Job Details

BAT is evolving at pace into a global multi-category business. With products like VELO, VUSE and GLO we are on a mission to decrease the health impact of our industry

To achieve our ambition, we are looking for colleagues who are ready to Be The Change. Come, join us on this journey!

FUNCTION: Marketing

LOCATION: Chiswick, London

This is an evergreen requisition, meaning that we do not have a position available at the moment, however please apply and you will be contacted as soon as the position becomes available if your application is suitable.

ROLE POSITIONING AND OBJECTIVES

The Head of Omnichannel Platform Experience in the Consumer Experience Digital function is a part of the Area Digital leadership team and is responsible for overseeing the development, management, operationalization and optimization of all platforms across our omnichannel ecosystem to drive Brand presence (Equity) business sales revenue (NTO), enhance consumer satisfaction (CSAT) and retention (NPS, Contactable Consumer Growth). This, with the objective to create a class-leading Brand consumer experience by leveraging data and insights to inform decision-making, prioritize initiatives, and manage the delivery of key commercial initiatives.

To name a few platform touchpoints, this includes websites, eRetailer/ marketplaces, social media, brand ambassador tools, own retail tools, etc. This role involves ideating, articulating, and executing platform strategies, improving user experiences offline & online, collaborating with cross-functional teams to ensure alignment with overall business objectives, steer performance and budget management.

The ideal candidate will have under his/ her belt a proven track record in managing and delivering successful Omnichannel platforms, strong leadership & stakeholder engagement skills, is commercially attuned, experienced offline & online marketing activations, have a passion for digital innovation, UIUX design & performance analytics – in all, committed to enable and contribute towards in delivering the business growth (NTO, Brand Equity) and exceptional consumer experiences (NPS, CSAT & Contactable Consumer Growth).

This position offers the opportunity to lead a team, innovate, and significantly contribute towards the company’s growth and successes.

Your key responsibilities will include:

STAYING AHEAD OF TRENDS AND OPPORTUNITIES TO BUILD CAPABILITIES & DRIVE BUSINESS GROWTH

• Develop and maintain strong working knowledge of the Brand and Business agenda and objectives.
• Perform strategic analysis of BAT’s business environment, including customer needs, competitive realities to identify emerging trends, unique market opportunities, and internal capabilities, that will elevate the Brand’s business in the Digital and eCommerce environment. This, to identify growth opportunities, improving Brand presence, and/ or gaps in the market. Net, effectively guide BAT Brands down successful paths in response to changes in the competitive landscape or industry trends.
• Evaluate emerging trends and/ or technologies that can benefit BAT WE’s business. Provide thought leadership and perspective for adoption, where appropriate.
• Provide best practice and learnings on Omnichannel Platform topics. Lead the knowledge sharing/ building into WE Marketing teams.

With strong working knowledge of Brand and Business agenda, Global and Regional roadmaps, collaborate with cross- functional teams. This includes, but not exhaustive:

• Lead the co-creation of the Digital Omnichannel strategy, plans and programs to achieve the agenda. Ensure the injection of Omnichannel platform experience expertise to enable to strategy.
• Collaborate with cross-functional teams to translate and design Brand Comms initiatives/ Brand NPI launches/ Cycle Activation plans/ Omnichannel priorities, etc, into a comprehensive Omnichannel Platform strategy, requirements, resourcing and operational plans. Ensuring that the business priorities are resourced to achieve the strategic agenda. This should cover, but not exhaustive:
  • Consumer/ Audience segment analysis to determine the most effective approach to deliver the best-in- class omnichannel platform experience through ACR journey.
  • Consumer journey analysis to determine the opportunities and pain points across the Omnichannel touchpoints, e.g. such as websites/ E&E/ 121/ eRetailer/ Apps/ vending machines, call center, etc.
• Collaborate with cross-functional teams to oversee and monitor the deployment and delivery of the defined initiatives on roadmap to meet the strategic business objectives.
• Effectively communicate Omnichannel Platform vision, strategy and performances to stakeholders at all levels. Influence, get buy-in.
• Lead annual and quarterly integrated planning process, including the development of initiative and spend optimization plans. Engage with relevant stakeholders in DRBU and End Market to align.

MANAGING THE DELIVERY OF STRATEGIC INITIATIVES

With aim to steer various Omnichannel Platform Programs/ Projects towards the achievement of the defined and/ or optimized strategic plans, you are responsible to drive cross-functional collaborations and stakeholder engagement.

• Proactively connect, engage, partner and foster relationships with cross functional teams (i.e. Brand, Commercial, Consumer Experience, IDT, SPI, I&F, GBS, etc) in Global, DRBU, End Markets, and Agency partners (e.g. Creative, UIUX, IT, Operations). This, to ensure the Omnichannel Platform plans and roadmap are synched, well supported to enable WE’s business agenda. Influence and support the opening of opportunities or removal of speed bumps for smooth delivery.
• Representing the wider Digital & Omnichannel team, act as the trusted partner and influence towards the successful outcome of strategic plan deployment.
• Manage the timelines, budgets and team to deliver upon day-to-day management or implementation activities for smooth operations and delivery; and within budget.
• Influence and support initiative owners to identify opportunities, dependencies and key enablers; as well as, identifying risks and come up with mitigation approach to remove speed bumps.

