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 UK has an exciting opportunity for a Global Senior Brand Manager (Ryde) in London
What are the key objectives and expectations from this role?
BAT has entered an exciting part of its transformation journey beyond nicotine with a new category Wellness & Stimulation. We have recently 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. We are therefore creating and launching our first global Wellbeing brand, which is exciting!
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 passionate about 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 balance 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 - selling Ryde: wellbeing shots range.
As part of the Ryde global brand team within TWSC, the Global Senior Brand Manager will lead the development of an engaging global brand across ATL and BTL – building a global presence for our Ryde: - a unique global wellbeing brand that stands out, across all consumer touchpoints.
Your key responsibilities will include:
- Lead the Brand Communications model for Ryde: by building the global brand presence for our first Wellbeing brand across ATL, BTL consumer channels:
- Campaign strategy – from consumer tension/insight to campaign idea and full 360 campaign activation model
- Content development – from briefing to final assets production
- Media planning strategy with media agency and local markets
- Campaign in-store activation including POSM and promotional mechanic
- PR strategy to local amplification for earned media
- Brand Partnerships from brief to development
- Lead results/ analysis & learning on each campaign with the help of the local marketing teams and SPI teams
- Lead the Brand Social Engagement model for Ryde by managing the brand social accounts on Instagram and TikTok (@drink.ryde) with key indicators of follower growth and content engagement rate. In more details, it will be about:
- Leading the social media content ideation and planning,
- Managing influencers and creators from brief to partnership
- Creating content demonstrating our brand assets and AI design tools
- Posting via Sprout platform
- Leading the brand community management (both reactive and proactive)
- Manage social boosting with paid media
- Lead social performance analysis and learning
- Lead and inspire our external influencers you will partner with, to ensure we create content, initiatives that engage our consumers on our social platforms.
- Land the communications planning in markets – focusing on the US, Canada & Australia
- Guide & inspire the local marketing teams so they amplify campaigns locally
- Contribute to the conceptualization, identification, and development of outstanding culture of brand marketing opportunities for Ryde:
- Inspire, empower and develop our end-market brand marketing teams – by guiding them to amplify marketing campaigns or activities locally
- Ensure the brand’s marketing activities are in line with TWSC culture and our International Marketing Principles and Social Media guidelines
What are we looking for?
- Senior marketing professional with proven experience in brand development and brand building, including global ATL & BTL campaign creation from ideation to media planning and budgeting.
- Strong creative and communications expertise across all channels, including social media, digital, influencers/creators, paid media (OOH, TV, radio), earned media, and in-store activation, with hands-on social media management experience. Experience in social media, influencer/creator are key to this role – i.e.; you have previously managed social media for a brand either in-house or from an agency, or simply passionate about social media and motivated to take on a challenge!
- Proven track record in launching and scaling global campaigns across multiple markets, guiding local teams, within international B2C environments (FMCG, consumer-facing, tech, or fashion industries).
- Passionate about brand building with proven experience launching or growing FMCG brands, supported by strong digital campaign and content strategy expertise.
- Creative problem solver with the ability to develop compelling campaign ideas and content direction.
- Strong interpersonal, communication, presentation, and influencing skills, with experience in agency leadership and collaborator management.
- Data-driven and results-oriented, with strong analytical thinking, sound decision-making, and project management skills (including knowledge of agile), thriving in fast-paced environments.
- Graduate degree or certification/diploma(s) across marketing fields (e.g., master’s in marketing or equivalent experience)
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.
Collaboration, inclusion and partnership underpin everything we do here at BAT. We are looking forward to enabling every individual to thrive, regardless of 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, veteran status, perspectives and thinking styles. We know that embracing talent from all backgrounds is what makes us stronger and best prepared to meet our business goals.
We see the career breaks as opportunities not obstacles. Through The Global Returners program, we support professionals looking to restart their careers after an extended absence from the workforce (e.g. time out caring for family, parental leave, national service, sabbatical and/or starting an 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.
If you require any reasonable adjustments or accommodations to help you perform at your best during the recruitment process, you are encouraged to notify us. We are fully committed to support you by making appropriate arrangements for you to demonstrate your full potential.
