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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 an Area Brand Manager, Vapour in London, UK.
Within our Western Europe Area (WEA) team, we are looking for an WEA Brand Manager for Vapour, focusing on developing and managing an innovative portfolio of vaping products for adult consumers. It’s a varied and exciting role working on a core segment of the business. Based in London and operating within the context of area and local teams, the WEA Brand Manager for Vapour will aim to create long term brand equity and profitability across a country mix, requiring strong leadership and communication skills.
Your responsibilities will include:
- Shape end-to-end brand strategy, including portfolio architecture, pricing positioning to ensure sustained competitive advantage and alignment with evolving consumer needs.
- Lead the development and execution of the Western Europe Area’s vaping portfolio strategy, working closely with the Head of Strategy & Deployment and Senior Brand Manager to identify growth drivers, define winning propositions, and ensure clear brand roles across consumer segments.
- In close collaboration with the Insights & Foresights team, translate consumer insights, market trends, and competitive intelligence into actionable strategic plans that guide brand performance and long-term value creation.
- Drive the annual strategic planning process for your brand, by delivering clear portfolio recommendation to be deployment across GEO prioritization
- Build robust cross-functional partnerships across Western Europe Area teams and local markets to ensure strategic coherence and flawless deployment of brand, pricing, and product strategies tailored to local market realities.
- Champion strategic thinking within the team, developing talent with strong commercial acumen and an ability to connect brand building with business impact through a disciplined and insight-led approach.
What are we looking for:
The job holder will be a Marketing professional with expertise in insights and conceptualize strategic plans and with solid knowledge in all aspects of Product Development and Quality. Essential background will include:
- Over 4 years of experience in a highly regulated FMCG environment, with a strong grasp of navigating legal and compliance complexities within strategic brand-building frameworks.
- Deep knowledge of vapour product development and design (e.g. ingredients, flavourings, and their impact on consumption experience), coupled with experience in shaping packaging and product architecture to drive consumer satisfaction and competitive differentiation.
- Strong commercial acumen with a proven track record of translating strategic objectives into actionable plans that deliver measurable business results.
- Excellent interpersonal and communication skills, with the ability to influence senior stakeholders and align cross-functional teams behind strategic priorities—mindful of cultural and organisational dynamics.
- Fluent in English, with the ability to articulate complex concepts with clarity and purpose across global and regional teams.
- Significant experience in brand marketing with a demonstrable ability to manage and grow brands in fast-moving, competitive FMCG categories.
- Strategic leadership mindset with end-to-end ownership of brand performance, including portfolio shaping, product innovation, pricing, and P&L accountability.
- Experience developing and executing strategies for premium brands, with a focus on value creation and long-term equity building.
- Agile, forward-thinking approach with a demonstrated ability to thrive in dynamic, fast-evolving environments and market landscapes.
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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