Brand Manager - FMC Category

Overview

BAT is evolving at pace into a global multi-category business. Our purpose is to create A Better Tomorrow by Building a Smokeless World. 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 Brand Manager – FMC Category in London, Chiswick.

BAT is evolving at pace into a global multi-category business. With products like Vuse, Velo, and Glo, we’re on a mission to reduce the health impact of our industry. To achieve our ambition, we need colleagues who are ready to Be The Change.

British American Tobacco Hellas has an exciting opportunity for a Brand Manager – Combustibles, responsible for driving the strategy and performance of our combustibles category (cigarettes & fine cut) across multiple markets in Western Europe. (UK, France, Netherlands or Denmark)

This is a high-profile role within our Western Europe Marketing team, where you’ll work closely with senior leaders, global teams, and local markets to shape the future of one of our core categories.

Responsibilities

• Act as the main point of contact for the Combustibles category across 2–3 Western Europe markets.
• Collaborate with Global, Regional, and Area teams to ensure alignment on category strategy.
• Become a product expert and brand ambassador, providing insights and recommendations to drive growth.
• Partner with cross-functional teams (Insights, Trade, Finance, NPI, Supply Chain) to deliver business objectives.
• Lead New Product Introductions (NPI): managing specs, packaging, compliance, and artwork approvals.
• Track performance, analyse consumer insights, and drive pricing & portfolio strategies.
• Manage creative agencies for product-related communications (where permitted by regulations).
• Oversee budget tracking, category expenditure, and cycle plan initiatives.
• Support annual Strategic & Operational Marketing Plans (SMP/OMP) for Western Europe.

What are we looking for?

• Extensive experience in brand management, marketing, or a related commercial role (FMCG preferred).
• Reliable Project Management skills, strong sense of ownership and planning abilities.
• University degree in Marketing, Economics, Finance, or related field (Master’s is a plus).
• Strong analytical and commercial acumen with experience using consumer insights to shape strategy.
• Excellent stakeholder management and communication skills.
• Fluency in English (written & spoken).
• Proficiency in MS Office tools (Excel, PowerPoint, Word).

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 foster an environment where every individual can thrive, irrespective of gender, race, religion or belief, disability, age, or other diverse perspectives and thinking styles. We recognize 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 as opportunities and encourage everyone to apply. Through our Global Returners program, we provide support to professionals seeking to re-enter the workforce after an extended absence. 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 committed to optimizing your prospects of success by making suitable arrangements so that you may showcase your full potential.