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Job Title:  Digital Transformation Manager

Job Number:  28059

Country: Japan

Location: Tokyo 

Function: Marketing & Sales 

Level: Experienced Professional 

Grade: G36 

Job Type: Permanent 

Contractual Legal Entity: BAT Japan Ltd (JP10) 


Role Summary

Your challenge as a Digital Transformation Manager in North Asia Area…

Working as part of the North Asia Area Activation team, your role in the Digital & eCommerce Transformation team is to devise Digital & eCommerce strategy and enablement approach to innovate and integrate into BAT NAA’s BAU (business-as-usual), driving digital effectiveness and business impact.


You will be responsible for driving the Transformation agenda across North Asia Area. This requires you to proactively connect, partner and build relationships across business and functions. You are the trusted partner for the teams and lead the integration of Digital & eCommerce.


You act as key ‘window to the Digital & eCommerce world’ to your peers and colleagues, ensuring up-to-date understanding of local digital environment, consumer behavior, pro-actively channeling opportunities for greater commercial successes through Digital & eCommerce transformation projects into the organization to drive best-in-class digital & eCommerce activation across owned, earned and paid media.


Key Responsibilities

Staying ahead of the trends and identifying opportunities to drive business growth

  • Performance strategic analysis of the business environment including customer needs, competitive realities to identify unique market opportunities, and internal capabilities and structure; Effectively guide BAT NAA down successful paths in response to changes in the competitive landscape or industry trends.
  • Proactively ideate and define innovative and highly effective digital marketing and eCommerce strategies designed to deliver measurable business results and drive growth through digital. Turn insights and ideas into actionable strategic plans and roadmaps.
  • Stay ahead of relevant Digital & eCommerce knowledge (ex. reading industry articles/ books/ conferences, etc.)
  • Help to build digital knowledge and practices to relevant working teams and stakeholders


Strategizing and planning

  • Strategically steer the Digital & eCommerce Transformation agenda for NAA. Work closely with local, region and Globe House to manage and deliver Digital priorities, driving performances towards targets.


Digital & eCommerce Transformation planning, deployment and measurement

  • Responsible for end-to-end delivery of local, regional and global initiatives required to support and drive the business
  • Lead deployment against global and regional plans, programs and campaigns. Managing local, regional and global stakeholders and agencies.
  • Reporting results to the team on digital marketing activity (Return on Investment - ROI) and continuously enhances creative direct channels to maximize ROI.
  • Analyze digital marketing activities effectively by using available analytics tools, and make strategies and plans to optimize marketing actions based on those results.




Digital operations excellence

  • Within the Activation team, provide guidance and support to internal stakeholder on Digital operation matters relevant to Transformation agenda. Provide consult to NAA Activation teams on briefings and required deliverables on projects that involve IDT.
  • Work closely with IDT to provide Digital operation support to NAA and be involved at an early stage on initiatives potentially requiring IDT’s involvement.
  • Keep local stakeholders informed and updated on IDT’s architecture and portfolio, guiding them on ways of working.



Key Stakeholders



  • Local:    Japan Marketing Leadership Team, Activation Leadership Team, Brand Managers, SPI Managers, IDT Managers
  • Above Market: Regional & Global Digital Team



  • Digital & eCommerce agencies; media agencies
  • Our customers





Education and Experiences

  • University education as a minimum. Preferably majored in Marketing, Digital, and/ or eCommerce.
  • 6 to 10 years of experience in similar role and has proven track record on Digital strategy and plan creation that has been enabled to drive impact in the organization.
  • Preferably worked in FMCG or was in an agency environment servicing FMCG companies.
  • Have a solid understanding of Digital Marketing and eCommerce. Is able to demonstrate understanding of Global, Regional and local multi-channel environment, methodologies, practices, knowledge of technical architecture and operations.
  • Have hands-on experiences in always-on, campaign and performance media management.
  • Have strong analytical mindset. Able to understand Digital data sets and generate insights to identify new business opportunities and drive business growth.
  • Have experiences in working in Digital agile environment, using insights to drive optimization towards performances.
  • Proven track record in managing agency partnerships as well as successfully managing internal and external stakeholders.
  • Proven track record in developing, implementing and executing Digital programs and campaigns across Content, Search, eCommerce, Analytics and Social Media.
  • Proven track record in working with a variety of available tools, including analytics, media and publishing tools across functional domains.
  • Ability to work at both strategic and activation/ operational level. Hands-on strategist/ self-starter.
  • Strong project management skills


Personality we are looking for

  • Has excellent English verbal and written communication skills; Japanese is a plus.
  • High energy, team player and innovative thinker that is committed to building key relationships across the business to positively influence business results through Digital.
  • Able to work independently on projects or team environment.
  • Is passionate about all things Digital, eCommerce and Transformation
  • Networking capability with internal and external people
  • Proven ability of customer oriented thinking and focus on understanding target markets to generate more inquiries and drive traffic through multiple channels
  • Good communication and interpersonal skills to execute the project and make sure the targeted message reaches the audience


Toolset knowledge and experiences

  • Highly proficient in Microsoft PowerPoint, Excel and Word.
  • Experienced in MarTech and AdTech environment and tools. Common ones are Adobe Suites, Google Suites, Sprinklr, other social and media platform insights tools, etc. And from media, with DSP, DMP and Programmatic.
  • Experienced in CRM tools like SalesForce, Eloqua, etc.
  • Familiar with Content Management tools. AEM


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.

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