BAT Japan
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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.
- Global Top Employer with 53,000 BAT people across more than 180 markets
- Brands sold in over 200 markets, made in 44 factories in 42 countries
- Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
- Diversity leader in the Financial Times and International Women’s Day Best Practice winner
BAT is an equal opportunity employer and follows all applicable equal employment opportunity legislation in each jurisdiction in which it operates.
BAT Japan