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Job Title:  Brand Manager - Collaborations & Social

Job Number:  19777

Country: United Kingdom
Function: Marketing & Sales
Level: Experienced Professional
Appointment Type: Permanent


Job purpose 

Few brand manager roles offer the chance to make such an impact. To push the boundaries, run with bold and innovative new ideas, build a global brand and define an entire market sector.


Job Overview 

As part of the dedicated team within our Next Generation Products – Vapour division, you’ll be responsible for planning, developing and executing a strategy that drives the growth of our existing Vype brand and potential sub-brands too. In doing so, you’ll be instrumental in delivering brand activations that cover everything from social media to packaging, from above the line to below the line and covering a global spectrum of markets. 


Principal Accountabilities 


  • Develop and maintain a clear Social Strategy by defining key consumer insights, competitive analysis, technology trends, business needs and market opportunities; 
  • Translate global brand strategy into meaningful collaborations and social first activations by identifying the right partners (media, influencers, places) and deriving activation concepts for this;
  • Lead cultural activations & brand communication workstreams for all social activations, considering master brand strategy, role of channels and regulatory restrictions;
  • Lead external agencies (media, creative, social, PR) to drive the marketing mix offer with 360 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 Legal, R&D and SP&I (Strategic Planning & Insights);
  • Develop a rich understanding of key markets, consumer wants, marketing segmentation and key competitive activity (creative, product, pricing, packaging, programmes) throughout the world to enhance development of brand strategies, communications and innovation opportunities that will fully exploit brand potential;


Knowledge, Skills & Experience 


What we’re looking for above all else is a head full of fresh ideas and an entrepreneurial spirit that will can galvanise the organisation and drive results. Someone who’s not only prepared to look beyond the usual channels and explore the exciting opportunities digital marketing presents.


  • Previous extensive experience leading International Brand Marketing projects within the FMCG industry and/or entrepreneurial consumer-facing companies (ideally with experience in new or disruptive categories or technology driven sectors);
  • Demonstrated knowledge and experience within Digital Marketing, with strong emphasis on Social Media communication strategy development, sponsorship and collaborations; 
  • Sound experience with managing external agencies (media, creative, social, PR);
  • Ability to influence key senior stakeholders, with strong interpersonal, negotiation and influencing skills;
  • Affinity with analytical activities, being able to extract key insights from data & prepare reports; 




British American Tobacco is one of the world’s leading multinational companies, with brands sold in over 200 markets, made in 44 factories in 42 countries.

We are proud that we are consistently among the top 5 companies on the London Stock Exchange.

Our portfolio includes our world-famous Global Drive Brands – Dunhill, Kent, Lucky Strike, Pall Mall and Rothmans – along with many other leading international brands, such as Vogue, Peter Stuyvesant and State Express 555.

Alongside our traditional tobacco business, we are also developing products that offer consumers potentially less risky alternatives to regular cigarettes. Our Next Generation Products are already leading the way in the Industry of vapour and tobacco heating devices. We continue to develop a solid portfolio of consumer solutions which already include well known global brands like Vype, glo and Voke.

Job Segment: Brand Manager, Branding, Law, Manager, Marketing Manager, Marketing, Legal, Management

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