ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE

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

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.

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 Englis