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!
ROLE PROFILE
JOB TITLE: Web Manager
REPORTS TO: Head of EC and Web
FUNCTION: Consumer Experience
LOCATION: Based in Tokyo (optional: Korea)
DATE: November 2024
GRADE: 35
ROLE SUMMARY
The Web Manager is a strategic digital leader responsible for driving the evolution and execution of our web ecosystem to enhance consumer engagement, boost conversion, and deliver measurable business impact. This role oversees the end-to-end digital experience across all web platforms, ensuring alignment with brand, marketing, and commercial strategies while championing innovation, user-centricity, and data-driven decision making.
Sitting at the intersection of content, commerce, and consumer experience, the Web Manager leads cross-functional collaboration with internal stakeholders and external partners across categories, to deliver seamless and impactful digital journeys. The role combines a deep understanding of website operations with forward-thinking execution—bringing together personalization, UX design, and technical best practices to create web experiences that resonate with consumers throughout their lifecycle.
This role reports to the APMEA North Head of EC and web and requires a strong advanced experience and knowledge in website operations & content developments, online activation & web analytics, and working knowledge in performance marketing.
Reports to:
Number of Direct Reports:
Core Relationships:
Internal | External |
Digital Marketing Teams | Technology Vendors |
Campaign Planning and Activation Teams | Creative Agencies |
Area CX Teams | Web Development Teams |
Global Content and Partnership Teams | |
ACCOUNTABILITIES
- Lead the development and execution of a long-term web strategy that aligns with the company’s business and marketing objectives, ensuring the website serves as a critical enabler of consumer engagement and commercial performance.
- Define a mid- to long-term roadmap for online consumer engagement, supported by a clear measurement framework that guides decision-making and prioritization.
- Collaborate closely with internal stakeholders—including eCommerce, Customer Experience, Campaign Planning, Activation, and Commercial teams—as well as external agencies to ensure cross-functional alignment and operational excellence in all web-related initiatives.
- Design, build, and continuously improve user journeys based on consumer lifecycle stages, ensuring every experience is relevant, intuitive, and conversion focused.
- Use data and user research to inform and test new features, site experiences, and optimizations—rapidly iterating to enhance performance and address friction points.
- Apply UX best practices and lead all pre-launch validation processes (e.g., pre-flight testing, UAT, QA) to ensure web outputs meet high standards of quality, technical compliance, and brand consistency.
- Oversee all aspects of digital content governance—from briefing agencies and vendors, to managing workflows, publishing operations, and ensuring content accuracy across platforms and languages.
- Ensure all campaigns are seamlessly executed across digital channels, with a strong web perspective driving content structure, placement, and timing.
- Automate, A/B test, and personalize content, promotions, and product visibility using real-time behavioral data to drive relevance and impact for individual users.
- Enrich the digital experience using advanced content formats, including dynamic imagery, video, and immersive media such as VR.
- Monitor key web vitals (e.g., speed, responsiveness, stability) and own the continuous optimization of site performance through data-driven insights, that surface user behavior, pain points, and improvement areas, helping to drive ongoing innovation and experience enhancements.
- Act as a key problem-solver in incident management, ensuring timely resolution of compliance issues, fraudulent activity, or platform disruptions.
- Provide support for evergreen content updates and non-campaign changes, ensuring agility in responding to business needs while maintaining site quality.
EXPERIENCE, SKILLS, KNOWLEDGE
Requirements:
- 5+ years of progressive experience in web content management, digital marketing, or digital experience roles, with a proven track record of leading and executing web strategies that drive consumer engagement and business results.
- Hands-on expertise in managing enterprise-level web content management systems and digital platforms (e.g., Adobe Experience Manager, Magento etc.,), with the ability to guide platform optimization and innovation.
- Deep understanding of digital marketing disciplines, including content governance, SEO, marketing automation, personalization, and performance optimization using analytics tools such as Adobe Analytics or Google Analytics.
- Strong stakeholder management and leadership skills, with the ability to influence, align, and coordinate across cross-functional teams, agencies, and regional/global stakeholders.
- Strategic mindset with strong attention to detail, capable of balancing high-level planning with day-to-day execution and ensuring consistent delivery against brand, UX, and compliance standards.
- Experience in managing digital operations and vendor relationships, including briefing, QA, and web troubleshooting processes.
Desirable:
- Experience operating in or managing digital platforms tailored for the SouthKorean market or similar culturally complex environments in Asia.
- Fluent in Korean and proficient in English (verbal and written) to navigate cross-cultural collaboration with internal teams and external partners.
- Working knowledge of HTML, CSS, and front-end development principles, enabling effective communication with technical teams and support in resolving web issues.
- Demonstrated ability to analyze user behavior, identify friction points, and lead continuous optimization efforts across web journeys and digital campaigns.
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.
