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Job Title:  Activation Manager

Job Number:  31230

British American Tobacco ( is a market leading, global organisation with a long, established history and a bright and dynamic future. Thanks to our people we have continued to deliver growth and exceed expectations in an increasingly complex and challenging marketplace. Our aim is to become the leading tobacco company in each of our markets by providing excellent products with confidence and responsibility expected of global consumer brands.

Purpose Statement

Develop touch points infrastructure and recommend the relevant set for the brand campaigns. Manage nonretail touch points including all alternative communication channels (1-2-1 Communication platform). Responsible for optimising usage of retail and non-retail touch points.


Key Accountabilities 

1. Business

  • Define 1-2-1 objectives for various brand programs with Brand Managers and ensure their delivery as per agreed metrics to achieve communication objectives
  • Develop touch point infrastructure in a scalable fashion (e.g.: merchandising materials for brand and trade programmes, in-store hardware, non-branded materials)
  • Define guidelines and policies for all touch points (e.g. merchandising policy, kits per outlet)
  • Develop in-store hardware & non-branded materials strategy and implementation plan in line with market, brand and customer requirements
  • Coordinate touch points usage across the organization
  • Evaluate efficiency and effectiveness of touch point utilization
  • Manage budget within the marketing communication function, ensuring that touch points are developed and managed in a cost-efficient manner
  • Propose goals and KPIs for assessing the efficiency and effectiveness of touch point utilisation and track on-going results
  • Develop new concepts for communication to ensure that BAT achieves and maintains competitive advantage and that new materials reflect market trends2


  • Management of 3rd party resources assigned to the area.
  • Build effective working relationship with internal and external stakeholder groups to ensure delivery of area business objectives.
  • Ensure DSAs are sufficiently trained and motivated to perform their consumer contact activities to reach communication objectives
  • Proactively train and manage personal growth / development of staff within the area aligned with BAT’s International Marketing Principles (IMP) and all Corporate Guidelines
  • Support effective team-working in the area across all sub functions.
  • Build a strong team for effective cycle execution.
  • Develop training and coaching environment for his / her team to attain higher role in future.


Knowledge, Skills and Experience



Minimum 3 years’ experience in FMCG category.

Functional Knowledge & Skills:

  • Customer Engagement (Retail)
  • Consumer engagement
  • Proficient in English language (Written & oral)
  • Proficient in IT / business software
  • Account Management
  • Field operations & administrations
  • Driving skills with valid local driving license

Interpersonal Skills:

  • Motivating, coaching and developing field force
  • Developing and maintaining relationships with customers, external suppliers and commercial partners
  • Effective communication and presentation
  • Negotiation and influencing
  • Analytical skills


If you have the talent and motivation to help us succeed you’ll find we are equally committed to helping you reach your full potential too.

Job Segment: Merchandising, Manager, Marketing Manager, Retail, Management, Marketing

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