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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 TobaccoUK has an exciting opportunity for an Omnichannel CRM & Consumer Care Deployment Managerin Chiswick, London.
ROLE POSITIONING AND OBJECTIVES
The ideal consumer-centric candidate will have under their belt a proven track record in managing and delivering successful Omnichannel CRM & Consumer Care programs. They should have a neck on operational & project management, and be savvy in stakeholder engagement. All in all, they should be committed to enable and contribute towards in delivering the business growth (NTO, Brand Equity) and exceptional consumer experiences (NPS, CSAT & Contactable Consumer Growth).
This position offers the opportunity to lead a team and significantly contribute towards the company’s growth and successes. The Consumer Experience Digital function is responsible for:
- Overseeing the day-to-day CRM & Consumer Care deployment and operational activities across WE. This role involves ensuring End Market CRM & Consumer Care BAU activations are well planned and managed for deployment.
- Managing the support team, optimizing processes enabling delivery, and ensuring compliance and integrity in this area.
- Support end market teams in consumer care operations, ensuring that consumer inquiries and issues across omni-channel are integrated and resolved efficiently and effectively.
Your key responsibilities will include:
STAYING AHEAD OF TRENDS AND OPPORTUNITIES
- Develop and maintain working knowledge of the Brand and Business agenda and objectives.
- Support the Head of Omnichannel CRM & Consumer Care in performing strategic analysis of BAT’s business environment, including consumer needs, competitive realities to identify emerging trends, unique market opportunities, and internal capabilities that will elevate the Brand’s business in the Omnichannel Digital Commerce environment.
- Stay abreast of and evaluate industry trends, best practices, and emerging technologies in CRM and Consumer Care that can benefit BAT WEA’s business. Recommend exploration or create business cases to justify, where relevant.
- Provide best practice and learnings on Omnichannel CRM & Consumer Care topics; lead the knowledge sharing/ building in WE Marketing teams.
STRATEGY AND PLAN BUILDING TO BRING IT ALIVE
From a CRM & Consumer Care deployment lens, provide inputs and support the Area Head of Omnichannel CRM & Consumer Care on the following.
- The development of Omnichannel strategy, plans and programs to achieve the overall end market business agenda. Support with business case inputs and benching, where necessary.
- The translation and design of Brand Comms initiatives/ Brand NPI launches/ Cycle Activation plans/ Digital priorities into operational, resourcing and budgetary plans. Ensure that the business priorities are resourced to achieve the strategic agenda and performance targets. This should cover, but not exhaustive:
- Consumer/ Audience segment analysis to determine the most effective approach to grow the contactable database to drive brand stickiness and engagement. This, backed by data points and insights.
- Consumer journey analysis to determine the opportunities and pain points across the Omnichannel touchpoints, e.g. websites/ E&E/ 121/ eRetailer/ App/ vending machines/ call centres, etc. This, backed by data points and insights.
- Content activation approach through the ACR journey to grow, nurture, activate and care for our consumers.
- Consumer Care service and operational innovations, tactics and activations to enable business plans.
SUPPORT THE DELIVERY OF STRATEGIC INITAITIVES
From a CRM & Consumer Care deployment lens, support the Area Head of Omnichannel CRM & Consumer Care to steer Projects towards the achievement of the defined/ optimised strategic plans. This can include, but not exhaustive:
- Proactively connect, engage and foster relationships with cross functional teams (i.e. Brand, Commercial, Consumer Experience, IDT, GBS, etc) in Global, DRBU, End Markets, and Agency partners to support the deployment of the defined initiatives. Ensure the Omnichannel CRM & Consumer Care plans and roadmap are synched and well supported to enable WE’s business agenda. Influence and support the removal of speed bumps for smooth delivery.
- Manage the planning, timelines, budgets and team to deliver upon day-to-day management or implementation activities for smooth operations and delivery, staying within budget.
- Influence and support initiative owners to identify opportunities, dependencies and key enablers; as well as, identifying risks and mitigation approaches to remove speed bumps. This, backed by data points and insights.
MANAGING OMNICHANNEL CRM & CONSUMER DEPLOYMENT & OPERATIONS ACROSS WE
- Take Accountability for the daily deployment and operations of CRM & Consumer Care BAU across WE including, but not exhaustive:
- Plan and manage WE’s BAU activation deployment. Ensure smooth and timely deployment. Troubleshoot and resolve issues efficiently.
- Support the setup and verification of complex journeys and feature setup in SFMC & SFSC. QA, review and sign-off campaign activities created by the teams to ensure full compliance and risk mitigation.
- Define, develop and cascade deployment and operational policies and procedures.
- Identify and implement process improvements to enhance CRM & Consumer Care efficiency and effectiveness. Collaborate with other functions to streamline and improve operational workflows.
- Manage the user permission and access to CRM & Consumer Care systems, with compliance. Run regular audit checks to ensure 100% compliance.
- Develop and maintain training materials and documentation. Provide ongoing trainings to own team to ensure operational readiness; and to stakeholders as educational input for their planning purposes.
