Omnichannel Own Retail Manager - Fixed term (12 months)

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 join us on this journey! Tomorrow can’t wait, let’s shape it together!

Role Summary

The Omnichannel Own Retail Experience Manager sits within the Conversion team, as part of the wider CX Capabilities team. The role will lead on the Own Retail Experience strategy and roadmap, ensuring that BAT is delivering an integrated and seamless experience, connecting offline and online.

The role will lead the Own Retail strategy and roadmap and will provide DRBUs and markets with guidelines on how to operate own retail most effectively, including:

• Location identification
• In-store experience/layout
• Staff engagement and management
• Merchandising
• Stock/inventory management

It will also provide a strong POV of the enablers required to support this, such as technology, content, people and culture. It will further identify campaigns and initiatives that will drive more footfall to own stores, e.g. sustainability and recycling, and work with Category teams to roll these out.

The role will work closely with the eCommerce Manager to ensure that the online and offline retail strategies are aligned, including activation tactics, as well as defining ways to bring footfall to stores through online platforms and in-store approaches to connect with online channels.

The role will work closely with other teams within Global Consumer Experience as well as TM&D and DBS, to ensure a consistent and seamless consumer journey is delivered across channels. It will lead development and deployment of solutions which enhance consumer experience regardless of the channel of purchase.

It will collaborate with the dCommerce, CRM and Loyalty teams to drive channel agnostic experiences that enhance engagement and drive growth. It will also work closely with Global TM&D, TM&D Head of Shopper Experience and Head of Cross-Category CX Strategy to implement multi-category omni channel solutions and services.

The role owns all capabilities that fall within own retail as well as channel orchestration and will ensure these are updated and stay relevant across the BAT Capability Compass. The role will ensure the right metrics are tracked, such as NTO, NPS, engagement rates, traffic etc. It will further capture in-store consumer feedback and share these with relevant teams to help prioritisation, including Category and Product teams.

Direct Impact

The Own Retail Experience Manager will ensure that BAT is delivering best-in-class omni channel experience and accelerate own retail capabilities. The role will ensure that Markets & DRBUs are educated on guidelines and that O2O activities are aligned with other acquisition, conversion and retention activities. It will also drive alignment between online channels and in-store activities, to support omnichannel commerce experiences.

Leadership & Reporting

Reports to: Head of Conversion
Number of Direct Reports: 0
Core Relationships: Internal – Category Teams / GCE (CX Strategy, CX Capabilities, Content, Partnerships) / DRBUs/Markets / Marketing DBS / TM&D External – Retail Activation and Operation suppliers, design agencies

Geographic Scope: Global
Travel Required: Up to 10% of time

Accountabilities

• Shape cross-channel strategy enabling seamless omnichannel consumer journeys online to offline.
• Maintain and implement a cohesive own retail strategy, integrating digital and offline tools.
• Deliver the Own Retail strategy and roadmap, ensuring that these align with the wider global CX strategy.
• Recommend and deploy guidelines for DRBUs/Markets to continuously improve commercial delivery of own retail channels, and support markets with activation.
• Focus on driving consumer satisfaction in-store and ensure feedback is gathered to continuously optimise operations.
• Identify new trends in the markets that will impact consumer and shopper behaviours, and ensure these are deployed within stores.
• Support data capture and loyalty initiatives in stores, working with DBS to review key technology enablers for this.
• Collect, analyse, and leverage data from all touchpoints to enhance consumer experiences and track performance metrics.
• Track Own Retail performance and report regularly on main indicators.
• Accelerate offline-to-online (O2O) capabilities across the organisation and work with the eCommerce team to deliver omnichannel activation, as well as driving traffic/footfall between online and offline channels.
• Stay updated on industry trends and adopt innovative solutions to continuously improve the O2O consumer experience.

Experience, Skills, Knowledge

Essential

• Strong experience within retail management, including both online and offline environments.
• Proven experience and developing and implementing omnichannel strategies.
• Demonstrated success in enhancing consumer experiences and managing consumer journeys.
• Proficiency with e-commerce platforms, CRM systems, and other digital tools used in retail.
• Ability to design and implement integrated marketing campaigns across various channels.
• Strong analytical skills.
• Experience with integrating technology solutions to enhance the consumer experience.
• Knowledge of Own Retail management guidelines.
• Commercial foresight and understanding of P&L management.
• Understanding of the role of Own Retail in the wider channel mix.
• Experience in driving pilot programmes and how to incubate Proof of Concepts to rapidly learn.
• Expertise in streamlining processes and workflows for efficient O2O operations.
• Experience working with agencies and briefing and managing them.
• Understanding of shopper behaviours, needs and drivers.

Technical / Functional / Leadership Skills Required

• Strong understanding of wider conversion channels, especially digital – eCommerce and Marketplaces.
• Experience developing strong relationships with stakeholders to deliver aligned activation.

Education / Qualifications / Certifications Required

• Graduate Degree.

Beneficial

• Proven track record of achieving sales targets and driving revenue growth.
• Understanding of trade and B2B2C.
• Good understanding of Acquisition and Retention channels, and how these work with Conversion touchpoints.
• Understanding of BAT’s NC portfolio, and how to convert Combustible consumers into NC.
• Understanding of the BAT Corporate and Marketing Operating Model.

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 personalised 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. Collaboration, inclusion and partnership underpin everything we do here at BAT. We are looking forward to enabling every individual to thrive, regardless of 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, veteran status, perspectives and thinking styles. We know that embracing talent from all backgrounds is what makes us stronger and best prepared to meet our business goals. We see the career breaks as opportunities not obstacles. Through The Global Returners program, we support professionals looking to restart their careers after an extended absence from the workforce (e.g. time out caring for family, parental leave, national service, sabbatical and/or starting an 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. If you require any reasonable adjustments or accommodations to help you perform at your best during the recruitment process, you are encouraged to notify us. We are fully committed to support you by making appropriate arrangements for you to demonstrate your full potential.