Area Brand Manager - Vapour

BAT is evolving at pace into a global multi-category business.

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 United Kingdom has an exciting opportunity for an Area Brand Manager – Vapour in London (Chiswick)

We are looking for an Area Brand Manager to join our ambitious Western Europe Area team. In this strategic role, you will be at the heart of shaping the portfolio across the UK, identifying key growth opportunities, and delivering impactful brand initiatives in a fast-evolving market.

Are you ready to shape the future of brand innovation? Join us and take the lead in turning strategy into real business results, collaborating with experienced leaders and high-performing teams

Your key responsibilities will include:

• Lead the end-to-end management of the UK Vapour brand, including project management, pricing, channel, and go-to-market strategies.
• Work alongside the Senior Brand Manager in developing the Western Europe Area vaping portfolio strategy, identifying key growth opportunities and positioning the brand for sustained growth.
• Use market insights and consumer research to inform decisions and proactively explore category opportunities to drive brand plans.
• Coordinate the development and execution of annual brand plans, ensuring alignment of objectives, budgets, and portfolio priorities.
• Build and maintain strong working relationships with cross-functional teams, end-market activation, and trade leads to ensure effective strategy deployment.
• Drive innovation and new product development initiatives, from concept through to launch, ensuring alignment with brand strategy.
• Monitor brand performance and market trends, delivering actionable insights and recommendations to optimize growth.
• Mentor and support colleagues, fostering a motivated and high-performing team aligned with business objectives.

What are we looking for?

• Proven experience in a highly regulated FMCG environment, with 4+ years of marketing or brand management experience.
• Strong knowledge of product development, design, packaging, and consumer experienceStrong commercial acumen with a track record of delivering results and managing brand performance.
• Exceptional interpersonal and communication skills, able to influence senior stakeholders and navigate cross-functional teams.
• Significant brand marketing experience, managing fast-paced, high-impact portfolios.
• Experience in New Product Development, from concept to successful launch.
• Strategic mindset with the ability to manage P&L and contribute to long-term brand growth.
• Proven ability to thrive in a dynamic, fast-evolving environment and develop strategies for premium brands.

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.

Collaboration, inclusion and partnership underpin everything we do here at BAT. We are looking forward to enabling every individual to thrive, regardless of 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, veteran status, perspectives and thinking styles. We know that embracing talent from all backgrounds is what makes us stronger and best prepared to meet our business goals.

We see the career breaks as opportunities not obstacles. Through The Global Returners program, we support professionals looking to restart their careers after an extended absence from the workforce (e.g. time out caring for family, parental leave, national service, sabbatical and/or starting an 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.