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 Measurement & Audience Segmentation Manager in London, Globe House.

This role is responsible for the robust tracking and measurement of our digital communications activities across our priority digital channels and support for wider internal communications digital initiatives.

What is the direct impact of this role on the team or organisation?

The development of a consistent and robust tracking and measurement framework that enables the Company to better understand how and where our messages are landing which will enable the Company to further amplify or adjust our messaging.

Your key responsibilities will include:

Develop and manage a robust digital analytics programme for BC Internal Communications group managing key social and digital media channels – SharePoint, Viva Engage, Live events etc (followers, message traction, message medium recommendations (video, animations, graphs).
Audience segmentation analysis – who moves sentiment.
Managing global and local distribution lists.
Proactive identification and testing of new digital media analytics tools.
Be the interface with other digital media analytics groups within BAT (i.e. marketing) to understand and leverage capabilities.
Viva Engage community management.
Support internal digital comms initiatives.
Editorial support.

What are we looking for?

Minimum of 3-5 years of experience in data analysis, audience segmentation, and strategic communications.
Capable of creating a narrative with actionable recommendations to improve corporate communications penetration.
Confident and comfortable in presenting research findings to senior-level stakeholders.
Highly data sensitive, quick discoverer in data insights and able to locate the cause, provide a solution, and verify the result.
Proven track record of leveraging data to drive communication strategies and improve engagement.
Experience with analytics tools (e.g., Google Analytics, Adobe Analytics, Power BI) and CRM platforms.
Manages the needs of diverse stakeholders within a matrix, fast paced organisation.
Degree qualification in Marketing, Data Analytics, or related field.

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 personalized 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.

At BAT, we champion collaboration, inclusion, and partnership as the bedrock of our values. We wish to foster an environment where every individual can thrive, irrespective of factors such as 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, as well as diverse perspectives and thinking styles. We recognise 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 not as obstacles but as opportunities and encourage everyone, without hesitation, to apply. Through our Global Returners program, we provide support to professionals seeking to re-enter the workforce after an extended absence, be it for family care, parental leave, national service, sabbatical, or starting their 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.

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 wholeheartedly committed to optimising your prospects of success by making suitable arrangements so that you may showcase your full potential.

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The British American Tobacco Group jobs

Measurement & Audience Segmentation Manager