- In collaboration with IDT, GBS, Legal and appointed partners, oversee the management of all platforms and tech stack that enables the Omnichannel CRM and Consumer Care operations. Focus on stability, reliability, security, compliancy and scalability necessary to enable the business. This includes all consumer facing channels, e.g. email, phone, messaging, chatbot, social media, website, brand ambassador tools, Retail, etc. Evaluate and recommend CRM tools and technologies to enhance system capabilities, where relevant.
- Be “consumer obsessed”! Utilize best practices and data-driven insights to foster a culture of innovation, continuous improvement, and consumer-centric thinking within the team to enhance CRM effectiveness and consumer care efficiency. Use key goals to drive growth in contactable consumer bases. Continuously improve the consumer user experience, driving increased user engagement and satisfaction (NPS and CSAT).
- From a CRM & Consumer Care deployment lens, lead the drive of the development and implementation of new features and functionalities based on performance insights, user feedback/ voice of consumer, and business needs.
CUSTODIAN OF CRM & CONSUMER CARE DEPLOYMENT COMPLIANCE
- Ensure all CRM and Consumer Care activities comply with legal regulations, industry standards, and company policies. Develop and implement standard operating procedures and controls (process, technology, governance, etc) to maintain a high quality service.
- In collaboration with IDT and Legal teams, ensure the CRM and Consumer Care system complies with relevant regulations and industry standards.
- Implement and monitor security measures to protect customer data.
- Develop and deploy operational, technological, and process controls.
- Develop and deploy Data collection and usage governance policies and procedures.
- Conduct regular security audit checks and risk assessments to identify and resolve issues.
- In collaboration with IDT and Legal teams, ensure data integrity, accuracy, and consistency within the CRM and Consumer Care systems. Regularly monitor data quality and perform audits to identify and resolve issues.
- Act as a consultant and technical expert on the Salesforce Marketing Cloud to serve WE DRBU needs to drive commercial targets. Help continuously improve by identifying, creating, and enhancing internal systems and processes based on recurring area/market requests or evolving industry standards.
MANAGE CONSUMER PERFORMANCE ANALYTICS
- Ensure that reports on CRM activities and consumer care performances are generated and distributed to key stakeholders. Insights and recommendations to optimize performances are provided.
- Leverage data analytics and insights
- Uncover consumer trends, segments and dissect insights.
- Inform strategy, operational plans, and facilitate decision-making.
- Monitor to measure the impact of initiatives on key business metrics such as consumer care performance metrics (i.e. response times, resolution rates, NPS, CSAT), etc.
- Proactively identify areas for improvement, make actionable recommendations and implement the solutions to enhance performance towards business goals. Steering performances towards target achievement.
- Prepare and present regular reports to senior stakeholders on CRM & Consumer Care performances against the targets set for the business. Include key metrics, trends and recommended actions to take forward.
HOW SUCCESS CAN LOOK LIKE IN THIS ROLE
As a team, we work as one to deliver the agenda for the End Markets in the Western Europe Area. Key areas where we can celebrate success are we deliver upon the growth in Contactable Consumers and online Sales revenue contribution, as well as positive Net Promoter and Consumer Satisfaction scores.
What are we looking for?
Experience Required
- Proven experience in CRM and Consumer Care deployment roles
- Proven experience in a team management role.
- Demonstratable experiences in Online & Offline Activation, CRM & Loyalty Activation, and managing Consumer Care operations for an End Market. 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. Furthermore, demonstrable experience in managing the delivery, operations and optimization of CRM & Consumer Care business activations & BAU.
- Experience in managing small to mid-sized teams, Agency partnerships & internal stakeholders’ relationships.
- 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.
- 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, Sprinklr, Google Marketing Platform, Google Search Console, PowerBI, etc.
Technical / Functional / Leadership Skills Required
- Good commercial acumen sense to link deployment enablement with business delivery.
- Strong working knowledge of CRM data models, configuration, segmentation, targeting and workflows.
- 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.
- Have working knowledge of CRM data models, segmentation, configurations and workflows.
- 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 strong working knowledge of all of the below:
- CRM & Consumer Care MarTech stack, such as CRM: SFMC and SFSC.
- Surveys: Qualtrics, Medallia, etc.
- Ratings & Reviews: Trust Pilot, BazaarVoice, etc.
- Consumer Care: Chatbots, Order Track & Trace, IG/ FB Messenger, etc.
- Familiar with Digital MarTech stack, such as AEM, Magento, Shopify, etc.
- Highly proficient in Microsoft PowerPoint, Excel and Word.
Education / Qualifications / Certifications Required
- University degree. Preferably, major in Digital Marketing and eCommerce.
- Is SalesForce Marketing Cloud and Service Cloud certified.
BENEFICIAL
- Solid time management and delivery quality. Respects deadlines and loves the devil-in-the-detail.
- Savvy performance management skills. Actively championing continuous improvement through test-and-learn and data-informed decision making.
- Strong Omnichannel business acumen. Well verse with latest trends, innovation and capabilities in market.
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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