Digital Marketing Manager at British American Tobacco

Job Number: 31304
Level: Experienced Professional
Appointment Type: Permanent
Reports to: Head of New Categories
Reporting Level: Middle Management
Geographic Scope: West and Central Africa Region

Details

• BAT is evolving at pace - truly like no other organisation.
• To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey!

Role Positioning and Objectives

• The individual has to have a consistent track record of developing digital marketing strategies, implementing digital ecosystems and have experience in leading and developing people while working effectively within a robust and diverse team.
• You will be leading innovative multi-channel end to end strategies for the constantly evolving digital ecosystem and working in a multifunctional team to build successful digital operations and setting important metrics for all digital touchpoints.
• You’ll need to be experienced, driven agile, willing to challenge the status quo and easily switch between offering strategic leadership and day to day hands on operational excellence in a fast paced and changing environment. Your knowledge will craft the digital strategy, steer standard methodologies and build strategies to drive online traffic, conversion and retention.

Main Accountabilities

• Develop, support and own the short and long-term digital strategy
• Ensure full alignment of digital strategy with identified Business & Marketing objectives
• Establish clear goals and targets for the company and the team
• Ensure sustainability of the channel from a performance and financial standpoint
• Collaborate with other functions & units to lead overall online presence of the company
• Constantly thrive to develop new touch points and increase the reach of the digital channel, provide thought leadership and perspective for adoption where appropriate
• Ensure detailed reporting of internal, external and competitors’ digital activities in order to identify trends and insights, and optimize spend and performance
• Guide and support the entire team with the deployment of the strategy
• Propose and implement approved technological roadmap to support the business strategy.
• Identify and partner with the right agencies, technology suppliers and specialists to increase digital marketing results
• Map portfolio of suppliers with the vital capabilities to deliver the objectives, according to BAT’s procurement & IT standards.
• Plan, track and report on digital marketing budget aligned with current planning and reporting structure
• Accountable for the delivery of the digital portfolio, guaranteeing accomplishment of goals, schedule, cost, resources, quality and alignment with global structures.
• Effectively collaborate, drive accountability with Information and Digital Technology (IDT) Team and play a lead role in Digital cell to deliver digital roadmap. Delivering on Marketing and IDT critical metrics.
• Effectively communicate status of the portfolio for top teams (i.e. Marketing and IT).
• Regular review of agreed digital metrics including return on investment, suggesting improvements and seizing opportunities.
• Pro-actively share knowledge and expertise, be the source of information and inspiration on the latest trends in the digital arena.
• Engage and empower the marketing team to thrive in a fast pace environment
• Coordinate performance, development and career of the team
• Embed digital marketing as a new channel for the organization
• Lead projects teams and makes sure they stay productive by taking project issues off of their hands (remove blockers and showstopper).

Experience, Skills and Knowledge

• Bachelor's degree in Marketing and/or Information Technology or related field, NYSC Completed
• 7 years+ of demonstrable Digital Marketing and/or Digital IT leadership experience in roles of increasing complexity and accountability.
• Strong understanding of key marketing principles: consumer centric and journey, user experience, target audience, media planning, etc.
• Proven experience in designing & implementing direct to consumer digital marketing strategy including; e-commerce, database acquisition and management, CRM activation, content development, SEO, social media activation and digital paid media. As well as Mobile, ecommerce, Social, Web and UX technologies expertise
• Previous experience in consumer goods or retail industries or digital agency is preferred
• Managing suppliers and agencies and getting the best from them
• Creative, able to work in a matrix fast paced environment and plan time accordingly
• Ability to influence and gain on board effectively at all levels
• Strong communication skills, both written and verbal. English is a requirement, French an asset.
• Any professional certification in digital technologies (e.g. APIs, Cloud, etc.) and Agile Project Management (e.g. SCRUM, PMI, etc.) are desired.