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: Category Insights Manager (G35)
REPORTS TO: Category Insights Group Manager – MO/Vapour/FMC (G36)
FUNCTION: Marketing
SUB-FUNCTION: Consumer Insights & Foresights
LOCATION: Tokyo, Japan
The Category Insights Manager will take on the lead in uncovering Insights & Foresights for consumer, customer and competitor within the appointed categories (Modern Oral, Vapour or Combustibles) across APMEAN Markets (Japan, Korea, and Taiwan) as we venture into a multi-categories landscape. The role will effectively be key in the determination of key business questions and utilize research & data to produce agile, high value actionable insights.
The Category Insights Manager will furthermore provide critical support in delivering rapid & impactful insights mining & analysis utilising innovative approaches to aid business decision making to drive scale in our brands and protect the heartland base of our portfolio. With a strong focus on understanding the consumers, this role will drive insights into action through on-going analysis across various data sets to augment and expand understanding of key adult nicotine user groups.
About This Role
Working closely with internal stakeholders to keep abreast of core business priorities & questions. Translate business needs into sharp research brief with clear objectives & meaningful research action standards.
Bring the consumer perspective to marketing decision making by executing analysis and research activities (qualitative & quantitative mainly, offtake and switching data as well) to provide insights and recommendations.
dentify ideal methodology and provide oversight on the data collection process, analytic work plan and narrative framework to ensure actionable insights are generated to support business needs.
Manage external agencies for the execution of consumer research projects and syndicated studies ensuring on-time - in full delivery of outputs at defined quality standard that deliver to initial scope and business objectives.
Analyse & integrate data from consumer, sales & digital sources (e.g., website, social media, survey) to provide understanding of evolving consumer behaviour and shape strategic business decisions.
Effectively manage stringent project timelines & budgets for a fast paced business environment.
Overlay data & information onto business questions to generate impactful insights & foresights. Convey analysis and actionable recommendations via concise presentations and written reports to internal stakeholders.
Generate critical consumer insights via aggregation and synthesis of multiple studies and data sources conducted over a period of time. Advise & provide guidance on opportunities to visualise & dashboard recurrent tracking data.
Identify and propose improvement opportunities in current process to enhance the effectiveness of the generation of consumer, customer & competitor insights.
Continuously strive to improve current tools and methodologies to improve analysis of information.
Required Skills and Experiences
Degree in Marketing, Business Administration, Social Sciences, Analytics or related field.
At least 5 years prior experience within a similar role – business intelligence / market research / consumer insights.
Experienced in managing and executing a range of qualitative and quantitative research.
Advanced understanding of research methodologies and solid analytic skills including: ability to synthesize information, identify trends, reduce complexity and identify key opportunities.
Strong analytic skills & critical/creative thinking skills.
Advanced Microsoft Office Skills (PowerPoint / Excel).
Project management experience and strong capability of managing and prioritising a number of tasks for different stakeholders.
Proficiency in English & Japanese and/or Korean, possessing strong communication skills.
Exceptional storytelling skills with the ability to present information in a simple and compelling format that has practical application.
Desired Experiences
Experiences with marketing – brand / category management, communication / campaign planning, new product development and launch.
Experience in both research agency as well as client side.
Japanese and/or Korean language capability.
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.
