Senior Manager Consumer Analytics

BAT is evolving at pace into a global multi-category business. 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!

The Senior Manager Loyalty Analytics is responsible for providing the company with continuous, objective, relevant information, analysis, and advice that allows the company to build an in-depth consumer understanding, enabling the development of brand and marketing strategies with a focus on consumer behavior related to data analysis & analytics, aim to digital, loyalty rewards programs and B2B pipeline projects.

The role is accountable for analyzing purchase information tied to consumers signed up for retailer’s loyalty programs in order to supervise individual or aggregated purchase behavior over time. This includes crafting effective strategies to collect data, analyze information, supervise key behavior metrics, and implement analytics solutions for the products or services.

While developing a team of highly engaged analysts, the Senior Manager Loyalty  Analytics is responsible for generating insights and building a cohesive narrative and storytelling to guide business decision making. This includes measuring engagement metrics, driving personalized promotions, supervising critical metrics regarding loyalty programs and initiatives, and implementing analytics solutions for products and services to craft a compelling CRM strategy.

Your key responsibilities will include:

•  Provide leadership on the consolidation and analysis of  data to provide solutions, insights & recommendations for: Loyalty ID data from Retail Scan Databases and B2B and D2C data related to consumer behavior, engagement, and personalized promotions.
• Develop analytical approaches to answer business questions and lead end user reports with quality information and caveats, including actionable information and collaborate with cross-functional teams to understand business objectives and translate them into data analysis requirements.
• Extract, clean, and process data from various sources, including digital platforms and Loyalty IDs using SQL, data manipulation tools, and scripting languages to build insightful analyses of consumer behavior.
• Develop and implement queries to segment and categorize consumers based on various criteria to perform in-depth analyses of consumer interactions with digital platforms.
• Mine and analyze data from existing or new consumer databases to drive optimization and improvement of D2C campaigns, marketing techniques and business strategies, uncovering trends, changes, patterns, and anomalies in voluminous data sets.
• Analyze and track important metrics to monitor consumer buying patterns, such as: Business sources for product or category shifts; Rate of new product impact on existing products; Influence of price changes; Changes in industry, BAT, and competitor product offerings; Consumer behavior changes: acquisition, retention, attrition, and re-engagement; Volume sources: new products and market influencers; Consumer buying behavior: product and category transitions.
• Build and maintain reports, dashboards, and visualizations to effectively communicate findings to partners.
• Find opportunities for improving customer loyalty, and retention through data-driven insights.

What are we looking for?

• 5+ years of work experience in Analytics/Digital with senior partner management and project management background in a large scale organization and shown experience as a Data Analyst Manager or similar role, with a focus on Consumer behavior analysis, Digital Analytics and Digital Marketing.
• The jobholder should be; a strong communicator; able to adapt communication style to different audiences, from technical authorities to non-technical collaborators, including senior management; able to translate sophisticated data, projects and topics into an easy-to-understand format; able to handle, transform & connect various data sources and extract powerful insights; able to prioritise multiple projects simultaneously; able to be agile when dealing with ambiguity and feel comfortable with change; able to build partnerships with partners in order to facilitate knowledge sharing; having credibility with data & digital analytics tools.
• Familiarity with statistical analysis, A-B testing and good commercial awareness and strong understanding of consumer behavior.
• Ability to learn quickly and thrive in a bold environment (curious self-starter and flexible problem solver) and excellent English written, oral and presentation/communication skills is a must.
• Effective relationship management and cross functional collaboration with relevant experience in an international, English-speaking work environment
• Ability to understand brands’ business objectives and design recommendations that support business goals
• SQL language proficiency is a must and dashboarding knowledge: building, configurating & customizing for democratization of data to enable easy use and reading data (e.g. Power Bi, Tableau, etc.)
• Consistent record managing, developing, mentoring, training, coaching and motivating team members.

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.