ROLE POSITIONING AND OBJECTIVES

Purpose of this role is to contribute to building a strong social media and PR presence for the new category (PRRP) portfolio introduced by BAT, aligned with our vision for A Better Tomorrow™ and the ambition of creating a Smokeless World.
We are looking for a consumer-centric conceptual thinker with a deep understanding of social media platforms and the German media landscape to amplify brand equity and help deliver commercial targets.

To succeed in this role, you should be someone who:

• Is always up to date with the latest social media trends
• Has a keen eye for emerging talents and creators
• Believes in the power of impactful storytelling
• Thinks outside the box and brings fresh, bold ideas to the table

You will support and help build state-of-the-art, measurable campaigns that can be extended across other consumer experience touchpoints.

WHAT YOU WILL BE ACCOUNTABLE FOR

• Support the Social Media & PR Manager in delivering PRRP SoMe & PR Targets (e.g. reach, engagement rate & other metrics) through the on-time, in-full execution of launches and activations based on the campaign cycle-plan
• Drive the creative development and rollout of measurable activation concepts – including messaging, asset creation, KPIs, and coordination of local market approvals
• Collaborate closely with brand management team to ensure all communications are aligned with global brand strategy, positioning and visual identity
• Monitor and analyze channel performance, identifying new opportunities to elevate brands within the allocated budget frame
• Build and manage partnerships with press, celebrities, KOLs and content creators – always aiming for the most impactful outcome while staying aligned with local guidelines and BAT’s marketing principles
• Oversee and manage external agencies to ensure seamless execution of campaigns and extract key learnings to inform future initiatives
• Keep a close eye on competitors and emerging social media trends to unlock new creative opportunities
• Prepare and deliver senior stakeholder presentations, showcasing results, insights, and forward-looking recommendations

THE IDEAL CANDIDATE FOR THIS ROLE

• University degree in Marketing, Communications, Public Relations, or a related field – or equivalent professional experience with a minimum of 3-5 years in communications, PR, or social media role
• A consumer-first, creative mindset with a deep understanding of digital behavior and a passion for identifying and leveraging emerging trends and storytelling
• Proven expertise in the German media landscape, including strong relationships or working knowledge of key media outlets, celebrities, and content creators
• Demonstrated project leadership skills, with the ability to manage complex, cross-functional campaigns from concept to execution
• A high-level of ownership and initiative, with the ability to work independently, prioritize effectively, and deliver results in a fast-paced environment
• Strong organizational and stakeholder skills, including experience working with external agencies and global teams
• Excellent communication skills, with the ability to engage confidently with senior stakeholders and cross-functional partners
• A solution-oriented, entrepreneurial mindset, always looking for new ways to create impact and challenge the status quo
• Fluency in German (mandatory) and English