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 PROFILE
JOB TITLE: Head of Consumer Digital Transformation Japan
FUNCTION: IDT
ROLE SUMMARY
What are the key objectives and expectations from this role?
- The Head of Consumer Digital Transformation is a pivotal leadership role responsible for defining and delivering the digital strategy that powers consumer engagement, brand storytelling, and commerce.
- We are looking for a talent that combine deep technical expertise with creative vision and agency experience to build and scale omnichannel digital ecosystems—including apps, websites, e-commerce platforms, touchscreens, and immersive technologies—that drive loyalty, advocacy, and growth.
Reports to | Area Head of Consumer and Customer Transformation |
Number of Direct Reports | 6 |
Responsibilities | Digital Vision & Leadership - Shape and lead the digital transformation agenda of Japan Market with a strong focus on elevating consumer experience across all touchpoints.
- Champion innovation by continuously exploring new technologies and interactive platforms tailored to consumer behavior in the FMCG space.
- Work closely with senior leadership in Marketing and Commercial to align digital initiatives with broader brand and business objectives.
Technical Strategy & Product Ownership - Own the technical vision and execution for digital products such as branded websites, mobile apps, e-commerce platforms, and in-store digital experiences (e.g., touchscreen kiosks, AR/VR).
- Guide the architecture and integration of digital ecosystems, ensuring scalability, data flow, and performance across platforms.
- Drive a mobile-first, data-driven, and consumer-centric approach to digital product development.
Experience Design & Content Enablement - Collaborate with UX/UI, content, and brand teams (internal or agency-side) to create intuitive and immersive experiences that reflect the brand’s DNA.
- Oversee personalization and content automation strategies powered by CMS, CDP, and CRM systems.
- Leverage design thinking and consumer insights to constantly optimize user journeys.
Agency & Vendor Management - Lead cross-functional teams and vendors to execute complex rollouts and platform integrations with excellence.
- Ecosystem Integration & Data Activation
- Ensure digital platforms (AEM, Magento 2, Salesforce, etc.) are effectively integrated with CRM, analytics, loyalty systems, and MarTech stacks.
- Promote the use of real-time data to personalize content, segment audiences, and improve conversion and retention.
Team Leadership & Capability Building - Lead a multi-disciplinary team of digital experts and foster a culture of experimentation, agility, and accountability.
- Mentor and develop internal talent and help scale digital capabilities across global and local markets.
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Geographic Scope | APMEA North |
Travel Required | Within DRBU, Tech Hubs, and GH |
EXPERIENCE, SKILLS, KNOWLEDGE
Experience Required
- Bachelor’s or Master’s in Computer Science, Digital Technology, Interactive Media, or related fields.
- Additional qualifications in business or marketing are a plus.
- 12+ years of experience in digital leadership roles, ideally within FMCG, consumer brands, or agency environments.
- Strong agency-side experience, with a proven record of delivering interactive and immersive digital experiences.
- Hands-on technical background with deep knowledge of digital architecture, e-commerce, app development, CMS (AEM, Sitecore), CRM (Salesforce), and MarTech platforms.
- Strong understanding of front-end and back-end technologies, APIs, cloud hosting, and platform integration.
- Familiarity with tools such as Figma, GA4, Adobe Analytics, Tealium, and tag managers.
- Working knowledge of agile methodologies and product lifecycle management.
- Strategic thinker with exceptional problem-solving and execution capabilities.
- Confident stakeholder manager, capable of influencing at senior levels and across functions.
- Passionate about consumer behavior, digital trends, and pushing creative boundaries.
- English fluency required. Japanese language is a plus.
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.
