BAT is evolving at pace into a global multi-category business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World. To achieve our ambition, we are looking for colleagues who are ready to join us on this journey! Tomorrow can’t wait, let’s shape it together!
British American Tobacco UK has an exciting opportunity for a Global Senior Brand Manager (Ryde) in London
What are the key objectives and expectations from this role?
BAT has entered an exciting part of its transformation journey beyond nicotine with a new category Wellness & Stimulation. We have recently launched our first global Wellbeing brand called Ryde: from The Water Street Collective into the Wellness & Stimulation consumer product category. It’s now selling in the US, Canada and Australia. We are therefore creating and launching our first global Wellbeing brand, which is exciting!
The Water Street Collective (TWSC) is a private limited company incorporated in the UK as a wholly owned subsidiary of BAT. While the BAT connection gives the business huge reach and scalability, TWSC is operated independently from the BAT business.
TWSC is passionate about making people feel good. We started out as a group of non‑conformists in a corporate world, who noticed the people around us struggling to balance the demands of everyday life. We saw the need for change and created feel‑good wellbeing products for all under the Ryde: wellbeing shots range.
Your key responsibilities will include:
- Lead the Brand Communications model for Ryde: building the global brand presence across ATL and BTL consumer channels
- Campaign strategy – from consumer insight to full 360 campaign activation model
- Content development – from briefing to final asset production
- Media planning strategy with media agency and local markets
- Campaign in‑store activation, including POSM and promotional mechanics
- PR strategy for local amplification and earned media
- Brand Partnerships from brief to development
- Lead results, analysis and learning on each campaign with local marketing and SPI teams
- Lead the Brand Social Engagement model for Ryde, managing the brand social accounts on Instagram and TikTok (@drink.ryde) with key metrics of follower growth and content engagement
- Lead social media content ideation and planning
- Manage influencers and creators from brief to partnership
- Create content showcasing our brand assets and AI design tools
- Post via Sprout platform
- Lead community management (reactive and proactive)
- Manage social boosting with paid media
- Lead social performance analysis and learning
- Lead and inspire external influencers, land communications planning in US, Canada & Australia, guide and inspire local marketing teams to amplify campaigns locally
- Contribute to developing outstanding brand marketing opportunities for Ryde, inspire, empower and develop end‑market brand teams to amplify locally
- Ensure marketing activities align with TWSC culture and international marketing principles and social media guidelines
What are we looking for?
- Senior marketing professional with proven experience in brand development and building, including global ATL & BTL campaign creation from ideation to media planning and budgeting.
- Strong creative and communications expertise across all channels, including social media, digital, influencers/creators, paid media (OOH, TV, radio), earned media and in‑store activation, with hands‑on social media management experience.
- Proven track record in launching and scaling global campaigns across multiple markets, guiding local teams in international B2C environments.
- Passionate about brand building and launching or growing FMCG brands, supported by strong digital campaign and content strategy expertise.
- Creative problem solver able to develop compelling campaign ideas and content direction.
- Strong interpersonal, communication, presentation and influencing skills, with experience in agency leadership and collaborator management.
- Data‑driven and results‑oriented, with strong analytical thinking, sound decision‑making, and project management skills (including agile).
- Graduate degree or certification/diploma(s) across marketing fields (e.g., master’s in marketing or equivalent experience).
What we offer you?
- A market‑leading annual performance bonus (subject to eligibility).
- Benefits vary by country and include diverse health plans, work‑life balance initiatives, transportation support and a flexible holiday plan with additional incentives.
- Career progression within an environment that thrives on internal advancement – your next chapter starts here.
- Access to online learning platforms and personalized growth programs to nurture leadership skills.
- 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 at BAT. We welcome individuals of all backgrounds, regardless of gender, sexual orientation, marital status, gender reassignment, race, religion, nationality, disability, age, skills, experience, education, socio‑economic background or veteran status. Embracing talent from all backgrounds strengthens us and helps meet our business goals.
We view career breaks as opportunities, not obstacles. Through The Global Returners program we support professionals restarting their careers after an extended absence from the workforce.
Come bring your difference and see what is possible for you at BAT. Learn more about our culture and award‑winning employee experience.
If you require any reasonable adjustments or accommodations to help you perform at your best during the recruitment process, we encourage you to notify us. We are fully committed to supporting you by making appropriate arrangements.
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