Digital Planning Manager

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Join to apply for the Digital Planning Manager role at BAT

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 has an exciting opportunity for an Digital Planning Manager, Western Europe in London, UK.

Please note that this is not an actual opening, but a chance for us to reach out and to engage with talented future individuals, If you are interested, please apply and we will contact you should an opportunity suited to your capabilities arise.

The Digital Planning Manager is responsible for defining, planning, and executing Digital strategies and roadmaps across omnichannel channels. The ideal candidate will collaborate with cross-functional teams to enhance brand visibility, deliver seamless omnichannel user experience, engage target audiences effectively, and drive measurable business outcomes.

This role will see high utilization of data and insights to integrate paid, owned, and earned media channels, as well as ongoing omnichannel optimizations, to ensuring the successful delivery of the Digital & Omnichannel agenda. The primary objective is to create impactful strategies that connect brands with their target consumers, driving connectivity initiatives, traffic, conversions, and retention across both digital and physical stores.

Your Responsibilities Will Include

Digital Planning for growth and innovation

• Support the co-creation of the Digital strategy, plans and programs to achieve the agenda.
• Be the primary planning contact in the Consumer Experience team, understanding both end market and brand campaign goals. Optimizing success through research and analysis of current data sets pre, pro and post a campaign.
• Collaborate with cross-functional teams to oversee and monitor the deployment of the defined initiatives to meet the objectives of the strategy.
• Support annual and quarterly integrated planning process for Digital, including the development of initiative and spend optimization plans.
• Support initiative owners with day-to-day management or implementation activities for smooth operations and delivery, when requested.
• Collaborate with cross-functional teams to help to translate and design Brand Comms initiatives/ Brand NPI launches/ Cycle Activation plans/ Digital priorities, etc, into operational, resourcing and budgetary plans.
  
  

Project management

• Lead Area and Global initiated digital programs through all stages, from ideation through development and go live.
• Manage the timelines, budgets and team to deliver upon day-to-day management or implementation activities for smooth operations and delivery; and within budget.
• Influence and support initiative owners to identify opportunities, dependencies and key enablers; as well as, identifying risks and come up with mitigation approach to remove speed bumps. Constantly drive innovation, develop and implement mechanics and strategies to drive engagement rates and increase members onboarding.
• Steering both, creative and tech agency to deliver OTIF.
• Monitor and report progress to line manager and key stakeholders, ensuring progress on the deliverables.
• Collaborate with performance managers and analysts to track, monitor and report performance VS KPIs and report towards digital team and relevant stakeholders. Provide insights and recommendations.
• To proactively connect, partner and build relationships with cross functional teams (i.e. Brand, Commercial, Consumer Experience, IDT, SPI) – in global, DRBU, end markets, GBS and Agency partners. Representing the wider Digital team, be the trusted partner and influence towards the successful outcome of strategic plan deployment.
• With wider Digital Commerce x Category x Commercial team and Agency Partners, define and benchmark actionable “metrics that matters”; set the yardstick for success measure of the Strategy.
  
  

App /Connectivity management across ACR

• Be the go-to person to all relevant stakeholders (i.e. Global, Region and End Markets) when it comes to all things about the App. This includes, planning, project management, roadmap development and management, enhancements and delivery timelines.
• Lead the project management for the connectivity, through all stages, from ideation, testing, and go live.
• Collaborate closely with
• Global Connectivity team to provide research and insights into the App features. Push for prioritization and closure of backlogs, where relevant for the Western Europe markets.
• Cross functional teams (i.e. Platform Experience, CRM, IDT) and Agency Partners to ensure integration of the App to relevant omnichannel touchpoints, enabling a seamless consumer journey.
• Brand and Marketing Activation teams to connect the App to a 360-degree activation strategy, ensuring all relevant activities are incorporated and integrated into the Connectivity program.
• Responsible to oversee the content creation and update deployment activities for the App, in partnership with the agency partners and other stakeholders in the Brand and Marketing Activation teams.
• Analyse user data to optimize app performance. This can include App downloads, registration, feature usability, user engagement and retention/ stickiness.
• Track, monitor and report performance vs KPIs towards wider digital team and relevant stakeholders.
  

