Head of Omnichannel Platforms Experience

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**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.

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**:
**STAYING AHEAD OF TRENDS AND OPPORTUNITIES TO BUILD CAPABILITIES & DRIVE BUSINESS GROWTH**
- Develop and maintain strong working knowledge of the Brand and Business agenda and objectives.
- 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. This, to identify growth opportunities, improving Brand presence, and/ or gaps in the market. Net, effectively guide BAT Brands down successful paths in response to changes in the competitive landscape or industry trends.
- Evaluate emerging trends and/ or technologies that can benefit BAT WE’s business. Provide thought leadership and perspective for adoption, where appropriate.
- 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:

- Lead the co-creation of the Digital Omnichannel strategy, plans and programs to achieve the agenda. Ensure the injection of Omnichannel platform experience expertise to enable to strategy.
- 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. Ensuring that the business priorities are resourced to achieve the strategic agenda. This should cover, but not exhaustive:

- Consumer/ Audience segment analysis to determine the most effective approach to deliver the best-in
- class omnichannel platform experience through ACR journey.
- Consumer journey analysis to determine the opportunities and pain points across the Omnichannel touchpoints, e.g. such as websites/ E&E/ 121/ eRetailer/ Apps/ vending machines, call center, etc.
- 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.
- Effectively communicate Omnichannel Platform vision, strategy and performances to stakeholders at all levels. Influence, get buy-in.
- Lead annual and quarterly integrated planning process, including the development of initiative and spend optimization plans. Engage with relevant stakeholders in DRBU and End Market to align.

**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.
- 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 (e.g. Creative, UIUX, IT, Operations). This, to ensure the Omnichannel Platform plans and roadmap are synched, well supported to enable WE’s business agenda.