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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!
British American Tobaccohas an exciting opportunity for a Digital Marketing & eCommerce Manager in London, UK.
We are looking for a data-driven, creative and results-oriented Digital Marketing & eCommerce Manager to lead and execute Digital Marketing & Commerce initiatives across Omnichannel.This role is crucial for driving Brand awareness, consumer acquisition, sales growth, user engagement, and consumer retentions through omnichannel platforms – effectively and efficiently. This position offers the opportunity to lead a team and significantly contribute towards the company’s growth and successes.
Please note that this is not an actual opening, but a chance for us to reach out and to engage with talented future individuals, If you are interested, please apply and we will contact you should an opportunity suited to your capabilities arise.
ROLE SUMMARY
STRATEGY & PLANNING
- Collaborate with wider Consumer Experience teams to translate business/ marketing objectives into Digital & Omnichannel priorities and plans, with sole focus of driving continuous growth in brand and product awareness, revenue, and share of market in the categories
- Responsible for co-creation of business brief with clear business and activation KPIs, end to end delivery of Digital initiatives required to support BAU activation campaigns and always-on, and the construct and manage timelines and milestones, with identification of critical dependencies.
- Develop and manage digital marketing & commerce strategies aligned with business agenda and activation plans.
- Across initiatives, have a DROI/ MROI mindset and practice for always-on and campaign initiatives. Use data, made available by various tools/ partners, to draw insights to help identify and deliver opportunities for improvements – effectively and efficiently. Track, identify trends, dissect insights, make recommendations and optimize performance vs targets across all content and media touchpoints. Driving performance towards targets.
BUDGET PLANNING & MANAGEMENT
- Plan, track and report on Digital budgets.
CAMPAIGN EXECUTION
- Lead end-to-end planning and deployment of Digital & eCommerce campaigns or initiatives required to support and drive the category businesses and brand building programs, campaigns and always-on. This can include Paid Media (Display, programmatic, OOH, Paid Search), SEO, Social Media, Email, Retail Media, Brand code overhaul on websites and CRM, trial programs, loyalty programs, etc.
- Manage the day-to-day operations of campaigns and optimize for ROAS, ROI and key business KPIs.
CONTENT & CHANNEL MANAGEMENT
- Oversee website and/ or landing page performance, content updates, CRO, and UIUX improvements.
- Develop and manage content calendars and syndication across omnichannel activation points. Ensure consistency of messaging and at the same time, cater for personalization based on target audience segmentation. This can include content on Social Media, website, email, etc.
- Oversee search marketing activities, ensuring strong brand visibility on key search engines.
ECOMMERCE MANAGEMENT
- Manage the brand’s ecommerce, ensuring optimal user experience, product presentation and check-out performance.
- Coordinate product listings, pricing updates, inventory checks and promotional campaigns.
- Optimize conversion rates and AOV through UIUX enhancements, CRO and personalization tactics.
CRM & CONSUMER JOURNEY MANAGEMENT
- Manage email marketing, consumer engagement and retention strategies, including automation flows, segmentation and personalization.
- Support consumer acquisition and lifecycle management to improve engagement and LTV.
PERFORMANCE TRACKING & MANAGEMENT
- Oversee the performance tracking operations, ensuring that all media and campaign journeys are tagged and trackable for performance oversight and optimization.
- Using tools like GA4, AA, Shopify Analytics, SFMC, Qualtrics, etc, to design and setup reports to enable dynamic performance reporting of campaigns and optimize for key business KPIs.
- Provide actionable insights and recommendations for continuous improvements and steer target achievement. Oversee the deployment of actions.
AGENCY MANAGEMENT
- Manage multiple agency relationships – UIUX, CRO, SEO, Paid Media, Creative, SoMe.
What are we looking for:
- Proven experience in Digital Marketing, Digital Activation, and eCommerce roles
- Experience in managing small to mid-sized teams, Agency partnerships & internal stakeholders’ relationships.
- Demonstratable experiences in end-to-end digital commerce always-on and campaign activation, i.e. from planning, production, testing, deployment, performance management and optimization Past experience from FMCG or CPG is preferred.
- A good understanding and working knowledge of Omnichannel marketing and commerce ecosystem in a business context, and how various offline & online touchpoints integrate/ synergize to deliver best consumer experience to achieve business outcomes..
