Head of Omnichannel Platform 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

This is an evergreen requisition, meaning that we do not have a position available at the moment, however please apply and you will be contacted as soon as the position becomes available if your application is suitable.

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.
5. Lead annual and quarterly integrated planning process, including the development of initiative and spend optimization plans.

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 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.
4. 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.

OMNICHANNEL PLATFORM MANAGEMENT ACROSS WEA

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.
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.
3. Utilize best practices and data-driven insights to foster a culture of innovation, continuously improvement, and consumer-centric thinking within the team.

CUSTODIAN OF PLATFORM PERFORMANCE & ANALYTICS

1. Leverage data analytics and insights to inform strategy and decision-making.
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.

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.
6. Strong Omnichannel acumen. Well versed with latest trends, innovation & capabilities in the market.
7. Strong commercial acumen to link Omnichannel Marketing & Digital Commerce to the Category business and agendas.
8. Comfortable with digital performance data; can present data, communicate insights and recommendations in a simplified manner.
9. Have working experiences in Digital enablement, delivery and operations.
10. Well versed and proven track record in managing small to mid-sized teams, Agency partnerships and internal stakeholders' relationships.
11. Have hands-on experience in working in cross-functional and multi-disciplinary team setup.
12. A well-rounded leader and team player.
13. Excellent communicator in English, both verbal and written.
14. Excellent presentation skills.
15. High energy, team player and innovative thinker.
16. Strategic & critical thinker and problem solver.
17. A strong sense of accountability and ownership.
18. Proficient and have hands-on experience MarTech stack.
19. Proficient and have hands-on experience in Digital & eCommerce Advertising and Performance tools.

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.
4. You'll have access to online learning platforms and personalized growth programs to nurture your leadership skills.
5. We prioritise continuous improvement within a transformative environment.

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 view career breaks not as obstacles but as opportunities and encourage everyone, without hesitation, to apply.

Come bring your difference and see what is possible for you at BAT.

We take pride in being a Disability Confident Employer. If you need any reasonable adjustments or accommodations to be made during the recruitment process to support you performing at your best, please inform the recruitment partner.