Job Title:  Campaign Planning Executive (Next Generation Products)

Job Number:  15844

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

Campaign Planning Executive (Next Generation Products)

Do you want to join one of the world’s leading international companies in one of the fastest growing FMCG categories and be part of the leading vaping and tobacco company within the UK? Do you want to be involved in a new, innovative and fast-growing area of ‘Next Generation Products’? Do you want to be part of a great working culture and a 2018 UK Top Employer for the 5th year in a row?

If you want to challenge yourself and working in an international and dynamic environment we are currently looking for a strong self-starter Campaign Planning Executive (Next Generation Products) who enjoys the challenges of getting things done in a pressured environment and is keen to learn and takes initiative and responsibility.

Alongside our traditional tobacco business, we are going through unprecedented transformation, as our business is moving from traditional products to potentially reduced risk nicotine products. Our Next Generation Products are already leading the way in the industry of vapor 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. Our portfolio includes our world-famous Global Drive Brands – Dunhill, Kent, Lucky Strike, Pall Mall and Rothmans.

To achieve our ambitions, we require some of the most creative and innovative talent to work within this regulated environment. Restrictions exist, but so do opportunities, and we need out the box thinkers to unlock the business potential and help nearly 8 million adult smokers make the switch. You will be joining a business and rapidly growing team with a start-up mentality but backed by investment to drive rapid growth.  To succeed you will need to be a strong leader with an entrepreneurial spirit, proactive approach and be able to adapt to the rapid pace of change.

If pace of change and the chance to make a real impact in shaping a new category excites you - this might be the role for you.  We can use almost all marketing channel, and through those channels we can deliver award winning work with thought leadership.  

The Role

This is a development role for someone who has the talent, attitude and drive to become a successful campaign planning manager within a 12 – 18months time horizon.

To succeed as a Campaign Planning Executive (Next Generation Product) in BAT you will need to be able to:

  • Support the development of new and existing brand campaigns, from defining consumer relevant positioning to planning and actioning supporting activities.
  • Aid the delivery of the brand plans by leading assigned projects, ensuring execution is within brief and implemented with the support of all business stakeholders
  • Drive fact-based decision making throughout the organisation through the provision of market analyses and reports with clear recommendations for action.
  • Be the coordinator of all activities deployed across all activation channel, ensuring the campaign reaches the consumers in line with the brand direction, in budget, in time and in a consistent manner

Principal Accountabilities

  • Develop and drive implementation of Brand activities to ensure that brand objectives are achieved, together with the Campaign Planning Manager and the Area Brand teams.
  • Promote Brand understanding, insights and commitment to the brands’ strategy throughout the organisation.
  • Employ consumer dialogue principles as the key route to consumer and differentiate marketing activities according to consumers’ disposition towards the Brands.
  • Work with Trade Marketing and Activation teams in the preparation of engagement programs and cycle plan activities to ensure brand strategies, campaigns and objectives are effectively executed and evaluated at field level.
  • Promote fact-based decision making through data-analysis and reporting, providing sound recommendations to the business.
  • Support his/ hers LM in transmitting the campaign direction the Campaign Activation Managers (OOH, media, digital mkt, Retail, own retail, Entertainment channel) and assist those teams in developing and refining consumer activations, aiming for competitive advantage in priority consumer segments.
  • Liaise with various teams for best ranging and best in class execution across channels (retail, digital, specialists). Coordinate the development and execution of all annual brand plans ensuring that:
    • Allocation of brand / platform objectives and BSE are in line with portfolio definitions
    • High level set of programmes are defined in line with its agreed brand positioning
    • Brand / platform activities meet portfolio objectives and consumer segment requirements
    • Campaigns / platforms are leveraged based on consumer insights
    • Consistency is key across all channel and activities deployed
  • Drive the implementation of brand campaigns supporting new introductions.
  • Ensure activities are efficient and effective and maximise ROI.
  • Identify necessary changes in campaign strategy and priorities during implementation.
  • Assist Campaign Planning Manager in penetrating and winning fair share of the business in the biggest channels for NGP – digital stores.
  • Ensure planned activities make sense commercially – winning share, volumes and have the right ROI.
  • Effective coordination with all internal stakeholders to ensure plans are deployed properly.
  • Manage and allocate brand budget with support from Marketing Finance.
  • Assist the LM in presenting the plans and updates within the Cycle planning meeting process and outside

Essential Requirements

  • Eligible to work in the UK.
  • Languages - English (fluent).
  • Significant experience in Brand Management, Consumer Engagement, Campaign Planning, including solid knowledge of campaigns implementation.
  • Strong analytical skills with experience of using data to drive results.
  • Ability to work in a fast-paced environment.
  • Experience of managing agencies and writing creative briefs.
  • Effective stakeholder management - working with and managing multiple stakeholders (internal and external agencies) with an ability to prioritise often conflicting requirements and escalate issues to drive resolution when required.
  • Interest in FMCG industry and products.
  • Demonstrated mindset and ability to work in a fast-paced environment and flexibility to work within constantly changing landscapes.
  • Demonstrated in-depth understanding of consumer research and engagement.

Personal Profile

  • A born leader: You engage and inspire people, you provide direction and focus and drive people for results. You act commercially and are consumer centric and engage stakeholders proactively.
  • Embraces change:  You enjoy working in a constantly evolving environment and consider of changing plans as opportunities to seize more. You enjoy solving the challenges and identifying ideas to drive business growth.
  • Growth mind-set:  Your relentless in the pursuit of growth; have fire in the belly and see roadblocks as challenges to overcome.
  • Proactive and passionate:  You’ll do whatever it takes to deliver the right outcomes for the team and the business; whether in the trenches or leading from the front.
  • Critical thinker & agitator:  You’re an ideas person who loves to challenge norms both internally and externally to drive cultural and performance breakthroughs.
  • Team player: You are easy going and like working in big and diverse teams. You give constructive feed-back and understand and rely on what others can bring to the table.


  • Bonus potential of up to 30% of annual salary.
  • Excellent Benefits Package (Private Medical, Pension, Share Scheme Options, Flexible Benefits).


British American Tobacco is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regards to race, colour, religion, sex, national origin, protected veterans status, disability status, age, sexual orientation, gender identity and expression, marital status, citizenship or any other legally protected factor.










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: BAT UK Ltd (GB51)

Job Segment: Outside Sales, Brand Manager, Data Analyst, Marketing, Sales, Research, Data

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