Community Management & Content Manager

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!

SENIORITY LEVEL: Management

FUNCTION: Marketing – GCE - Content

LOCATION: London

TYPE OF CONTRACT: Permanent

BENEFITS

• Flexibility for working from home (depending on the work requirements)
• UK yearly Incentive Bonus – competitive % based on business results and average annual salary
• Attractive Private Pension Plan - up to 15%, Private Medical cover, Doctor @hand-24/7 GP appointments, by video or by phone, 365 days a year, from anywhere in the world
• Share Reward Scheme (free shares and share saving scheme), Group Personal Accident Insurance, Life Assurance
• Flexible Benefits Scheme: Tax Return Assistance, Cycle To Work, Holiday Trading, Dental Insurance, Travel Insurance; Onsite Gym and Gyms Discounts-discounts at over 3,700 gyms, SPAs, pools, studios and outdoor fitness events across the UK; Season Ticket loans-Interest free loans for purchase of annual tickets for public transport

ROLE POSITIONING AND OBJECTIVES

What are the key objectives and expectations from this role?  

The role sits within the Content team, as part of the wider Global Consumer Experience (GCE) team.

The job holder will own the social media planning, publishing and content development for the Global social media handles across NC brands worldwide. Working closely with the partnership team and our agency partners, the individual is expected to develop a fit for purpose content plan that will grow our followership base and improve the engagement of our social channels with consumers.

Additionally, it will manage the global roadmap and approach to community management. They will be responsible for setting and implementing community management strategies that are aligned to the wider marketing and social strategies, generating FAQs and response guidelines including branded programmes (i.e. Vuse Recycling) as well as partnership platforms (i.e. Driven by Change). The role will be responsible for managing and engaging with our online communities across social media accounts, ensuring that BAT builds relationships and fosters engagement with their audiences. They will monitor consumer sentiment and supervise relevant community metrics.

Working hand in hand with the Digital Confidence Unit, the role will assure that our social media contents are compliant to the Responsible Marketing Principles/Code, reporting back to the Responsible Marketing Committee whenever deemed necessary.

What is the direct impact of this role on the team or organization?

This role will make sure that our digital communities are engaged with BAT’s NC brands, and that BAT are using our social channels as key touchpoints for interaction with consumers, creating content that generates interaction and shareability. They will provide support to audiences when they need it and build brand personality and consumer trust across social channels, supporting retention awareness, consideration, and retention objectives.

WHAT YOU WILL BE ACCOUNTABLE FOR

• Drive the growth of our global social media handles, ensure high levels of engagement and build best in class content examples for markets/DRBUs to follow
• Drive outstanding social media practice, share learning and standardise measurement framework to track performance
• Monitor global social trend, drive a data backed content mindset
• Responsible for the global BAT community management capability roadmap
• Work with the in-house agency as well as other agency partners to define content for publishing across community platforms, attend content shoots whenever necessary and improve number of high value content pieces created
• Work with DRBUs and end market Social Media teams to drive alignments across activities
• Be the point of contact for the DCU (GBS), ensuring RMP and UAP compliance and that social crises are resolved in a timely manner
• Analyse data and ensure that relevant social media and community key performance indicators are reported on to stakeholders
• Build and manage content calendars across global social channels, collaborating closely with relevant stakeholders to ensure this reflects relevant activity and messaging

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE

• Graduate Degree
• Proven work experience as a community manager and launching community initiatives
• Strong understanding of social media channels and hands on experience with them e.g. Meta, Youtube
• Deep comprehension of social content development and the creative process
• Ability to track relevant community metrics and present them to relevant parties
• Excellent copywriting skills
• Deep experience in project management, in particular in the digital marketing field
• Experience working with agencies
• Deep industry expertise in Consumer goods, preferably in combustibles/NC
• Experience in social technology (i.e. Sprinklr)
• Experience developing positive relationships with stakeholders
• Strong attention to detail

BENEFICIAL

• Experience working in a social media/UCG role
• Experience managing influencers/content creators
• Understanding of BAT’s NC portfolio, and how to convert Combustible consumers into NC
• Understanding of the BAT Corporate and Marketing Operating Model

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!

We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.