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Online D2C Senior Manager

Tokyo, Japan

Contract Type Permanent
Career Level Experienced Professional
Function Marketing
Salary Range Competitive salary
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Why Marketing? Overview

Why Marketing?

We are impactful storytellers who push boundaries and find innovative ways to connect and interact with our customers. We sell our brands in more than 150 markets worldwide, many of which are strictly regulated. At the same time, the rise of Smokeless Products means we're operating in a rapidly shifting landscape and its these factors that present the type of challenges we thrive on. We use emerging technologies and complex data to drive innovation. From brand and strategy through e-commerce to trade marketing.

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Why BAT?

At BAT, we’re committed to more than just jobs, we’re dedicated to purposeful careers - It's one of the many reasons we have been named as a Global Top Employer for the eighth consecutive year.

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Join us at BAT, where purpose meets possibility, and your career story unfolds.

A Better Tomorrow

Building a Smokeless World is no small feat—it’s fueled by the collective efforts of talented individuals, each bringing their unique perspective. This is the most innovative chapter in BAT’s history, and you can help shape it.

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Online D2C Senior Manager

BAT Japan

BAT is evolving at pace - truly like no other organisation.
To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our new values every day.
Come and Join us!

JOB TITLE   :   Head of D2C 

REPORTS TO   :   Head of Channel Marketing 

FUNCTION   :   Japan Commercial

SUB-FUNCTION   :   Channel Marketing

LOCATION   : Tokyo, Japan 

ROLE SUMMARY

The Head of D2C role will be in charge of D2C platforms and NMP strategy and capability development, marketing activity planning and implementation, and commercial delivery. 

Product scope will include full BAT Japan nicotine product category and brands, mainly combustible cigarettes such as Kent, Lucky Strike, and New Categories such as THP (Tobacco heating product, glo), Vaping (Vuse), and Modern Oral (Velo), with potential in future to explore non-nicotine product as well. 

D2C (direct to consumer) platform will mainly refer to 3rd party database with potential for smoker targeting marketing activities. For example, loyalty card platforms (T-point/ Ponta), retailer Apps (SEJ pay, Famipay, Lawson pay), and other database (Dpoint, Rakuten, AU…).

NMP (new market place) refer to online retailers such as Amazon, Rakuten, Yahoo. 

As part of extended JP commercial leadership team, this role will support head of channel marketing to deliver commercial result as the assigned business scope play important contribution to the business. The candidate will need to have high level understanding of overall commercial requirement, category marketing plan and channel plan in order to shape robust D2C/ NMP business proposal. Head of D2C also expected to use strong digital and data management expertise to drive business transformation agenda from traditional retail trade marketing-based business model to targeting and data-driven model with digital as enabler. Finally this role  will need to possess strong leadership and management skill in order to drive business delivery in an international matrix organization environment. 

KEY ACCOUNTABILITIES:

  • Development of overall D2C and NMP strategy in Japan. With clear 3-5 years strategic roadmap for D2C/ NMP within overall BATJ channel landscape. To define each D2C platform and NMP channel with clear business role, identify strategic growth enablers to support strategy, translate to clear marketing and commercial plan, and ensure commercial delivery 
  • Continuously identify cross industry tobacco/ non-tobacco category practice, gain shopper and market insight, to develop innovative marketing capability and solution while embed proper consumer experience
  • Work seamless with internal key collaborator including commercial (Offline D2C, Key account, Trade insight), marketing (category team, consumer experience, marketing deployment), and marketing finance to shape the plan and delivery
  • Handle external vendor and agency for platform and channel management, better solution and capability building, and ensure the execution for on-time - in full delivery of outputs at defined quality standard 

SKILLS & EXPERIENCE

  • Degree or equivalent experience in Marketing, Business Administration, Digital, Ecommerce or related field.
  • At least 8+ years prior experience within a similar role 
  • Experienced in D2C platform management as a must and ideally with NMP experience. FMCG business management experience a plus
  • Strong commercial sense, customer management experience, and analytic skills. With proven track record of business delivery
  •  Be able to work independently with ability to learn, adapt, innovate in agile and resilient manner due to nature of fast evolving new category business nature. 
  • Experience to lead manager level is a must
  • Solid storytelling skills with the ability to pitch business proposal in a simple and compelling manner
  • Proficiency in English & Japanese, and Microsoft Office Skills (PowerPoint / Excel).
  • FMCG marketing experience with convenience (CVS) account is a plus

WE ARE BAT
BAT is committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.

  • Global Top Employer with 53,000 BAT people across more than 180 markets
  • Brands sold in over 200 markets, made in 44 factories in 42 countries
  • Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
  • Diversity leader in the Financial Times and International Women’s Day Best Practice winner

BAT is an equal opportunity employer and follows all applicable equal employment opportunity legislation in each jurisdiction in which it operates.

BAT Japan

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Our Values

At BAT, our values show us the way to bring our purpose to life. Serving as our compass, they navigate every aspect of our path towards A Better Tomorrow™ defining how we innovate, grow, and achieve success while setting high standards for individual achievement and collective progress. Rooted in integrity and collaboration, they empower us as pioneers of change in a world that never stands still ensuring we shape BAT's legacy with confidence and purpose.

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  • Truly inclusive
  • Do the right thing
  • Love for our consumer
  • Passion to win
  • Empowered through trust
  • Stronger together
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Take Control of Your Future with BAT

At BAT, we’re committed to more than just jobs, we’re dedicated to purposeful careers.

We believe that everyone has a place in our organisation. Whether you are seeking mentorship, diversifying your experience through international assignments or embracing innovative work methods, we’re here to propel your career aspirations and unleash your full potential.

We believe in you.
Join us at BAT, where purpose meets possibility, and your career story unfolds.

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Social Wellbeing

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Financial Wellbeing

Peace of mind is priceless, but it shouldn’t cost the earth. Benefits and initiatives designed to assist you in achieving financial stability and security, empowering you to make well informed financial decisions, alleviate financial stress, and enhance your short and long-term prospects.

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