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!
As an Activation Executive for Global Travel Retail (GTR) in AME, you’ll be at the forefront of transforming how consumers engage with our brands in high-energy, high-impact environments.
Based in London, this role offers a unique opportunity to shape impactful consumer experiences across airports, travel hubs, and retail environments. You will lead the execution of consumer activations and deliver innovative campaigns designed to drive awareness, engagement, trial, and long-term loyalty. Your work will bring in-store experiences to life, leaving a lasting impression on travelers from around the world.
This position goes beyond traditional marketing, it is a dynamic, global role within a fast-paced and constantly evolving channel. You will partner with cross-functional teams, collaborate with leading agencies, and engage with international stakeholders, all while supporting BAT’s mission to create “A Better Tomorrow.”
As an integral and highly operational role, success requires exceptional project management, operational excellence, and strong communication skills to drive effective collaboration across markets and functions.
Your key responsibilities will include:
- Lead in-field execution of 121, POSM, digital, and merchandising activities, ensuring OTIF delivery and premium execution standards.
- Coordinate production, delivery, and inventory management of permanent and tactical POSM across assigned geographies.
- Maintain optimal brand presence and in-store visibility through planogram compliance, material upkeep, and customer engagement.
- Serve as the primary point of contact for internal teams and external partners, providing performance updates and market insights.
- Drive 360° activation strategies by aligning GTR with Domestic Markets to deliver best-in-class consumer experiences.
- Foster effective stakeholder relationships with agencies, store managers, and cross-functional teams to optimize business results.
- Ensure adherence to GTR governance, policies, and reporting obligations while continuously monitoring market trends.
What are we looking for?
- Proven marketing experience in FMCG, with strong trade marketing, large-scale activation management, and end-to-end project management expertise.
- Solid understanding of the full marketing mix; formal marketing qualification preferred.
- Strong analytical, planning, negotiation, and communication skills with the ability to influence internal and external stakeholders.
- Experienced in cross-functional collaboration, including with 3rd party suppliers, Trade, Marketing, Finance, IT, and Customer Service teams.
- Demonstrated business and financial acumen with the ability to analyze issues and implement effective solutions.
- Highly results-driven, able to work independently, prioritize under pressure, and deliver against presence, share, and volume targets.
- Team-oriented, proactive, and adaptable to dynamic, fast-paced environments; fluent in English (additional languages a plus).
- Willingness to travel extensively (up to 60% annually).
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.
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, colour, nationality, ethnic or national origin, disability, age, skills, experience, education, socio-economic and professional background, as well as diverse perspectives and thinking styles. We recognise 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 experience here.
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 optimising your prospects of success by making suitable arrangements so that you may showcase your full potential.
