CRM & Consumer Care - Deployment Manager

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 an Omnichannel CRM & Consumer Care Deployment Manager in Chiswick, London.

This is an evergreen requisition, meaning that we do not have a position available at the moment, but please apply and you will be contacted as soon as the position becomes available if your application is suitable.

ROLE POSITIONING AND OBJECTIVES

The ideal consumer-centric candidate will have under their belt a proven track record in managing and delivering successful Omnichannel CRM & Consumer Care programs. They should have a knack for operational & project management, and be savvy in stakeholder engagement. All in all, they should be committed to enabling and contributing towards delivering business growth (NTO, Brand Equity) and exceptional consumer experiences (NPS, CSAT & Contactable Consumer Growth).

This position offers the opportunity to lead a team and significantly contribute towards the company’s growth and successes. The Consumer Experience Digital function is responsible for:

1. Overseeing the day-to-day CRM & Consumer Care deployment and operational activities across WE. This role involves ensuring End Market CRM & Consumer Care BAU activations are well planned and managed for deployment.
2. Managing the support team, optimizing processes enabling delivery, and ensuring compliance and integrity in this area.
3. Supporting end market teams in consumer care operations, ensuring that consumer inquiries and issues across omni-channel are integrated and resolved efficiently and effectively.

Your key responsibilities will include:

STAYING AHEAD OF TRENDS AND OPPORTUNITIES

1. Develop and maintain working knowledge of the Brand and Business agenda and objectives.
2. Support the Head of Omnichannel CRM & Consumer Care in performing strategic analysis of BAT’s business environment, including consumer needs, competitive realities to identify emerging trends, unique market opportunities, and internal capabilities that will elevate the Brand’s business in the Omnichannel Digital Commerce environment.
3. Stay abreast of and evaluate industry trends, best practices, and emerging technologies in CRM and Consumer Care that can benefit BAT WEA’s business. Recommend exploration or create business cases to justify, where relevant.
4. Provide best practice and learnings on Omnichannel CRM & Consumer Care topics; lead the knowledge sharing/ building in WE Marketing teams.

STRATEGY AND PLAN BUILDING TO BRING IT ALIVE

From a CRM & Consumer Care deployment lens, provide inputs and support the Area Head of Omnichannel CRM & Consumer Care on the following:

1. The development of Omnichannel strategy, plans and programs to achieve the overall end market business agenda. Support with business case inputs and benching, where necessary.
2. The translation and design of Brand Comms initiatives/ Brand NPI launches/ Cycle Activation plans/ Digital priorities into operational, resourcing and budgetary plans. Ensure that the business priorities are resourced to achieve the strategic agenda and performance targets.
3. Consumer/ Audience segment analysis to determine the most effective approach to grow the contactable database to drive brand stickiness and engagement.
4. Consumer journey analysis to determine the opportunities and pain points across the Omnichannel touchpoints, e.g. websites/ E&E/ 121/ eRetailer/ App/ vending machines/ call centres, etc.
5. Content activation approach through the ACR journey to grow, nurture, activate and care for our consumers.
6. Consumer Care service and operational innovations, tactics and activations to enable business plans.

SUPPORT THE DELIVERY OF STRATEGIC INITIATIVES

From a CRM & Consumer Care deployment lens, support the Area Head of Omnichannel CRM & Consumer Care to steer Projects towards the achievement of the defined/ optimised strategic plans.

1. Proactively connect, engage and foster relationships with cross functional teams (i.e. Brand, Commercial, Consumer Experience, IDT, GBS, etc) in Global, DRBU, End Markets, and Agency partners to support the deployment of the defined initiatives.
2. Manage the planning, timelines, budgets and team to deliver upon day-to-day management or implementation activities for smooth operations and delivery, staying within budget.
3. Influence and support initiative owners to identify opportunities, dependencies and key enablers; as well as, identifying risks and mitigation approaches to remove speed bumps.

