Digital Insights Executive

BAT is evolving at pace - truly like no other organisation.

To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey!

GRADE: G34

JOB TITLE: Digital Insights Executive

FUNCTION: Marketing

SUB-FUNCTION: Consumer Experience / Digital Marketing

CITY & COUNTRY: Pakistan

GEOGRAPHIC SCOPE: Korea & Japan

ROLE POSITIONING AND OBJECTIVES

This role is pivotal within the APMEA North Performance Management team, where its primary focus is on supporting digital platforms and analyzing performance to enhance the overall consumer experience and digital ecosystems. By continuously optimizing performance and deriving actionable insights, the team aims to drive better business results.

Based in GBS, this position reports directly to the head of APMEA North Performance Management. Its core responsibilities include delivering analytics, insights, and implementing new digital capabilities. These efforts are geared towards fostering cross-category business growth and collaborating closely with the Consumer Experience and Digital Marketing teams.

A thorough understanding of FMCG D2C Ecommerce, digital analytics, and digital marketing activation is imperative for this role. It requires individuals who can leverage diverse data types and information sources effectively to achieve strategic objectives.

WHAT YOU WILL BE ACCOUNTABLE FOR

Managing & Optimizing Performance:

• Assist the Consumer Experience (CX) and Digital Marketing (DM) teams in leveraging data for decision-making by generating insights.
• Aid in ongoing digital performance enhancement by creating consolidated dashboards for reporting sessions.
• Contribute to the development of comprehensive category views by touchpoint, achieving this through the creation of performance dashboards on key business KPIs by the end of 2024.
• Support the analytics framework to ensure marketing initiatives are performance-driven, encompassing outputs or initiatives across functions like Insights, CX, and Commercial.
• Showcase category performance-driven marketing by providing a holistic overview of metrics across DM verticals.
• Analyze trends across digital touchpoints (e.g., Web, Social Media, CRM, Paid Media, Search) and offer solutions and recommendations within the Digital team.

Developing New Capabilities:

• Support the organization, across categories, in fostering a performance-driven culture by facilitating capability-building sessions on tools and performance.
• Assist in optimizing and delivering a more effective and agile digital strategy by leveraging past data-driven insights alongside enhanced capabilities (MMM, AM).
• Provide internal advisory support, spanning categories and the organization, by sharing best-performing practices and strategies for driving incremental growth.
• Contribute to enhancing cross-category performance management models by introducing new data measurement models.
• Aid in optimizing platform strategy by delivering in-depth reports.
  

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE

Experience

• 5+ years of experience in Digital Marketing, Data Analytics, or Digital Agencies, with a focus on senior stakeholder management and project management within large-scale organizations.
• Key Attributes:
  • Strong communicator
  • Analytically focused
  • Leadership capabilities with a drive for results and clarity
  • Ability to build partnerships with stakeholders
  • Agility in dealing with ambiguity
  • Ability to manage pressure effectively
  • Credibility with digital analytics tools
  • Technologically advanced

Technical/Functional/Leadership Skills Required:

• Proficiency in data ETL, analytics, and management, using tools such as Excel or other data processing tools. Proficient in handling data from various sources like Adobe Analytics, PowerBI, Salesforce, Sprinklr, and SimilarWeb.
• Marketing acumen with a grasp of global digital marketing trends and capabilities.
• Strong analytical focus to leverage information for decision-making within the business.
• Commercial awareness and understanding of consumer behavior, along with knowledge of BAT strategy and business model.
• Excellent interpersonal skills for communication with senior and other levels of staff within and outside the organization.
• Ability to present data in a structured framework, providing actionable insights.
• Hands-on experience in interpreting data, formulating reports, and making recommendations.
• Capability to embed new initiatives and technologies into day-to-day activities.
• Timely delivery of quality insight reports for digital touchpoints, launches, and campaigns.
• Ability to drive clarity and obtain buy-ins from stakeholders.
• Proficiency in business English with effective communication, briefing, and presentation skills.
• Basic understanding of campaign measurement methodologies, including attribution models, correlation studies, and audience performance analysis.

Education/Qualifications/Certifications Required:

• Bachelor’s degree in a quantitative field such as Computer Science, Engineering, Statistics, Mathematics, Economics, Finance, or related fields.
• Experience in Agency or Management Consulting is preferred.

BENEFICIAL

• Proficiency in people management
• Familiarity with coding languages such as DAX and SQL
• Fluency in Korean or Japanese languages

WE ARE BAT

At BAT we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.

• Global Top Employer with 53,000 BAT people across more than 180 markets
• Brands sold in over 200 markets, made in 44 factories in 42 countries
• Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
• Diversity leader in the Financial Times and International Women’s Day Best Practice winner
• Seal Award winner – one of 50 most sustainable companies

BELONGING, ACHIEVING, TOGETHER

Collaboration, diversity and teamwork underpin everything we do here at BAT. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals. Come bring your difference!