Essential

What are we looking for

Experience Required

• Min 4-7 years of experiences in the field of Digital Activation, eCommerce, CRM and Loyalty.
• Past experiences in regional Digital roles, Agency or in-house, from FMCG or CPG Digital strategy and activation/ eCommerce/ UIUX/ Optimization, are preferred.
• Deep working knowledge of Omnichannel ecosystem in business context and how various offline & online touchpoints integrate and synergize to deliver best consumer experience to achieve business outcomes. This, backed by demonstrable experience and proven track record in leading and managing the development, delivery, operations and optimization of omnichannel platform products (i.e. ecommerce websites, App, Brand Ambassador tools, ePOSM, SoMe, vending machines).
• Strong Omnichannel business acumen. Well verse with latest trends, innovation & capabilities in the market.
• Comfortable with digital performance data; can present data, communicate insights and recommendations in a simplified manner that is easily understood by stakeholders outside of Digital team.
• Have working experiences in Digital enablement, delivery and operations. Proven track record in planning and management of complex programs and stakeholders in the Digital & eCommerce in multi-market environment. Respects deadlines.
• Well versed and proven track record in managing Agency partnerships and internal stakeholders’ relationships.
• Comfortable to manage and interact with senior stakeholders.
  
  

Technical / Functional / Leadership Skills Required

• A well-rounded team player, that is experienced in flexing style accordingly to business scenarios and people seniority.
• Excellent communicator in English, both verbal and written. Is well versed with business and data storytelling.
• Excellent presentation skills. Skilful in taking complex details and converting it into a clear and engaging storyline to articulate across all stakeholders, internal and external.
• High energy, team player and innovative thinker that is committed to building key relationships across the business to positively influence business results through digital.
• Critical thinker and problem solver. Ability to work at both strategically and activation/ operational level.
• A strong sense of ownership. Is able to work independently on projects, collaborate effectively within teams and cross functionally, as well as manage BAT stakeholders and Agency Partners.
• Hands-on and self-starter, coupled with an always-on mode of self-learning and development.
• Has a challenger mentality – not afraid to try and fail to learn.
• Is passionate about all things Digital Marketing, Social, Media, CRM, Loyalty and eCommerce.
• Analytical channel expert You will identify opportunities to drive growth to maximising ROI through accurate reporting and constant evaluation of performance.
• Working knowledge of MarTech stack such as Adobe suites (AC, AEM, AM, AT, ADAM, Magento, etc), SFMC, SFSC, etc.
• Proficient and hands-on experience in Digital & eCommerce Advertising and Performance tools such as Adobe suites, Sprinklr, Google Marketing Platform, Google Search Console, PowerBI, etc.
• High proficiency in Microsoft tools such as Power Point and Excel skills.
• Experience of utilising project management software such as Monday.com, Workfront, Microsoft planner to plan, execute and optimise campaigns.
  
  

Education / Qualifications / Certifications Required

• University degree. Preferably, major in Business, Digital Marketing, eCommerce, Media and Communications.
  
  

BENEFICIAL

• Strong commercial acumen to link Omnichannel Marketing & Digital Commerce to the Category business.
• Solid time management and delivery quality. Respects deadlines and loves the devil-in-the-details.
• Strong performance management skills. Actively championing continuous improvement through test-and-learn and data-informed decision making.
  
  
  
  

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.

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.

Seniority level

• Seniority level

  Mid-Senior level

Employment type

• Employment type

  Full-time

Job function

• Job function

  Sales, Distribution, and Marketing

• Industries

  Manufacturing and Tobacco Manufacturing

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