Own Retail 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 - CX Activation

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 Conversion team, as part of the wider CX Activation team.

The role will lead the Own Retail strategy and roadmap, ensuring that BAT is delivering outstanding Own Retail experiences across DRBUs and Markets. Also, will work closely with other Conversion channels, and broader Acquisition and Retention teams, as well as TM&D, to ensure a consistent consumer journey is delivered and that Own Retail plays a key role in the omnichannel experience. It will provide leading practices of how to operate own retails most effectively, including location identification, in-store experience/layout, staff engagement and management, merchandising, stock/inventory management. It will also provide a strong POV of the enablers required to support this, such as technology, content, people and culture. It will further identify campaigns and initiatives that will drive more footfall to own stores, e.g. sustainability and recycling, and collaborate closely with the dCommerce leads to ensure consistency. The role owns all capabilities that falls within Own Retail, and will ensure these are updated and stays relevant across the BAT Capability Compass.

The job holder will ensure the right metrics are tracked, such as footfall, NTO, NPS, sales per square foot, etc. It will further gather in-store consumer feedback and share it with the teams to help prioritisation, including Category and Product teams.

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

This role will assure that the company is delivering outstanding Own Retail experiences and accelerate Retail capabilities. On top, will ensure that Markets & DRBUs are educated on best practices and that Retail activities are aligned with other acquisition, conversion and retention activities.

WHAT YOU WILL BE ACCOUNTABLE FOR

• Being responsible for setting the BAT global Own Retail strategy and roadmap, making sure these align with the wider CX strategy and that this is shared with relevant teams and updated as required
• Recommending and deploying the best strategies to continuously improve commercial delivery of Own Retail channel
• Identifying new trends in the markets that will impact consumer and shopper behaviours, and assure are deployed within stores
• Setting up leading practices on Retail, and supporting markets with in-store activation as well as operations
• Accelerating Retail capabilities across the organisation and collaborate with dCommerce team and capability leads to deliver omnichannel campaigns
• Supervise Retail performance and report regularly on key performance metrics
• Build reports for internal stakeholders, sharing clear insights, findings and recommendations
• Define best practices for PoC activation and support Markets/DRBUs with PoC activations

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE

• Graduate Degree
• Strong experience within previous retail management roles, at least 5-7 years
• Knowledge of Retail management best-in-class practices and experience in developing strategies and roadmaps
• Expertise in the role of Retail in the wider channel mix
• Proven commercial acumen , understanding of P&L management and ability to drive value from Retail activities
• Experience in driving PoCs and how to incubate pilots to rapidly learn
• Deep industry expertise in Consumer goods, preferably in NC
• Experience working with agencies, briefing and managing them
• Understanding of shopper behaviours, needs and drivers
• Strong understanding of wider conversion channels – e.g. eCommerce and Marketplaces
• Experience developing positive relationships with stakeholders to deliver aligned activations

BENEFICIAL

• Proven track record of achieving sales targets and driving revenue growth
• Understanding of trade and B2B2C
• Good understanding of Acquisition and Retention channels, and how these work with Conversion touchpoints
• 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.