OMNICHANNEL PLATFORM MANAGEMENT ACROSS WEA

• In collaboration with IDT, GBS, CX Activation, Trade/ Key Account teams and their appointed partners, oversee the end-to-end management of the Omnichannel Platforms, ensuring its stability, reliability, security, compliancy and scalability. Ensure that the platforms across the Omnichannel ecosystem meets the needs of all stakeholders, enabling the business agenda set annually.
• Drive the development and implementation of new features and functionalities based on performance insights, user feedback/ voice of consumer, and business needs.

USER EXPERIENCE ENHANCEMENT

• Act as the custodian for WE’s Platforms across the Omnichannel touchpoints
  • For consumers: Ensuring a seamless journey experience for our target consumers from landing, browsing, registration, check-out and support, device agnostic.
  • For BAT/ Partners: Ensure a simplified and user-friendly interface to enable the successful engagement with the consumers with our Brand at Retail/ HoReCa/ Festivals.
• Champion the importance of user experience (UIUX) across the Omnichannel Platforms, ensuring ecosystem integration, intuitive and seamless interactions for all users. This includes websites, eRetailer/ marketplaces, social media, brand ambassador tools, own retail tools, vending machines, Digital POSM, Apps, etc.
• To be “consumer obsessed”! Utilize best practices and data-driven insights to foster a culture of innovation, continuously improvement, and consumer-centric thinking within the team to enhance consumer experience, driving increased user engagement and satisfaction (NPS and CSAT). Ensure all touchpoints (Consumers and BAT/ Partners) remains user-friendly, outcome based and competitive.

CUSTODIAN OF PLATFORM PERFORMANCE & ANALYTICS

• Leverage data analytics and insights to inform strategy and decision-making, as well as, measure the impact of Omnichannel Platform enhancements on business outcomes, user engagement and satisfaction.
• Monitor Omnichannel Platform performance metrics to uncover trends and dissect insights. Identify areas for improvement, make actionable recommendations and implement the solutions to enhance performance towards business goals. Steering performances towards the achievement of defined strategy
• Prepare and present regular reports to senior stakeholders on Omnichannel Platform performances, user experience, and strategic initiatives. Provide insights from consumer and business perspective, make recommendations, engage/ influence to see through the implementation to optimize performance to agenda and targets.

HOW SUCCESS CAN LOOK LIKE IN THIS ROLE

Leading the team to work as one team, as well as, with close collaboration with internal and external stakeholders, to deliver the agenda for the End Markets in the Western Europe Area. Key areas where we can celebrate success are we deliver upon the growth in Brand Equity, landing traffic resulting in high quality of engagement, Contactable Consumers, online Sales revenue contribution, as well as, positive Net Promoter and Consumer Satisfaction scores.

What are we looking for?

• Proven experience in Digital Strategy/ eCommerce/ Omnichannel Platform development and management roles
• Proven experience and track record from strategy & plan creation, to bringing it live.
• Past experiences from FMCG or CPG is preferred.
• Have strong understanding and deep working knowledge of Omnichannel ecosystem in business context
• Proven track record in leading and managing the development, delivery, operations and optimization of omnichannel platform products (i.e. ecommerce websites, App, Brand Ambassador tools, ePOSM, SoMe, vending machines, etc) which supports the organization’s agenda and objectives.
• Strong Omnichannel acumen. Well versed with latest trends, innovation & capabilities in the market.
• Strong commercial acumen to link Omnichannel Marketing & Digital Commerce to the Category business and agendas.
• Comfortable with digital performance data; can present data, communicate insights and recommendations in a simplified manner that is easily understood by stakeholders outside of Digital team.
• Have working experiences in Digital enablement, delivery and operations. Proven track record in planning and management of complex programs and stakeholders
• Well versed and proven track record in managing small to mid-sized teams, Agency partnerships (i.e. Creative, UIUX, CRO, IT, Operations) and internal stakeholders’ relationships.
• Have hands-on experience in working in cross-functional and multi-disciplinary team setup.
• A well-rounded leader and team player, that is experienced in flexing style accordingly to business scenarios and people seniority.
• Excellent communicator in English, both verbal and written. Is well versed with business and data storytelling.
• Excellent presentation skills. Skillful in taking complex details and converting it into a clear and engaging narrative to articulate across all stakeholders, internal and external.
• High energy, team player and innovative thinker that is committed to building key relationships across the business to positively influence business results through Digital business techniques.
• Strategic & critical thinker and problem solver. Ability to work at both strategically and activation/ operational level; proactively comes with alternative solutions to overcome issues/ problems.
• A strong sense of accountability and ownership. Can work independently on projects, collaborate effectively within teams and cross functionally, as well as manage BAT stakeholders and Agency Partners (i.e. Creative, UIUX, CRO, IT, Operations).
• Proficient and have hands-on experience MarTech stack such as Adobe suites (AC, AEM, AM, AT, ADAM, Magento, etc), SFMC, SFSC, etc.
• Proficient and have hands-on experience in Digital & eCommerce Advertising and Performance tools such as Adobe suites, Sprinklr, Google Marketing Platform, Google Search Console, PowerBI, etc.

Education / Qualifications / Certifications Required

• University degree. Preferably, major in Digital Marketing, eCommerce and User Experience Design.