Online D2C Senior Manager

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JOB TITLE : Head of D2C

REPORTS TO : Head of Channel Marketing

FUNCTION : Japan Commercial

SUB-FUNCTION : Channel Marketing

LOCATION : Tokyo, Japan

ROLE SUMMARY

The Head of D2C role will be in charge of D2C platforms and NMP strategy and capability development, marketing activity planning and implementation, and commercial delivery.

Product scope will include full BAT Japan nicotine product category and brands, mainly combustible cigarettes such as Kent, Lucky Strike, and New Categories such as THP (Tobacco heating product, glo), Vaping (Vuse), and Modern Oral (Velo), with potential in future to explore non-nicotine product as well.

D2C (direct to consumer) platform will mainly refer to 3rd party database with potential for smoker targeting marketing activities. For example, loyalty card platforms (T-point/ Ponta), retailer Apps (SEJ pay, Famipay, Lawson pay), and other database (Dpoint, Rakuten, AU ).

NMP (new market place) refer to online retailers such as Amazon, Rakuten, Yahoo.

As part of extended JP commercial leadership team, this role will support head of channel marketing to deliver commercial result as the assigned business scope play important contribution to the business. The candidate will need to have high level understanding of overall commercial requirement, category marketing plan and channel plan in order to shape robust D2C/ NMP business proposal. Head of D2C also expected to use strong digital and data management expertise to drive business transformation agenda from traditional retail trade marketing-based business model to targeting and data-driven model with digital as enabler. Finally this role will need to possess strong leadership and management skill in order to drive business delivery in an international matrix organization environment.

KEY ACCOUNTABILITIES:

Development of overall D2C and NMP strategy in Japan. With clear 3-5 years strategic roadmap for D2C/ NMP within overall BATJ channel landscape. To define each D2C platform and NMP channel with clear business role, identify strategic growth enablers to support strategy, translate to clear marketing and commercial plan, and ensure commercial delivery
Continuously identify cross industry tobacco/ non-tobacco category practice, gain shopper and market insight, to develop innovative marketing capability and solution while embed proper consumer experience
Work seamless with internal key collaborator including commercial (Offline D2C, Key account, Trade insight), marketing (category team, consumer experience, marketing deployment), and marketing finance to shape the plan and delivery
Handle external vendor and agency for platform and channel management, better solution and capability building, and ensure the execution for on-time - in full delivery of outputs at defined quality standard

SKILLS & EXPERIENCE

Degree or equivalent experience in Marketing, Business Administration, Digital, Ecommerce or related field.
At least 8+ years prior experience within a similar role
Experienced in D2C platform management as a must and ideally with NMP experience. FMCG business management experience a plus
Strong commercial sense, customer management experience, and analytic skills. With proven track record of business delivery
Be able to work independently with ability to learn, adapt, innovate in agile and resilient manner due to nature of fast evolving new category business nature.
Experience to lead manager level is a must
Solid storytelling skills with the ability to pitch business proposal in a simple and compelling manner
Proficiency in English & Japanese, and Microsoft Office Skills (PowerPoint / Excel).
FMCG marketing experience with convenience (CVS) account is a plus

WE ARE BAT
BAT is committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.

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BAT is an equal opportunity employer and follows all applicable equal employment opportunity legislation in each jurisdiction in which it operates.

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