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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 Tobacco UK has an exciting opportunity for a Senior Activation Manager, Online in Chiswick, London
FUNCTION: Marketing
LOCATION: Chiswick, London
This is an evergreen requisition, meaning that we do not have a position available at the moment, however please apply and you will be contacted as soon as the position becomes available if your application is suitable.
ROLE POSITIONING AND OBJECTIVES
Own the delivery of End Market consumer experience strategy, translated into consumer activation campaigns in online channels. Ensure robust CDF conversions and market share objectives with a special focus on developing a high-performing ecommerce ecosystem that provides a competitive advantage in consumer acquisition and conversion, as well as “best in the class” consumer experiences and top customer care – all underpinned by robust data analytics insights.
Your key responsibilities will include:
- Define Digital Activation and eCom Trading Plans to deliver targets in line with Area Digital strategy & communication objectives & priorities, meeting end market needs & capabilities.
- Contribute to excellent 360 Consumer journey experiences through close collaboration with Offline channels activation to ensure synergy.
- Lead End Market Content Adaptation & Development to Support Activation Plans.
- Deliver the multi-channel Paid Media strategy tailored to End Market and implement it with a focus on maximizing reach & improving awareness to drive traffic to other touchpoints and ensure visibility /generate awareness
- Ensure planned activities are efficient and effective with the right KPIs and tracking in place, and propose mitigation plans maximising the delivery of consumer traction targets.
- Ensure excellent execution and impactful consumer experiences.
- Own the commercial performance – NTO/volume number for all UK&I ecommerce.
- Own all visual merchandising, trading cycle plans and promotional calendars to drive performance.
- Drive the eCommerce analytical and CRO roadmap by working closely with Area DTC/DBS teams to improve conversion rate.
- Ownership of the UK CRM & CC strategy to drive and deliver strong trading, growth, improved retention and lifetime value for customers.
- Support the SEO/SEM roadmap by working closely with the area D2C teams to drive organic and paid performance.
- Drive and challenge the wider activation, DBS, area D2C and brand teams to ensure we have the correct plans and tools needed to deliver objectives.
- Work closely with Trade End market team, Area CX & Brand team, Finance and SP&I teams to report, monitor & unlock insights to ultimately growth opportunities.
- Positively and proactively influence internal and external stakeholders to drive the D2C agenda.
- Budget ownership.
- Lead & develop the team.
What are we looking for?
- Awareness, expertise and leadership of online transactions, from acquisition to usability to after-sales. Including detailed knowledge of product range, management of promotions on site and expansion of customer care.
- Management of Onsite Cycle Plans and Management and centralized drive for revenue growth
- Knowledge of delivery and logistics processes & practices, including warehousing, back-office systems and delivery partners, services, pricing and execution.
- Understanding of local & global website architecture, including hosting, platform, plugins and payment systems to ensure a predictable & consistently reliable user experience – Magento experience preferred.
- Experience in working within a marketing/planning environment.
- Experience in building and identifying digital analytical objectives.
- Advanced level of experience in cycle plan management and stakeholder alignments
- Experience of using Google Analytics, SFMC, etc
- Experience in working with site optimization tools for A/B testing.
- Innovative and creative skills to locate the digital customer success.
- Strong planning and execution skills in project delivery.
- Ability to work under extreme pressure to hit time and budget requirements.
- Clear, concise presentation skills at all levels.
- Optimistic, can-do attitude to succeed at every level.
Technical / Functional / Leadership Skills Required
- Make tough decisions quickly and proudly stand accountable for them.
- Resilient & fearless attitude to beat the competition.
- Speed matters. Set clear direction and move quickly.
- Ensure the best quality products for our consumers, the best place to work for our people and the best results for our shareholders.
Education / Qualifications / Certifications Required
- Proven experience working in a FMCG and/or digital environment.
- 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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