Brand Manager - Modern Oral

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BAT is evolving at pace into a global multi-category business. With products like VELO, VUSE and GLO we are on a mission to decrease the health impact of our industry

To achieve our ambition, we are looking for colleagues who are ready to Be The Change. Come, join us on this journey!

What are the key objectives and expectations from this role? 

As part of the dedicated global New Categories’ marketing team, you’ll be responsible for supporting the planning, developing, and implementing the strategy that drives category growth through our powerful global brands.

The role is instrumental in delivering brand manifestos & toolkits that cover everything in the marketing mix from product claims to packaging, pricing, and total communications, with activation guidelines. The role supports a variety of specific brand projects (such as environmental sustainability, brand launches, new product introduction campaigns, etc) ensuring the proposals generated are on brief, producing clear recommendations supported by insightful market analysis, and delivering comprehensive post implementation reviews. 

Your key responsibilities will include:

• Contribute to the development of the global brand strategy and expression to drive the achievement of corporate objectives, including brand vision, positioning, target audience and marketing mix (including focus on innovation pipeline) to improve long-term potential, passionate about 1 to 4 years horizon.
• Represent understanding of key market archetypes and stages of category development in development of the Global Brand strategy and expression and ensure the collaboration and agreement of the lead-markets.
• Develop and maintain a clear communication strategy by defining key consumer insights, competitive analysis, technology trends, business needs and market opportunities
• Lead external agencies (innovation, creative, media, design) to drive the marketing mix offer with effective packaging design and TTL communication, delivering against the brand objectives and commercial targets, ensuring the deployment of a globally consistent brand
• Ensure timely approval of all relevant trademarks, mix elements and product claims through LEX, R&D and SP&I
• Work together with Marketing Insights to gain fact-based, consumer-led evaluation of markets, brand mix, new ideas and programs, including test markets to prove theefficacy of the marketing mix.
• Supervise regional marketing mixes, execution of brand strategies, plans and standards to maintain the integrity of brand equity acting as required.
• Prepare and seek approval of annual brand plans supported by efficient spend budgets. Monitor activities and plans against budget, requesting additional funding as required.
• Develop effective working relationships with Regional Marketing Deployment Managers and Heads of Brands in End Markets to facilitate communications of brand/market information, share standard processes and promote support behind implementation of brand strategies.
• Develop effective working relationships with advertising agencies and other marketing suppliers to ensure that elite communication materials and creative ideas are available to support brand strategies. Contribute to agency evaluations and to fee negotiations.
• Develop a rich understanding of key markets, consumer wants, marketing segmentation and  driven activity (creative, product, pricing, packaging, programs) throughout the world to improve development of brand strategies, communications and line extension opportunities that will fully exploit brand potential.

What are we looking for?

ESSENTIAL

Experience Required

•Marketing professional with extensive and relevant experience (>~6 years) in all aspects of brand marketing and mix development gained within an international environment, international blue chip FMCG companies, and/or ambitious consumer-facing companies.

•Experience in communications, PR, and digital are key to this role

•Previous experiences in brands and CX roles is important

Marketing Capabilities Required (Compass)

•It is encouraged that the job holder will have acquired the following capabilities at some level throughout experience.

Foundations: Foresights, Brand, Commercial, Sustainability

Macros: Innovative Consumer & Business Intelligence, Evocative Brand Experiences, Profitable Growth Algorithm, Sustainable at the Core

Capabilities:

-Category Foresights & Macros trends – good to have

-Strategy & Objectives/important metrics – essential

-Brand positioning and ideal (DNA) - essential

-Persona & Consumer Journeys - essential

-Brand experience strategy - essential

-Marketing and campaign planning - essential

-Agency Management - essential

-Price Strategy & Setting – good to have

-P&L Analysis & Management – good to have

-Responsible Marketing - essential

-Delivering the Sustainability Agenda – good to have

Education / Qualifications / Certifications Required

•Graduate degree or equivalent experience

BENEFICIAL

•Ideally with brand building experience in innovative categories

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 cultivate 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, color, nationality, ethnic or national origin, disability, age, skills, experience, education, socio-economic and professional background, as well as diverse perspectives and thinking styles. We recognize 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 experiencehere.

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 optimizing your prospects of success by making suitable arrangements so that you may showcase your full potential.

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