Head of Omnichannel Platforms Experience

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 UK has an exciting opportunity for a Head of Omnichannel Platform Experience, in Chiswick, London.

FUNCTION: Marketing

LOCATION: Chiswick, London

ROLE POSITIONING AND OBJECTIVES

The Head of Omnichannel Platform Experience in the Consumer Experience Digital function is a part of the Area Digital leadership team and is responsible for overseeing the development, management, operationalization and optimization of all platforms across our omnichannel ecosystem to drive Brand presence (Equity) business sales revenue (NTO), enhance consumer satisfaction (CSAT) and retention (NPS, Contactable Consumer Growth). This, with the objective to create a class-leading Brand consumer experience by leveraging data and insights to inform decision-making, prioritize initiatives, and manage the delivery of key commercial initiatives.

To name a few platform touchpoints, this includes websites, eRetailer/ marketplaces, social media, brand ambassador tools, own retail tools, etc. This role involves ideating, articulating, and executing platform strategies, improving user experiences offline & online, collaborating with cross-functional teams to ensure alignment with overall business objectives, steer performance and budget management.

The ideal candidate will have under his/her belt a proven track record in managing and delivering successful Omnichannel platforms, strong leadership & stakeholder engagement skills, is commercially attuned, experienced offline & online marketing activations, have a passion for digital innovation, UIUX design & performance analytics - in all, committed to enable and contribute towards in delivering the business growth (NTO, Brand Equity) and exceptional consumer experiences (NPS, CSAT & Contactable Consumer Growth).

This position offers the opportunity to lead a team, innovate, and significantly contribute towards the company's growth and successes.

Your key responsibilities will include:

1. Develop and maintain strong working knowledge of the Brand and Business agenda and objectives.
2. Perform strategic analysis of BAT's business environment, including customer needs, competitive realities to identify emerging trends, unique market opportunities, and internal capabilities, that will elevate the Brand's business in the Digital and eCommerce environment.
3. Evaluate emerging trends and/or technologies that can benefit BAT WE's business. Provide thought leadership and perspective for adoption, where appropriate.
4. Provide best practice and learnings on Omnichannel Platform topics. Lead the knowledge sharing/building into WE Marketing teams.

With strong working knowledge of Brand and Business agenda, Global and Regional roadmaps, collaborate with cross-functional teams. This includes, but not exhaustive:

1. Lead the co-creation of the Digital Omnichannel strategy, plans and programs to achieve the agenda.
2. Collaborate with cross-functional teams to translate and design Brand Comms initiatives/ Brand NPI launches/ Cycle Activation plans/ Omnichannel priorities, etc, into a comprehensive Omnichannel Platform strategy, requirements, resourcing and operational plans.
3. Collaborate with cross-functional teams to oversee and monitor the deployment and delivery of the defined initiatives on roadmap to meet the strategic business objectives.
4. Effectively communicate Omnichannel Platform vision, strategy and performances to stakeholders at all levels. Influence, get buy-in.

MANAGING THE DELIVERY OF STRATEGIC INITIATIVES

With aim to steer various Omnichannel Platform Programs/ Projects towards the achievement of the defined and/or optimized strategic plans, you are responsible to drive cross-functional collaborations and stakeholder engagement.

1. Proactively connect, engage, partner and foster relationships with cross functional teams (i.e. Brand, Commercial, Consumer Experience, IDT, SPI, I&F, GBS, etc) in Global, DRBU, End Markets, and Agency partners.
2. Representing the wider Digital & Omnichannel team, act as the trusted partner and influence towards the successful outcome of strategic plan deployment.
3. Manage the timelines, budgets and team to deliver upon day-to-day management or implementation activities for smooth operations and delivery; and within budget.

OMNICHANNEL PLATFORM MANAGEMENT ACROSS WE

1. In collaboration with IDT, GBS, CX Activation, Trade/ Key Account teams and their appointed partners, oversee the end-to-end management of the Omnichannel Platforms, ensuring its stability, reliability, security, compliancy and scalability.
2. Drive the development and implementation of new features and functionalities based on performance insights, user feedback/ voice of consumer, and business needs.

USER EXPERIENCE ENHANCEMENT

1. Act as the custodian for WE's Platforms across the Omnichannel touchpoints.
2. Champion the importance of user experience (UIUX) across the Omnichannel Platforms, ensuring ecosystem integration, intuitive and seamless interactions for all users.
3. To be "consumer obsessed"! Utilize best practices and data-driven insights to foster a culture of innovation, continuously improvement, and consumer-centric thinking within the team to enhance consumer experience, driving increased user engagement and satisfaction (NPS and CSAT).

CUSTODIAN OF PLATFORM PERFORMANCE & ANALYTICS

1. Leverage data analytics and insights to inform strategy and decision-making, as well as, measure the impact of Omnichannel Platform enhancements on business outcomes, user engagement and satisfaction.
2. Monitor Omnichannel Platform performance metrics to uncover trends and dissect insights.
3. Prepare and present regular reports to senior stakeholders on Omnichannel Platform performances, user experience, and strategic initiatives.

HOW SUCCESS CAN LOOK LIKE IN THIS ROLE

Leading the team to work as one team, as well as, with close collaboration with internal and external stakeholders, to deliver the agenda for the End Markets in the Western Europe Area.

What are we looking for?

1. Proven experience in Digital Strategy/ eCommerce/ Omnichannel Platform development and management roles.
2. Proven experience and track record from strategy & plan creation, to bringing it live.
3. Past experiences from FMCG or CPG is preferred.
4. Have strong understanding and deep working knowledge of Omnichannel ecosystem in business context.
5. Proven track record in leading and managing the development, delivery, operations and optimization of omnichannel platform products.

Education / Qualifications / Certifications Required

1. University degree. Preferably, major in Digital Marketing, eCommerce and User Experience Design.

What we offer you?

1. We offer a market leading annual performance bonus (subject to eligibility).
2. 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.
3. Your journey with us isn't limited by boundaries; it's propelled by your aspirations.

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 take pride in being a Disability Confident Employer.