Job Grade : Mid-Senior Management level 

Purpose Statement

Key member of Asia Pacific & Middle East Information & Digital Technology and Regional Marketing Activation Team, responsible to understand business requirements processes, digital technologies and techniques, identify technology and/or process opportunities, working with Business & IT to develop, implement and maintain solutions which deliver business value. The area of responsibility includes but is not limited to: Route to Market, Trade Marketing and Distribution, Digital marketing (SEO, customer segmentation, paid search, social media, paid media, email marketing, lead generation, database management, website optimization), eCommerce, CRM, Campaign Management, Social and Analytics.

KEY ACCOUNTABILITIES:

Digital Technology Analysis & Implementation

• Establish the contribution Digital Technology can make to business objectives using a range of techniques such as eliciting & documenting requirements, conducting feasibility studies, producing business models & business cases, usability requirements analysis and evaluation
• Lead analysis & Subject Matter Expertise of platforms/projects/enhancements for Marketing Traditional Channels as well as Digital Channels encompassing eCommerce, CRM, Campaign Management, Social, SEO, data analytics
• Use requirements to drive the design or review of test cases, process change request and manage project’s scope, acceptance, installation and deployment
• Collaborate with Global Information & Digital Technology and local Business teams to implement & get the best out of the global platforms
• Collaborate with Marketing to ensure successful online presence. Data analytics & insights, experience with digital marketing key performance metrics (e.g. acquisition, conversion, etc.)
• Collaborate with BAT Legal teams to ensure digital initiatives meet required local legislations

Stakeholder Engagement & Supplier Management

• Accountable for end to end delivery of the digital portfolio, guaranteeing accomplishment of goals, schedule, cost, resources, quality and alignment with Global IDT Structures
• Identify, select and work with technology suppliers with the necessary capabilities to deliver the digital portfolio, according to BAT’s procurement standards

Process Management

• Regular review of agreed digital KPI’s including ROI, suggesting improvements and seizing opportunities
• Effectively communicate status of the digital portfolio for top teams (i.e. Marketing and IT)
• Identify and raise issues impacting the execution of strategic / operational / project plans

SKILLS, KNOWLEDGE, EXPERIENCE:

• Business-facing IT experience in a global environment, with a degree in an IT-related discipline or equivalent relevant experience
• Experience working as a Digital Business Analyst within a FMCG or digital organization, experienced with Digital Technologies. Including but not limited to root to market and direct to consumer technology including: e-commerce, mobile, database acquisition and management, CRM, SEO, social media, analytics, openAPI
• Ability to interpret the business IT and functional strategies, understand the Group operating model, understand digital technologies, techniques, tools
• Creative, able to work in a matrix fast paced environment and plan/manage time accordingly
• Strong facilitation and influencing skills
• Confidence, experience and knowledge to challenge stakeholders and delivery teams
• Experience delivering through Traditional & Agile frameworks (e.g. Scrum, Kanban and waterfall)
• Any professional certification in digital technologies (e.g. APIs, Cloud, etc.) and Agile Project Management (e.g. SCRUM, PMI, etc.) are desirable
• Proven experience in a similar role