Job Title:  Brand Manager - Vapour

Job Number:  23502

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


British American Tobacco is looking for a new Brand Manager, to join us in our London Global HeadQuarters, on the New Categories team.


About the role


As part of the dedicated team within our New Categories division, you’ll be responsible for planning, developing and executing a strategy that drives the growth of our existing global vapour brands Vype & Vuse. In doing so, you’ll be instrumental in delivering brand communications and digital services that cover everything from product innovation in connected devices to brand storytelling with influencers and collaborations.

At the same time, you will lead on a variety of specific brand projects. In each case, it will be down to you to ensure the proposals generated are on brief, producing reports with clear recommendations supported by insightful market analysis, and delivering comprehensive and insightful post implementation reviews. 

You will be working with top talent across New Categories functions, external agencies and lead Vapour markets and DRBUs.


About you


The chances are, you’ll come to us from an FMCG background. But this is so much more than a traditional FMCG role.  So, as well as a relevant master’s or MBA, you’ll need plenty of international experience and a clear understanding of how global marketing truly works.

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. But who also has the credibility and charisma to inspire that passion in others, and take them on a journey too. 


About BAT and New Category Products


Tobacco has been the mainstay of BAT’s business for more than 100 years. But we also see huge potential in New Category Products, including Vapour like the e-cigarettes of our industry leading Vype & Vuse brands.

These new products present another opportunity to further grow our business, while also having the potential to reduce smoking-related disease. All of which makes New Category Products an incredibly fast-moving and inspiring division to be part of. Not to mention one that offers huge scope for personal and professional development in a top FTSE global organization.


Principle Accountabilities:


  • Brand Building by developing and maintaining a clear social first communication strategy by defining key consumer insights, competitive analyses, technology trends, business needs and market opportunities;
  • Translate global brand strategy into a global PR strategy and lead implementation on global and DRBU level with audience relevant activations by identifying the right partners (brands, media, influencers, places);
  • Lead content strategy and delivery for all D2C channels ensuring a seamless ecosystem of online and offline activation;
  • Digital Brand Deployment by leading digital experience online;
  • Aligning business cases with key stakeholders;
  • Lead external agencies (PR, social, creative, media, eCommerce) to drive the marketing mix offer with effective communication and digital experiences, delivering against the brand objectives and commercial targets, ensuring the deployment of a globally consistent brand;
  • Ensure timely approval of all relevant communications, content and digital services through LEX, Corporate Comms, IT, Digital, R&D and SP&I;
  • Develop a rich understanding of key markets, consumer wants, marketing segmentation and key competitive activity (creative, product, PR, digital) throughout the world to enhance development of brand strategies, communications and innovation opportunities that will fully exploit brand potential.


Knowledge, Skills & Experience Required:


The job holder will be a senior marketing professional with extensive and in-depth experience in all aspects of brand marketing and innovations development gained within an international environment.  Experience in communications, PR and digital key to this role.


Essential background will include:


  • Degree/MBA qualification;
  • Minimum of 8 years' international brand marketing experience;
  • Experience gained in one or more international blue chip FMCG companies, and/or entrepreneurial consumer-facing companies (ideally with experience in new or disruptive categories or technology driven sectors);
  • Management of a l brand group/marketing team.



  • Ability to lead a large and diverse team, with strong interpersonal, negotiation and influencing skills;
  • Fluency in written and spoken English, possessing effective communication, briefing and presentation skills;
  • Strong analytic skills & logical/creative thinking;
  • Commercial approach to all activities;
  • Experience in digital marketing and PR;
  • Possess exceptional initiative and strong decision-making ability;
  • Resilient, flexible and confident to work in a fast-paced dynamic environment;
  • Affinity with analytical activities and software systems;
  • Project management.

Key Success Factors:


  • Consumer appeal of products and campaigns;
  • On time delivery;
  • Brand mix is fit for purpose;
  • Commercial delivery – share, top & bottom line growth.


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.

Contractual Legal Entity: Nicoventures Trading Ltd (GBCR)

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