIONSHIPS & COLLABORATIONS TO DELIVER STRATEGIC INITIATIVES
- Collaborate closely with GMCI Cluster & Western Europe (WE) teams:
- Functional Consumer Experience Retail stream & Events/Entertainments & Cross Media Stream, to ensure consistency across Online & Offline worlds.
- Cross-functionally with WE Area Consumer Experience Brand Comms teams for compliance on brand guidelines, always achieving local relevance
- GMCI Cluster IDT & WE Area Consumer Technology functions for all digital technical operations and deployment
- GMCI Cluster Business Development & Trade/Sales teams for eCom & CRM related dependencies
- GMCI Cluster Supply Chain functions primarily for effective eCom stock management
- GMCI Cluster Legal to grant necessary approvals and compliance with legal frameworks and Corporate & Regulatory Affairs for proper alignment.
- Proactively connect, engage and foster relationships with Western Europe Area Digital Consumer Experience teams to support the deployment of the defined initiatives, ensuring area guidelines and principles are performed and localized in a manner that would ensure full compliance with group standards and would be fit for purpose for local consumer needs
- Manage & oversee digital & relevant to digital operations agency partners, based in different counties of the Western Europe Area.
- Actively engage with other Areas relevant functions to gain understanding and evaluate application of best practices in brand management to optimize efficiency and effectiveness.
- Influence and support initiative owners to identify opportunities, dependencies and key enablers; as well as, identifying risks and mitigation approaches to remove speed bumps. Always, backed by data points and insights.
- Manage a team of three individuals and be able to aspire them to succeed. Promote their development and support the team to build leadership capabilities.
What are we looking for?
- University degree in Business, Marketing, or similar. Preferably, major/ Master in Digital Marketing, eCommerce degree.
- A minimum of 7 years’ experience in Digital Marketing (Acquisition, Conversion, Retention) and Consumer Activation
- Strong influencing, leadership and interpersonal skills. Proven Line Manager experience is a must, leading teams with success.
- Comfort in dealing with complex matrix structures, as well as with external stakeholders
- Creative thinking & Strong analytical skills
- Thorough understanding and knowledge of MS Office
- Able to connect offline with online and work in an omnichannel marketing model
- Story-Telling: Ability to simplify complex situations and synthesize, communicate, and present information to different audiences
- Commercial approach to all activities
- Greek and English language fluency is a must
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.
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.
