Cross Category Insights Manager at BAT

ROLE SUMMARY

What are the key objectives and expectations from this role?

• Drive and lead a strong multicategory Insights and Foresights, to improve consumer understanding and identify actionable opportunities to support the strategic and commercial agendas for SSA.

ACCOUNTABILITIES

• Lead the function’s strategy for generating consumer & market insights/foresights, being the “voice of the consumer” to support the strategic & operational decision making.
• Deliver Quarterly Narrative on Cross Category Performance: Conversion Metrics, Consumers, Usage & Consumption, along with insights on Consumer Growth drivers for the Nicotine Categories and key markets (combining different sources – supported by GBS team on both consumer and retail data)
• Lead the industry glidepath view for SSA twice a year, with the support of FMC Insights and NC Insights team, alongside with GBS team which will be accountable for the tracking.
• Deliver actionable Foresights on Key Cross Category Global Themes (e.g., Total Nicotine Glidepath, Poly-usage, Consumer Journeys and Moments).
• Lead the Multi-category studies for SA, NIG and KY: Incidence and Segmentation with agency support.
• Support on building digital capabilities and integrating data analytics to achieve measurable, efficient, and agile ways of looking at insights and data through GBS partnership.
• Handle internal relationships with Category Team, Finance, IT, key EMs and externally with research/Data Agencies to ensure projects execution and delivery OTIF.
• Support to drive simplification for a successful agile environment.
• Transform marketing culture through flexible methods of working.  

EXPERIENCE, SKILLS, KNOWLEDGE

ESSENTIAL

• Bachelor’s / Master’s degree or equivalent experience in Marketing or Business Administration, with proven experience in Market Research, Statistics, or related field
• Consistent track record in consumer marketing and business transformation.
• Expertise in Consumer Research Methodologies – Applications & Limitations and familiarity with Research tools and platforms.
• Strong analytical skills with the ability to define the consumer journey and leverage on data & Insights to develop strategy/decisions
• Strong ability with marketing strategy development backed up by insights and foresights
• Solid understanding of consumer behaviour, market dynamics, and portfolio strategy
• Ability to connect consumer, cultural, and market trends to business opportunities.
• High skilled on communication & storytelling: able to translate complex data into simple, compelling narratives
• Strong communicator with ability to flex style and having good presentation & engagement skills with the ability to lead strategic discussions with cross functional team
• Capable of driving and agenda involving multiple points of interaction & collaborators
• Able to accept challenging situation and good in problem solving through people
• Ability to manage agency relationship
• Strong budgeting and commercial competence.

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