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!
The Events and Brand Experience Manager plays a pivotal role in bringing our brand to life through immersive, consumer-centric experiences within our own retail spaces. This role is responsible for translating marketing campaigns into impactful physical activations that drive engagement, footfall, and brand affinity. Leading the planning and execution of a dynamic calendar of in-store events, the manager ensures each touchpoint is aligned with brand strategy and consumer expectations.
Collaboration is key—working cross-functionally with Campaign, Commercial, and Global teams, as well as managing external vendors and partners, including high-profile global partnerships. The role requires a balance of creative vision and operational excellence, combining storytelling with commercial acumen. From concept to post-event insights, the Events & Brand Experience Manager is accountable for delivering premium, differentiated brand experiences that strengthen our market presence and deepen customer connections.
ACCOUNTABILITIES
- Event and Program management: Lead the end-to-end planning, development and execution of own retail events, translating marketing campaigns into engaging, physical experiences that resonate with consumers.
- Calendar Ownership: managing a rolling calendar of in-store activities, ensuring consistency with campaign plans, product launches and brand storytelling moments throughout the year.
- Experience Design: develop consumer-centric, premium experiences that reflect brand values, drive engagement and create buzz both in-store and beyond.
- Brand Consistency: Ensure all events and partnerships comply with brand guidelines and legal requirements.
- Collaboration: Coordinate with internal teams and external vendors to ensure seamless execution of events, from concept development to post-event analysis
- Performance and Feedback Loop: track performance of events and activations against KPIs and gather consumer insights to inform future initiatives.
EXPERIENCE, SKILLS, KNOWLEDGE
Essential
- Minimum 5 years in event management, experiential marketing or brand activations, preferably in premium retail, consumer goods or lifestyle brands.
- Demonstrated experience in planning, executing and optimizing events – ideally within premium retail, hospitality or lifestyle brands
- Hands-on experience delivering activation in a physical retail environment, with an understanding of space flow, shopper behavior and store operations.
- Proven ability to translate marketing campaigns into physical experiences, aligning creative concepts with brand objectives and commercial goals.
- Experience working across multiple teams including brand, trade, operations and finance to deliver integrated consumer experiences
- Experience managing a rolling calendar of brand activations, with the ability to strategically plan, sequence and adapt based on business needs
- Strong project management skills with the ability to manage multiple stakeholders and timelines simultaneously
- Agile project management, comfortable working in fast-paced environment with shifting priorities, capable of pivoting and problem-solving quickly
- A passion for innovation, creativity and delivering best-in-class consumer experiences
- Experience in briefing and managing external agencies
Desirable
- Experience in consumer goods or regulated industries
- Experience in managing large-scale, high-profile events in diverse market
- Experience in flagship, retail environments
- Understanding of how consumers interact with physical spaces and how to design experiences that are seamless, engaging and on-brand
- Understanding of how to extend physical experiences into digital or social channels for broader engagement and amplification
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.
