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!
ROLE PROFILE
JOB TITLE: Senior Brand Manager
FUNCTION: Marketing
SUB FUNCTION: Brand Team
COUNTRY: Romania
ROLE SUMMARY
• As part of the DRBU Category marketing team, you will be responsible for supporting the planning, developing, and executing the strategy that drives category growth through our powerful global brands.
JOB PURPOSE AND KEY DELIVERABLES
• Lead development of a competitive cycle plan to grow the category for the respective EM (aligned with company plan target)
• Ensure global manifestos and toolkits are adapted in line with End Market specifics and needs.
• Ensure activities performance in line with Category targets and define measures if required
• Be the Ultimate brand ambassador and guardian ensuring consistent Brand building & Power growth
• Own category P&L for the respective EM.
• Be the Voice of the End Market in the Area, Regional & Global Category Teams ensuring End Market brand needs and gaps are catered for.
Reports to Category Manager/Area Head of Function
Number of Direct Reports 5-15
Core Relationships Internal:
• Area Category team
• Country Managers of respective end Markets, Head of Trade & Head of Activation, and their teams, other category teams.
• Global Category team, and other relevant global functions (Insights, Activation, etc)
• R&D, Product function, Legal & External Affairs, Marketing Finance, IT, Human Resources, NPI, Demand planning team
External:
• Creative agency, suppliers
Geographic Scope SEE Area
Travel Required Minimal (can be more a the first stage until relocation to Romania)
ACCOUNTABILITIES
• Full responsibility of deploying the brand & portfolio strategy into the respective EM
• Define projects to translate the Category strategy on the Market. Drive the project elaboration and implementation in coordination & collaboration with BAT internal stakeholders and external agencies.
• Monitor performance and initiate measures in case of deviations from the project plan and following changed parameters.
• Contribute to the planning process and proactive development of pricing, forecasting, distribution and product development for the respective Market.
• Develop and maintain a clear brand strategy & leverage opportunities in the market by defining key consumer insights, competitive analysis, technology trends and business needs.
• Lead external agencies to drive the marketing mix offer with effective packaging design and TTL communication, delivering against the brand objectives and commercial targets, ensuring the deployment of a globally consistent brand.
• Evaluate the performance of creative agencies in relation to the scope of work delivered vs. the provided briefs and overall company strategy
• Own the project budget and initiate counteraction in case of deviations. Develop and implement countermeasures in collaboration with Commercial Finance & End Market.
• Represent the brand as a brand ambassador on internal panels. Represent the brand concerns within BAT, and proactively share best practice within the area of Brand Marketing.
• Guide, motivate, evaluate and develop the reporting employees, using BAT’s formal development framework to identify the team's individual development needs.
• Develop effective working relationships with Global/Regional Marketing Deployment Managers to represent End Market/DRBU voice & to facilitate communications of brand/market information, share best practices and promote commitment/support behind implementation of brand strategies.
• Provide informal training or coaching to others throughout the organization in own area of expertise to enable others to improve performance and fulfil personal potential.
EXPERIENCE, SKILLS, KNOWLEDGE
ESSENTIAL
Experience Required
• Marketing professional with extensive and relevant experience (>~6 years) in all aspects of brand marketing and mix development gained within an international environment, international blue chip FMCG companies, and/or entrepreneurial consumer-facing companies. Experience in and understanding of business management, project management, product development, trade and consumer insights, copy strategy, BTL & Trade communication is crucial.
• Significant progress in building brands and managing in a competitive environment is essential. Innovation, creativity as well as clear strategic vision are important requirements.
• The principal skills required are in motivating/developing people, teamwork, thinking/operating strategically and decision making, together with an extensive appreciation of functions other than Marketing.
Marketing Capabilities Required
• It is expected that the job holder will have acquired the following capabilities at some level throughout experience.
Leadership Skills Required
• Proven innovative, agile, and continuous improvement mindset to challenge status quo (extremely important)
• Strong strategic/analytical and business judgement/decision-making ability to translate complex multi-dimensional insights, ambiguous paths into clear and actionable growth opportunities or directions to follow
• Resilience in navigating complex and diverse views of senior stakeholders to land often difficult messages through clear analysis and high influential skills
• High level of presentation skills – visualising powerful narratives & impactful delivery to inspire action
• Demonstrate high energy, confidence & dynamism to deliver consistent high-quality outputs & engagement in the fast changing and high-pressure businesses
• Passionate and effective about developing people and keeping them motivated though high-pressure environments
Foundations: Foresights, Brand, Commercial, Sustainability
Macros: Leading Edge Consumer & Business Intelligence, Evocative Brand Experiences, Profitable Growth Algorithm, Sustainable at the Core
Capabilities:
• Category Foresights & Macros trends – good to have
• Strategy & Objectives/KPIs – essential
• Brand positioning and ideal (DNA) - essential
• Persona & Consumer Journeys - essential
• Brand experience strategy - essential
• Marketing and campaign planning - essential
• Agency Management - essential
• Price Strategy & Setting – good to have
• P&L Analysis & Management – good to have
• Responsible Marketing - essential
• Delivering the Sustainability Agenda – good to have
• Possesses strong knowledge of marketing techniques (quantitative & qualitative), their application and limitations.
• Proactive mindset, self-driven and motivated.
• Comfortable working in a matrix environment, works collaboratively and not easily fazed by ambiguity.
• Has confidence to challenge and offer recommendations for business result improvement.
• Structured & organized 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.
• Global Mobility
Education / Qualifications / Certifications Required
• Graduate degree
BENEFICIAL
• Ideally with brand building experience in new or disruptive categories
EVALUATION CRITERIA
• Project delivery OTIF
• Brand volume sales and value share growth reflecting in NTO & marketing contribution growth
• Strengthening of Brand Power & improvement of conversion through consumer disposition funnel
• Profitability enablers delivery (COGs optimization, portfolio rationalization)
• Effective strategy execution and performance in the respective End Market
• Team development
EHS Addendum
What we offer you?
• We offer a market leading annual performance bonus (subject to eligibility)
• 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
• Your journey with us isn't limited by boundaries; it's propelled by your aspirations. Join us at BAT and become a part of an environment that thrives on internal advancement, where your career progression isn't just a statement – it's a reality we're eager to build together. Seize the opportunity and own your development; your next chapter starts here.
• You'll have access to online learning platforms and personalized growth programs to nurture your leadership skills
• We prioritise continuous improvement within a transformative environment, preparing for ongoing changes
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 wish to foster an environment where every individual can thrive, irrespective of factors such as 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, as well as diverse perspectives and thinking styles. We recognise that our strength lies in embracing talent from all walks of life, empowering us to develop our culture of inclusivity and better achieve our business objectives.
We view career breaks not as obstacles but as opportunities and encourage everyone, without hesitation, to apply. Through our Global Returners program, we provide support to professionals seeking to re-enter the workforce after an extended absence, be it for family care, parental leave, national service, sabbatical, or starting their 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.
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 who will be in touch should your profile be selected for the role you applied for. We are wholeheartedly committed to optimising your prospects of success by making suitable arrangements so that you may showcase your full potential.