Area Head of Consumer Technology

at  British American Tobacco

ACCOUNTABILITIES

• Strategic business interface with relevant boards / functions in DRBU
• Ensures planning, smooth deployment and value realisation of IDT Capabilities in the DRBU – considering a philosophy of Globally Designed – Locally Deployed.
• Ensure compliance with global policies and standards and familiar with latest technologies around D2C functions
• Extensive Expertise of Marketing Traditional Channels and D2C Digital Channels, including technical, market place, customer considerations and traditional marketing discipline (SEO, customer segmentation, paid search, social media, paid media, email marketing, lead generation, database management, website optimization)
• Collaborate with D2C Department to ensure successful online presence. Data analytics & insight knowledge, experience with digital marketing key performance metrics (e.g. acquisition, conversion, etc.)
• Constantly thrive to develop new touch points increase the reach of the digital channel, provide thought leadership and perspective for adoption where appropriate
• Engages with the leadership team of business function to gain a thorough understanding of the business processes, functional strategies and priorities and become trusted, strategic advisor
• Effective introduction of internal / external expertise in order to provide insights and added value to the business
• Ensure effective stakeholder relationships with the Business and IDT – provide the voice of IDT in the Business and voice of the Business within IDT
• Drive commercial outcomes in line with the strategic priorities proactively using technology as an enabler
• Develop talent within team, drive a high performing team culture
• Effective orchestrator and communicator across multiple IDT and non-IDT functions
• Working with diverse stakeholders, globally and locally
• Aligning across all omni channels to ensure end to end capability requirements are understood and reflected
• Working across agile and waterfall methodologies.

EXPERIENCE REQUIRED

• Experience of leading, influencing and operating in a complex geographical/ functional matrix organization
• Demonstrable experience in designing & implementing route to market and direct to consumer marketing technology including: e-commerce, content management platforms , mobile, email marketing, database acquisition , paid search, paid media, and management, CRM, SEO, social media, analytics, openAPI
• Experience delivering through Traditional & Agile frameworks
• Strong understanding of key marketing principles: consumer centric and journey, user experience, target audience, media planning, etc.
• Managing suppliers and agencies and getting the best from them
• Strong communication and influencing skills, both written and verbal
• An ideal candidate from a non-BAT background will take 4-6 months to learn BAT processes and governance before being fully productive
• Previous experience in consumer goods or retail industries is preferred

TECHNICAL / FUNCTIONAL / LEADERSHIP SKILLS REQUIRED

• Extensive Business Partnering and stakeholder management skills
• Considerable functional change management experience with advanced stakeholder and risk management skills
• People leadership of large, culturally diverse virtual teams

EDUCATION / QUALIFICATIONS / CERTIFICATIONS REQUIRED

• Degree Educated, with 3-5 years post graduate work experience in relevant fields

WHAT ARE THE KEY OBJECTIVES AND EXPECTATIONS FROM THIS ROLE?

To work in partnership with the Direct to Consumer Functions in the respective DRBU Geographies as a trusted advisor in order to translate business strategies into IDT plans, leading the implementation & activation of Digital Technology and budgets and providing insights to drive improved business performance. The role is part of western Europe IDTLT and will drive deployment of IDT Designs (Capabilities, Plans) into End Markets Deployments.

At BAT we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.

• Global Top Employer with 53,000 BAT people across more than 180 markets
• Brands sold in over 200 markets, made in 44 factories in 42 countries
• Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
• Diversity leader in the Financial Times and International Women’s Day Best Practice winner
• Seal Award winner – one of 50 most sustainable companie