Consumer Experience Analytics Executive - Japan and Korea

Tokyo, Japan · Full-time · Junior Executive

Decide which consumer campaigns deserve next year's budget — with the data to prove it.

BAT is a global multi-category consumer goods business. Our purpose is to create A Better Tomorrow™, with a vision to build a smokeless world — as at 31 December 2025, 34.1m consumers used our Smokeless Products, generating 18.2% of Group revenue. Getting there means spending marketing money well in two demanding markets. That's what this analysis is for.

The role
You measure how our consumer experience campaigns perform across Japan and Korea and tell the business what to do differently. Supporting the Consumer Experience Analytics Manager, you work with marketing teams and with our global business services colleagues on the data behind it. The output isn't a report — it's a recommendation someone acts on.

What you'll own

• Performance analysis of consumer experience campaigns in both markets — what worked, what drove it, and what to change

• Return on investment and consumer advocacy measurement, and the resource recommendations that follow

• The performance dashboards the marketing teams rely on — accuracy, usefulness and the discipline to retire the ones nobody reads

• Data quality and reporting standards, working with our global business services team

• Partnering with marketing teams so decisions are made on evidence rather than the loudest opinion in the room

What you'll bring

• Real experience measuring campaign or programme performance, not only building reports

• Strong analytical judgement — you can tell a signal from a coincidence and say so

• Working fluency in analysis tools such as SQL and Tableau, or their equivalents

• The ability to explain a finding to a marketer in one sentence

Qualifications

• 3–5 years in data analytics, ideally in a consumer experience or marketing environment