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 SUMMARY
What are the key objectives and expectations from this role?
As part of the dedicated New Categories’ marketing team, you’ll be responsible for supporting the planning, developing, and executing the strategy that drives category growth through our powerful global brands, across APMEA-N region or in a specific end market.
The role supports in delivering brand manifestos & toolkits that cover everything in the marketing mix from product claims to packaging, pricing, and total communications, with activation guidelines. The role supports a variety of specific brand projects (such as environmental sustainability, brand launches, new product introduction campaigns, etc) ensuring the proposals generated are on brief, producing clear recommendations supported by insightful market analysis, and delivering comprehensive post implementation reviews.
ACCOUNTABILITIES
- Contribute to the development of the global brand strategy and expression to drive the achievement of corporate objectives, including brand vision, positioning, target audience and marketing mix (including focus on innovation pipeline) to maximise long-term potential, focused on 1 to 4 years horizon
- Support the localisation of global brand strategies and guidelines to transfer to Consumer Experience and Deployment teams, for local market execution. Reflect end market consumer needs, market dynamics, brand strategic intents to stay true to global strategies while accommodating local needs and opportunities
- Contribute to and maintain a clear communication strategy by defining key consumer insights, competitive analysis, technology trends, business needs and market opportunities
- Lead external agencies (innovation, creative, media, design) to drive the marketing mix offer with effective packaging design and TTL communication, delivering against the brand objectives and commercial targets, ensuring the deployment of a globally consistent brand
- Ensure timely approval of all relevant trademarks, mix elements and product claims through LEX, R&D and SP&I
- Work together with Marketing Insights to gain fact-based, consumer-led evaluation of markets, brand mix, new ideas and programs, including test markets to prove the efficacy of the marketing mix.
- Support line manager to ensure full year deliverables within set budget. Monitor activities and plans against budget, proactively raising any changes to budgets outlook.
- Develop effective working relationships with AREA CX and Marketing Deployment Managers to facilitate communications of brand/market information, share best practices and promote commitment/support behind implementation of brand strategies.
- Develop effective working relationships with advertising agencies and other marketing suppliers to ensure that world class communication materials and creative ideas are available to support brand strategies. Contribute to agency evaluations.
- Develop a rich understanding of key markets, consumer wants, marketing segmentation and key competitive activity (creative, product, pricing, packaging, programs) throughout the world to enhance development of brand strategies, communications and line extension opportunities that will fully exploit brand potential.
EXPERIENCE, SKILLS, KNOWLEDGE
ESSENTIAL
Experience Required
- Marketing professional with extensive and relevant experience (3-5 years) in all aspects of brand marketing and mix development gained within an international environment, international blue chip FMCG companies, and/or entrepreneurial consumer-facing companies.
Marketing Capabilities Required
It is expected that the job holder will have acquired the following capabilities at some level throughout experience.
- Foundations: Foresights, Brand, Commercial, Sustainability
- Macros: Leading Edge Consumer & Business Intelligence, Evocative Brand Experiences, Sustainable at the Core
Capabilities:
- Evocative Brand Experiences
- Brand positioning and brand experience strategy
- Marketing and campaign planning
- Strategy & Objectives/KPIs
- Persona & Consumer Journeys
- Channel Strategy
- Cross-channel Orchestration
- Agency Management
- Data-powered Content Creation
- Category Foresights & Macros trends
- Content Strategy - good to have
- Creative, Content & Concept Planning
- Content Production, Translation & Adaptation
- P&L Analysis & Management
- Delivering the Sustainability Agenda
Education / Qualifications / Certifications Required
Language requirements
BENEFICIAL
- Ideally with brand building experience in new or disruptive categories
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.
