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!
ROLE POSITIONING AND OBJECTIVES
This role is the key lead for Offline Consumer Experience in Switzerland, accountable for shaping and delivering the full offline activation agenda across categories and touchpoints, coordinating the execution of strategic and tactical plans for multicategory campaign planning to achieve sales, profit and share goals.
As a central orchestrator between category, digital, trade and external partners, the role ensures seamless translation of cluster strategies into impactful Swiss market activations, while building and developing the Swiss Offline Consumer Experience team.
WHAT YOU WILL BE ACCOUNTABLE FOR
Strategy & Planning
- Shape the Swiss Offline Activation strategy in line with cluster priorities and market needs.
- Translate strategic objectives into actionable deployment plans, cycle priorities and target setting.
- Define KPI framework and annual performance targets for Swiss offline Consumer Experience team, ensuring alignment with cluster scorecards.
- Monitor the competitive environment and identify opportunities, risks and emerging trends.
Consumer Experience Activation & Deployment
- Lead 360° activation planning from big idea to execution across all platforms and touchpoints, ensuring consistency in creative execution, messaging hierarchy and cycle priorities.
- Manage agencies and external partners to localize and deploy assets and ensure full integration of media planning in close collaboration with Insights & Foresights and Digital teams.
- Oversee production and implementation of in-store activities and consumer-facing materials, maintaining excellence in brand experience and execution quality.
- Monitor consumer KPIs, campaign effectiveness and activity performance at fiscal and per-activation level; identify insights and propose improvements to creative execution and activations.
- Lead post-campaign evaluations and Ex-Retail activity reviews, consolidating results into FY reports and translating learnings into future planning.
- Drive continuous improvement in consumer experience quality, efficiency and impact, ensuring all activations strengthen brand equity and market performance.
Ex-Retail
- Own strategy, negotiation and execution for Ex-Retail (Festivals, HoReCa, Promotions) in Switzerland, ensuring integration with the wider activation plan.
- Assess landscape and partnership opportunities, lead negotiations and define executional roadmaps.
- Oversee deployment of all HoReCa and event activations, ensuring brand visibility and consumer impact.
Team management
- Lead, coach and develop the Swiss Consumer Experience team (10 pax) with full people management accountability.
- Build a high-performing, motivated and resilient team culture with strong collaboration across functions.
- Act as a role model for leadership, decision-making and problem solving, setting clear objectives aligned to BAT strategy and ensuring delivery excellence.
ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE
- Minimum 5 years’ experience in marketing or commercial roles, including at least 3 years of proven leadership of a sizeable team
- Proven ability to shape campaign plans, lead deployment and manage full execution cycles.
- Strong analytical skills, business acumen and deep understanding of brands, consumers and market dynamics.
- Knowledge of Swiss trade environment and key customers.
- Background in experiential marketing, i.e. festivals, events and brand partnerships
- Full proficiency in English and either French or German (both an advantage).
Interpersonal skills:
- Strong leadership and people management capabilities.
- Ability to structure, simplify and drive clarity in complex environments.
- Resilience, hands-on mindset and problem-solving attitude.
- Excellent communication skills across senior, peer and team levels in a matrix environment.
- Capacity to influence and federate cross-functional teams without direct reporting lines.
- Fast learner with positive energy, curiosity and drive.
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.