- Comfortable with digital and consumer operational performance data; can present data, communicate insights and recommendations in a simplified manner that is easily understood by stakeholders outside of Digital function.
- Experience in Digital enablement, delivery and operations.
- Strong project management skills in Digital Marketing & eCommerce.
- Hands-on experience working in cross-functional and multi-disciplinary team setups.
- Hands-on experience in Digital Marketing & eCommerce Performance management tools such as Adobe suites, HootSuite, LookerStudio, Google Marketing Platform, Google Search Console, PowerBI, etc.
- Is passionate about all things Digital Marketing, Social, Media (paid/ own/ earn), eCommerce, Retention & Analytics.
Technical / Functional / Leadership Skills Required
- Good commercial acumen sense to link deployment enablement with business delivery.
- Strong working knowledge of audience targeting, segmentation and personalization across Digital touchpoints (e.g. CRM paid media, etc).
- Savvy presentation skills. Skilled in taking complex details and converting them into a clear and engaging narrative to articulate to all stakeholders, internal and external.
- Strong project management and organization skills to manage multiple campaigns, projects, and data points simultaneously without overlooking critical details. Comfortable with planning, prioritizing, executing and optimizing.
- Consumer focus coupled with empathy. Have deep understanding of consumer needs and committed to providing best experience and excellent service.
- A well-rounded and high energy team player, experienced in flexing style accordingly to business scenarios and people seniority. Not one to shy away from engaging with relevant stakeholders to influence, discuss and align on business topics to drive progression and resolution.
- Excellent communicator in English, both verbal and written. Well versed in business & data storytelling.
- Analytical thinker and innovative problem solver. When in face with a challenge, proactively come with alternative solutions to overcome issues/ problems.
- Have good working knowledge of all of the below:
- Media Brand Safety: IAS, DoubleVerify
- Digital MarTech stack, such as AEM, Magento, Shopify+, etc.
- Social Media Management: HootSuit, TalkWalker, Instagram
- CRM & Consumer Care MarTech stack, such as CRM: SFMC and SFSC.
- Surveys: Qualtrics, Medallia, etc.
- Ratings & Reviews: Trust Pilot, BazaarVoice, etc.
- Highly proficient in Microsoft PowerPoint, Excel and Word.
Education / Qualifications / Certifications Required
- University degree. Preferably, major in Digital Marketing and eCommerce.
- Preferably, have certifications in the tools mentioned above.
What we offer you?
- We offer a market leading annual performance bonus (subject to eligibility)
- Our range of benefits varies by country and includes diverse health plans, initiatives for work-life balance, transportation support, and a flexible holiday plan with additional incentives
- Your journey with us isn't limited by boundaries; it's propelled by your aspirations. Join us at BAT and become a part of an environment that thrives on internal advancement, where your career progression isn't just a statement – it's a reality we're eager to build together. Seize the opportunity and own your development; your next chapter starts here.
- You'll have access to online learning platforms and personalized growth programs to nurture your leadership skills
- We prioritise continuous improvement within a transformative environment, preparing for ongoing changes
WHY JOIN BAT?
We’re one of the few companies named as a Global Top Employer by the Top Employers Institute – certified in offering excellent employee conditions.
At BAT, we champion collaboration, inclusion, and partnership as the bedrock of our values. We wish to foster an environment where every individual can thrive, irrespective of factors such as gender, sexual orientation, marital or civil partnership status, gender reassignment, race, religion or belief, colour, nationality, ethnic or national origin, disability, age, skills, experience, education, socio-economic and professional background, as well as diverse perspectives and thinking styles. We recognise that our strength lies in embracing talent from all walks of life, empowering us to develop our culture of inclusivity and better achieve our business objectives.
We view career breaks not as obstacles but as opportunities and encourage everyone, without hesitation, to apply. Through our Global Returners program, we provide support to professionals seeking to re-enter the workforce after an extended absence, be it for family care, parental leave, national service, sabbatical, or starting their own venture.
Come bring your difference and see what is possible for you at BAT. Learn more about our culture and our award winning employee experiencehere.
We take pride in being a Disability Confident Employer. If you need any reasonable adjustments or accommodations to be made during the recruitment process to support you performing at your best, please inform the recruitment partner who will be in touch should your profile be selected for the role you applied for. We are wholeheartedly committed to optimising your prospects of success by making suitable arrangements so that you may showcase your full potential.
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