Brand Manager

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Employer: British American Tobacco
  • Marketing
  • Job type: full-time
    Job level: 1 - 5 years of experience
  • Updated at: 18.12.2020
    Short company description

    British American Tobacco is a leading tobacco group, with brands sold in more than 200 markets. We employ more than 57,000 people and, with over 200 brands in our portfolio, we make the cigarette chosen by one in eight of the world’s one billion adult smokers. We hold robust market positions in each of our four regions – Americas; Asia-Pacific; Eastern Europe, Middle East and Africa; and Western Europe – and we are leaders in more than 60 markets.


    Essential requirements

    University Degree in relevant fields;
    Possesses strong knowledge of marketing techniques (quantitative & qualitative), their application and limitations;
    Technical, analytical and cross-functional collaboration experience;
    Proactive mindset, self-driven and motivated;
    Comfortable working in a matrix environment;
    Organisation structures, works collaboratively and not easily fazed by ambiguity;
    Has confidence to challenge and offer recommendations for business result improvement;
    Structured & organised way of thinking; able to synthesis key information from diverse sources
    Excellent interpersonal & communication skills, ability to modulate tone and message. depending on meeting agenda, stakeholder seniority and desired outcome;
    Lateral thinker - problem-solver mindset, constructive;
    Displays leadership characteristics; able to inspire & develop team members.


    Job purpose and key deliverables:

    Ensure the implementation and development of effective planning and strategies.
    Achieve volume objectives and market share of the BAT within the market by performing key activities in accordance with the company's vision and goals and based on market dynamics and consumer knowledge.
    Reach the level set of key indicators: Consumer Share, Notoriety, Test / Purchase Level, Brand Image Evaluation.
    Contribute to the development of annual and longer-term business plans; forecast performance against business key performance indicators; develop business cases for key activities/projects; and estimate the financial and human resources required to deliver performance targets. Take responsibility for all aspects of an efficient planning cycle process, including long- and short term development and marketing activities.
    Stay well-informed of trends in the marketplace to ensure a competitive position on the market.
    Responsible for allocation of the budget which is agreed with Head of Marketing.
    Develop and obtain approvals to support budgets of Brand activities and to maintain an updated status regarding the expenses/ remain in real time.
    Provide recommendations and key relevant information to stakeholders and proactively collaborate with parties involved to achieve business results in an efficient manner.
    Manager the business partnership with the Advertising Agencies as to ensure the efficient implementation of advertising campaigns, the production of materials and the implementation of all programs in accordance with the agreed activities, legal provisions and global standards of the Brand.
    Ensure product competitiveness by monitoring the quality and characteristics of BAT products and competition and through developing the product and packaging under the agreed conditions. Serve as ambassador for the essence of the brand and maintain a portfolio of brands, defining the measures used to determine brand effectiveness and using the results to inform future activities.
    Use BAT’s formal development framework to identify the team's individual development needs.
    Plan and implement actions, including continuing professional development to build professional capabilities.
    Provide informal training or coaching to others throughout the organization in own area of expertise to enable others to improve performance and fulfill personal potential.

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