BAT is evolving at pace into a global multi-category business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World.
To achieve our ambition, we are looking for colleagues who are ready to join us on this journey! Tomorrow can’t wait, let’s shape it together!
British American Tobacco United Kingdom has an exciting opportunity for a Global Social Media Specialist: Ryde in London for 12 months
BAT has entered an exciting part of its transformation journey beyond nicotine with a new category Wellness & Stimulation. We have launched our first global Wellbeing brand called Ryde: from The Water Street Collective into the Wellness & Stimulation consumer product category. It’s now selling in the US, Canada and Australia.
The Water Street Collective (TWSC) is a private limited company incorporated in the UK as a wholly owned subsidiary of BAT. While the BAT connection gives the business huge reach and scalability, The Water Street Collective is operated independently from the BAT business.
The Water Street Collective (TWSC) is a business focused on making people feel good. We started out as a group of non-conformists in a corporate world, who noticed the people around us struggling to juggle the demands of every-day life. By contrast, wellbeing had become complex, expensive and big on claims but short on effectiveness. We saw the need for change. Using our access to world-leading science, research and development resource, and financial investment, we decided to create feel-good wellbeing products for all.
At Ryde: we believe functional doesn’t have to mean boring. And neither should our social content.
We’re here to challenge the conventions of wellbeing marketing with bold, entertaining and culturally relevant content that people actually want to watch, share and engage with.
That’s why we’re looking for a creative, social-savvy individual who lives and breathes social media. Someone who understands internet culture, spots emerging trends, knows what makes content engaging and loves turning ideas into reality.
You’ll play an active role in shaping Ryde’s social presence across Instagram and TikTok, leading content ideation, creation and community engagement while supporting social strategy, paid media and agency collaboration.
Our ambition is simple: create entertaining, culturally relevant content that people actually want to watch, engage with and share not just another brand ad.
The Global Social Media Specialist will manage @Drink.Ryde, our global Instagram and TikTok presence. The primary objective of the role is to build sustainable organic follower growth and improve engagement by developing relevant, authentic and platform-native content that gives our target audience a compelling reason to discover, follow and engage with Ryde
Your key responsibilities will include:
- Social Media Strategy & Content Ideation
- Lead day-to-day content ideation, developing fresh, entertaining concepts aligned with Ryde:’s social strategy and content pillars.
- Proactively identify emerging trends, cultural moments and opportunities for reactive content.
- Develop creative concepts, scripts, hooks and storyboards for Reels, TikToks and other social-first formats.
- Contribute to social content planning and recommend new formats to drive engagement and brand growth.
- Content Creation & Production
- Film, edit and produce engaging short-form content for Instagram and TikTok.
- Create Reels, Stories, TikToks and simple static content using tools such as CapCut, Canva or similar.
- Write engaging captions and adapt existing brand assets into platform-native content.
- Social Media & Community Management
- Own the day-to-day content calendar, scheduling and publishing through Hootsuite.
- Lead community management, engaging with followers through comments, messages and relevant conversations in Ryde:’s distinctive tone of voice.
- Proactively identify opportunities to spark conversations, drive engagement and build an active community.
- Paid Social & Performance
- Manage the day-to-day execution of approved paid social activity across Meta and TikTok.
- Track content-level boosting budgets, monitor spend and recommend budget allocation based on content performance.
- Analyse organic and paid social performance, identifying insights and opportunities to optimise future content.
- Creative Agency & Creator Coordination
- Develop and coordinate creative briefs for agencies and content creators.
- Manage day-to-day communication, timelines, deliverables and creative feedback to ensure content aligns with Ryde:’s brand identity and social strategy.
What are we looking for?
- Social media experience: Hands-on experience in social media management, content development or digital content creation, either in-house, at an agency or as an independent creator.
- Social media native: Strong understanding of Instagram, TikTok, emerging trends, internet culture and what makes content engaging.
- Creative storyteller: A natural ability to develop original content ideas, scripts and engaging social-first narratives.
- Hands-on creator: Confident filming, editing and producing short-form content using tools such as CapCut, Canva or Adobe Creative Suite.
- Paid social understanding: Familiarity with Meta Ads Manager and TikTok Ads Manager, including content boosting, budget tracking and performance optimisation.
- Analytical mindset: Ability to interpret social media metrics and translate performance insights into actionable recommendations.
- Proactive & organised: A self-starter who takes ownership, manages multiple priorities and communicates effectively with internal teams and creative agencies.
- Strong communicator: Excellent written and spoken English, with a flair for engaging social copywriting.
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 experience here.
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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