Marketing Insights Manager

at  British American Tobacco

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE

• Strong marketing research experience in a similar-sized company or agency environment, preferably in FMCG space;
• Graduate degree level in business, economics or related technical field;
• Solid/Broad understanding of marketing and marketing research techniques (quantitative & qualitative), their application and limitations;
• Proficient in advanced data analytics and insights with a demonstrated ability to apply advanced statistical modelling tools;
• A demonstrable history of successful consumer product launches & pipeline development preferred;
• Understanding of the influence of macro and micro economic, business, environmental and consumer trends (nicotine and ex-category) and their relationships;
• Deep understanding of consumers, consumption patterns & behaviour, drivers of consumer choice and external influencers such as technological trends, regulatory trends, product trends etc.;
• Strong interpersonal, negotiation and influencing skills;
• Effective communication, briefing and presentation skills;
• Strong analytical skills & logical/creative thinking;
• Affinity with analytical activities and software systems;
• Commercial approach to all activities
• Exceptional initiative and strong decision-making ability
• Resilient, flexible, and confident to work in a fast-paced dynamic environment
• Project management skills.

ROLE POSITIONING AND OBJECTIVES

The role is spearheading global insights initiatives, driving breakthrough consumer understanding and informing strategic product decisions.
The job holder will lead insights research projects, fostering stakeholder alignment, and delivering actionable data-driven recommendations to enhance brand performance and consumer engagement.
Reports to
Head of Insights & Foresights
Number of Direct Reports
N/A
Core Relationships
Internal: Brand Categories, R&D, LEX, DRBU & Regional SP&I & Marketing teams, Digital
Marketing & Activation,
External: Agency Partners – Research, Strategy Consulting etc.
Geographic Scope
Global
Travel Required
Minimal

WHAT YOU WILL BE ACCOUNTABLE FOR

• Building, managing and driving the execution of the global insights plan with the aim to discover break-through consumer insights;
• Managing the identification, design and management of projects within the insights research programmes, ensuring stakeholder alignment and utilizing appropriate methodologies in line with operating procedures;
• Continuously tracking Category & Brand Performance (Consumer, Category, Consumption, Brand, Competitors, Brand Power & Comms) to highlight risks and opportunities
• Proactively generating data-driven, actionable consumer insights to drive comprehensive product strategy for delivering strategic vision & the Global Cycle plan;
• Driving the communication of consumer and brand centric insights to key stakeholders and across global category network;
• Conducting competitor analysis to track trends to build an emerging picture of consumers, including building an in-depth understanding of our customer’s full range of alternatives and positioning with respect to those alternatives;
• Advocating for the consumer & their product / sensorial needs within marketing and the R&D teams;
• Sharing research methodologies best practice and study outcomes to contribute to the continuous development of the team;
• Building relationships and credibility with the global category network and work in partnership to establish Insight needs and embed those insights back into the business;
• Actively supporting the development of BAT’s Global Marketing Research Partner agency capabilities to operate efficiently and effectively as well as deliver actionable insights to Category teams, R&D, Product and Marketing Solutions;
• Managing project documentation on the Hive Research system;
• Managing the team’s budget.

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.

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