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!
Purpose of the role:
To oversee and deploy all GTR activation efforts within GTR Korea Market, utilizing both online and offline tools, ensuring all brand activations and marketing initiatives are executed according to the toolkit and campaign guidelines driven by the Consumer Experience team.
The person is expected to lead the on-field execution, daily management & evaluation of all activation initiatives to drive growth in awareness, trials and consumer acquisition with the ambition of supporting GTR’s strategic role of Accelerator to a Smokeless World.
Key Accountabilities:
Operational/Professional/Business:
- Oversee the in-field execution of all Furniture, Promo Spaces, POSM, digital and other activities to ensure OTIF execution with highest quality
- Engagement with Brand Ambassadors directly or via the global Brand Ambassadors agency team to ensure delivery of SLA & KPIs
- Speed of execution of Permanent & Tactical Merchandising plan to ensure optimum brand presence, visibility & customer satisfaction
- Co-ordinate the production and delivery of permanent marketing materials to the field across geographies, according to communication & activation plans
- Ensure in-store execution remains up to the highest standards (Planogramming, maintenance of material. Etc)
- Point of reference for the CX team, account team & brand team and other stakeholders for key location performance, insights and status of all field activities.
- Liaise with external suppliers, customers and internal stakeholders to ensure deployment on time with highest quality.
- Inventory management of all POSM in assigned geography
- Establishing direct contact with store managers and other stakeholders to ensure delivery of company objectives.
- Deployment 360 activation strategy by leading the coordination between GTR and Domestic Markets to deliver best in - class consumer experience
- Systematically monitor and understand actual market experience & trends to pass on the right insights to internal stakeholders
Management, Leadership & Relationships
- Effective stakeholders’ engagement with agencies, team, store managers and internal Brand Team & Trade team
- Collaborate closely with GTR cross functional team members to optimize business performance.
- Ensure GTR governance and policies obligations are met.
Contextual Information
I. Context / Environment:
- Our Global Travel Retail (GTR) business unit is responsible for managing and distributing BAT brands to GTR channels. The GTR business has a unique channel for true global brand building and has customer base around the world.
- GTR is highly competitive, sophisticated and rapidly changing. The trading environment operates world-wide through several defined trade channels and global key accounts.
- The operating model is based on key accounts to deliver its volumes and customers are primarily large global conglomerates with monopolistic powers in the channels in which they operate.
- The business unit is truly multi-category in nicotine with SKUs across cigarettes, OTP, and New Categories.
- As BAT’s only truly global business unit, it is heavily dependent on the flawless execution of strategy deployment across the world in the travel retail channel.
II. Knowledge, Skills & Experience:
- Demonstrable marketing/sales experience in an FMCG company
- Marketing Knowledge – formal qualification desirable with comprehensive understanding of all elements of the marketing mix
- Strong track record of activation and trade marketing deployment.
- Demonstrated analytical, interpersonal, communication (oral and written), negotiation and planning skills
- Working knowledge of all inter-related company functions including 3rd party suppliers and agencies, Trade, Marketing Finance, IT, Customer Service, Legal, HR
- Proven ability to successfully negotiate, influence and present to middle management stakeholders (internally and externally)
- Ability to analyse problems, recommend solutions and action plans within organisational policy
- Ability to operate independently; be results-oriented to achieve presence, share and volume objectives
- Create and drive first class initiatives to exploit smart opportunities
- Ability to operate as part of a close-knit team.
- Ability to prioritize workload and meet tight deadlines in a constantly changing, global environment
- Written and spoken fluency in English & Korean. Other languages are a plus.
- Willingness to travel (up to 60% of FTE annually)
III. Key Success Factors:
- Delivering of business Volume, value & business performance matrix.
- Effective working relationship with external stakeholders.
IV. Working relationship:
Internal
- Trade
- Category
- Finance
- Marketing Deployment Team
- Consumer Experience Team
- Local BAT End Market counterparts
External
- Creative and marketing agencies
- Key Customers & Store Managers
- POSM & Brand Ambassadors suppliers and agencies
- Sales promoters, supervisors, and merchandisers for ongoing training and briefing.
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.
