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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 TobaccoUK has an exciting opportunity for a Digital Planning Manager in London, UK.

ROLE POSITIONING AND OBJECTIVES

The Digital Planning Manager is a strategic role responsible for driving business growth, execution and continuous optimization of the Digital Strategy. In partnership with the Head of Omnichannel Planning and Media, this position will guide the development and alignment of strategies, plans, and goals to ensure successful outcomes across all media channels.

This role will utilize data and insights to integrate paid, owned, and earned media channels, ensuring messaging consistency and effectiveness. 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.

As a key member of the team, the Digital Planning Manager will enable brand teams to effectively leverage data-driven brand storytelling and collaborate with the Consumer Experience teams to execute on digital priorities. This position plays a vital role in bridging creative marketing initiatives with measurable business outcomes.

Your key 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 initiated and global 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 when it comes to the App, ie. Lead planning, roadmap management, enhancements and delivery timelines together with the global stakeholders.Lead the project management for the connectivity, through all stages from ideation to go live.Day-to-day management of the App in collaboration with platform and CRM teams.In collaboration with brand and marketing activation teams, to connect the App to a 360-degree activation strategy, making sure all relevant activities are also incorporated into the program.Update and create new content/activities for the App together with the agency and other stakeholders in the activation and brand teams.Track, monitor and report performance VS KPIs towards wider digital team and relevant stakeholders.

What are we looking for?

Min 4-7 years of experiences in Digital Activation/ eCommerce / CRM/ Loyalty/ with proven track of successful digital project management. Experiences in regional Digital roles from FMCG or CPG, preferred.Working knowledge of MarTech stack. Understanding of E-commerce management systems eg. Magento, Shopify and/or basic knowledge of SFMC desirable.Previous project management experience for complex projects.Well versed and proven track record in managing Agency partnerships and internal stakeholders’ relationships.Ability to manage and interact with senior stakeholders.Strong Digital acumen. Well verse with the latest trends, innovation and capabilities in the market.Deep working knowledge and hands on experience of Digital channels and how digital and offline integrate for consumer experience.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.Proven track record in planning and management of complex programs, i.e. delivering Digital Marketing & eCommerce programs and/ or campaigns in various end market.Microsoft tools proficiency with excellent Power Point skills.Either in Agency or in house FMCG digital brand campaign planning and optimisation experience.Experience of utilising project management software such as Monday.com, Workfront, Microsoft planner to plan, execute and optimise campaigns.

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. Skillful 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.

Education / Qualifications / Certifications Required

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

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