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!
FUNCTION: Marketing
SUB-FUNCTION: Consumer Experience / Digital Marketing
CITY & COUNTRY: Pakistan
GEOGRAPHIC SCOPE: Korea & Japan


ROLE POSITIONING AND OBJECTIVES


This role is pivotal within the APMEA North Performance Management team, where its primary focus is on supporting digital platforms and analyzing performance to improve the overall consumer experience and digital ecosystems. By continuously optimizing performance and deriving actionable insights, the team strives to drive better business results.


Based in GBS, this position reports directly to the head of APMEA North Performance Management. Its core responsibilities include delivering analytics, insights, and implementing new digital capabilities. These efforts are geared towards encouraging cross-category business growth and collaborating closely with the Consumer Experience and Digital Marketing teams.


A detailed understanding of FMCG D2C Ecommerce, digital analytics, and digital marketing activation is imperative for this role. It requires individuals who can use diverse data types and information sources efficiently to achieve strategic objectives.


WHAT YOU WILL BE ACCOUNTABLE FOR


Managing & Optimizing Performance:

• Assist the Consumer Experience and Digital Marketing teams in using data for decision-making by generating insights.
• Aid in ongoing digital performance improvement by crafting consolidated dashboards for reporting sessions.
• Contribute to the development of comprehensive category views by touchpoint, achieving this through the creation of performance dashboards on key business Key Performance Indicators by the end of 2024.
• Support the analytics framework to ensure marketing initiatives are performance-focused, encompassing outputs or initiatives across functions like Insights, CX, and Commercial.
• Showcase category performance-focused marketing by providing a comprehensive overview of metrics across DM verticals.
• Analyze trends across digital touchpoints (e.g., Web, Social Media, CRM, Paid Media, Search) and offer solutions and recommendations within the Digital team.

Developing New Capabilities:

• Support the organization, across categories, in encouraging a performance-focused culture by facilitating capability-building sessions on tools and performance.
• Assist in optimizing and delivering a more effective and agile digital strategy by using past data-driven insights alongside enhanced capabilities (MMM, AM).
• Provide internal advisory support, spanning categories and the organization, by sharing best-performing practices and strategies for driving incremental growth.
• Contribute to improving cross-category performance management models by introducing new data measurement models.
• Aid in optimizing platform strategy by delivering in-depth reports.

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE


Experience

• 3+ years of experience in Digital Marketing, Data Analytics, or Digital Agencies, with a focus on senior partner management and project management within large-scale organizations.
• Key Attributes:
  • Strong communicator
  • Analytically focused
  • Leadership capabilities with a drive for results and clarity
  • Ability to build partnerships with partners
  • Agility in dealing with ambiguity
  • Ability to manage pressure efficiently
  • Credibility with digital analytics tools
  • Technologically sophisticated

Technical/Functional/Leadership Skills Required:

• Proficiency in data ETL, analytics, and management, using tools such as Excel or other data processing tools. Proficient in handling data from various sources like Adobe Analytics, Power BI, Salesforce, Sprinklr, and Similar Web.
• Marketing acumen with a grasp of global digital marketing trends and capabilities.
• Strong analytical focus to leverage information for decision-making within the business.
• Commercial awareness and understanding of consumer behavior, along with knowledge of BAT strategy and business model.
• Excellent interpersonal skills for communication with senior and other levels of staff within and outside the organization.
• Ability to present data in a structured framework, providing actionable insights.
• Hands-on experience in interpreting data, formulating reports, and making recommendations.
• Capability to embed new initiatives and technologies into day-to-day activities.
• Timely delivery of quality insight reports for digital touchpoints, launches, and campaigns.
• Ability to drive clarity and obtain buy-ins from partners.
• Proficiency in business English with effective communication, briefing, and presentation skills.
• Basic understanding of campaign measurement methodologies, including attribution models, correlation studies, and audience performance analysis.

Education/Qualifications/Certifications Required:

• Bachelor’s degree in a quantitative field such as Computer Science, Engineering, Statistics, Mathematics, Economics, Finance, or related fields.
• Experience in Agency or Management Consulting is preferred.

BENEFICIAL

• Proficiency in people management
• Familiarity with coding languages such as DAX and SQL
• Fluency in Korean or Japanese languages

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.