MANAGING OMNICHANNEL CRM & CONSUMER DEPLOYMENT & OPERATIONS ACROSS WE

1. Take Accountability for the daily deployment and operations of CRM & Consumer Care BAU across WE.
2. Plan and manage WE’s BAU activation deployment. Ensure smooth and timely deployment. Troubleshoot and resolve issues efficiently.
3. Support the setup and verification of complex journeys and feature setup in SFMC & SFSC.
4. Define, develop and cascade deployment and operational policies and procedures.
5. Identify and implement process improvements to enhance CRM & Consumer Care efficiency and effectiveness.
6. Manage the user permission and access to CRM & Consumer Care systems, with compliance.
7. Develop and maintain training materials and documentation.
8. In collaboration with IDT, GBS, Legal and appointed partners, oversee the management of all platforms and tech stack that enables the Omnichannel CRM and Consumer Care operations.
9. Be “consumer obsessed”! Utilize best practices and data-driven insights to foster a culture of innovation, continuous improvement, and consumer-centric thinking within the team.
10. Lead the drive of the development and implementation of new features and functionalities based on performance insights, user feedback/ voice of consumer, and business needs.

CUSTODIAN OF CRM & CONSUMER CARE DEPLOYMENT COMPLIANCE

1. Ensure all CRM and Consumer Care activities comply with legal regulations, industry standards, and company policies.
2. In collaboration with IDT and Legal teams, ensure the CRM and Consumer Care system complies with relevant regulations and industry standards.
3. Implement and monitor security measures to protect customer data.
4. Conduct regular security audit checks and risk assessments to identify and resolve issues.
5. In collaboration with IDT and Legal teams, ensure data integrity, accuracy, and consistency within the CRM and Consumer Care systems.
6. Act as a consultant and technical expert on the Salesforce Marketing Cloud to serve WE DRBU needs to drive commercial targets.

MANAGE CONSUMER PERFORMANCE ANALYTICS

1. Ensure that reports on CRM activities and consumer care performances are generated and distributed to key stakeholders.
2. Leverage data analytics and insights.
3. Uncover consumer trends, segments and dissect insights.
4. Inform strategy, operational plans, and facilitate decision-making.
5. Prepare and present regular reports to senior stakeholders on CRM & Consumer Care performances against the targets set for the business.

HOW SUCCESS CAN LOOK LIKE IN THIS ROLE

As a team, we work as one to deliver the agenda for the End Markets in the Western Europe Area. Key areas where we can celebrate success are we deliver upon the growth in Contactable Consumers and online Sales revenue contribution, as well as positive Net Promoter and Consumer Satisfaction scores.

What are we looking for?

Experience Required

1. Proven experience in CRM and Consumer Care deployment roles.
2. Proven experience in a team management role.
3. Demonstratable experiences in Online & Offline Activation, CRM & Loyalty Activation, and managing Consumer Care operations for an End Market.
4. A good understanding and working knowledge of Omnichannel marketing and commerce ecosystem.
5. Experience in managing small to mid-sized teams, Agency partnerships & internal stakeholders’ relationships.
6. Comfortable with digital and consumer operational performance data.
7. Experience in Digital enablement, delivery and operations.
8. Hands-on experience working in cross-functional and multi-disciplinary team setups.
9. Hands-on experience in Digital Marketing & eCommerce Performance management tools.

Technical / Functional / Leadership Skills Required

1. Good commercial acumen sense to link deployment enablement with business delivery.
2. Strong working knowledge of CRM data models, configuration, segmentation, targeting and workflows.
3. Savvy presentation skills.
4. Strong project management and organization skills.
5. Consumer focus coupled with empathy.
6. A well-rounded and high energy team player.
7. Excellent communicator in English, both verbal and written.
8. Analytical thinker and innovative problem solver.
9. Have strong working knowledge of CRM & Consumer Care MarTech stack.

Education / Qualifications / Certifications Required

1. University degree. Preferably, major in Digital Marketing and eCommerce.
2. Is SalesForce Marketing Cloud and Service Cloud certified.

BENEFICIAL

1. Solid time management and delivery quality.
2. Savvy performance management skills.
3. Strong Omnichannel business acumen.

What we offer you?

1. We offer a market leading annual performance bonus (subject to eligibility).
2. 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.
3. Your journey with us isn't limited by boundaries; it's propelled by your aspirations.
4. You'll have access to online learning platforms and personalized growth programs.
5. We prioritise continuous improvement within a transformative environment.

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 view career breaks not as obstacles but as opportunities and encourage everyone to apply.

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, please inform the recruitment partner.