Overview
BAT is evolving at pace into a global multi-category business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World. We are looking for colleagues who are ready to join us on this journey. Tomorrow can’t wait, let’s shape it together!
Role positioning and objectives
The role is the key lead for Offline Consumer Experience in Switzerland, accountable for shaping and delivering the full offline activation agenda across categories and touchpoints, coordinating the execution of strategic and tactical plans for multicategory campaign planning to achieve sales, profit and share goals. As a central orchestrator between category, digital, trade and external partners, the role ensures seamless translation of cluster strategies into impactful Swiss market activations, while building and developing the Swiss Offline Consumer Experience team.
What you will be accountable for
Strategy & Planning
* Shape the Swiss Offline Activation strategy in line with cluster priorities and market needs.
* Translate strategic objectives into actionable deployment plans, cycle priorities and target setting.
* Define KPI framework and annual performance targets for the Swiss offline Consumer Experience team, ensuring alignment with cluster scorecards.
* Monitor the competitive environment and identify opportunities, risks and emerging trends.
Consumer Experience Activation & Deployment
* Lead 360° activation planning from big idea to execution across all platforms and touchpoints, ensuring consistency in creative execution, messaging hierarchy and cycle priorities.
* Manage agencies and external partners to localize and deploy assets and ensure full integration of media planning in close collaboration with Insights & Foresights and Digital teams.
* Oversee production and implementation of in-store activities and consumer-facing materials, maintaining excellence in brand experience and execution quality.
* Monitor consumer KPIs, campaign effectiveness and activity performance at fiscal and per-activation level; identify insights and propose improvements to creative execution and activations.
* Lead post-campaign evaluations and Ex-Retail activity reviews, consolidating results into FY reports and translating learnings into future planning.
* Drive continuous improvement in consumer experience quality, efficiency and impact, ensuring all activations strengthen brand equity and market performance.
Ex-Retail
* Own strategy, negotiation and execution for Ex-Retail (Festivals, HoReCa, Promotions) in Switzerland, ensuring integration with the wider activation plan.
* Assess landscape and partnership opportunities, lead negotiations and define executional roadmaps.
* Oversee deployment of all HoReCa and event activations, ensuring brand visibility and consumer impact.
Team management
* Lead, coach and develop the Swiss Consumer Experience team (10 pax) with full people management accountability.
* Build a high-performing, motivated and resilient team culture with strong collaboration across functions.
* Act as a role model for leadership, decision-making and problem solving, setting clear objectives aligned to BAT strategy and ensuring delivery excellence.
Essential Experience, Skills And Knowledge
* Minimum 5 years’ experience in marketing or commercial roles, including at least 3 years of proven leadership of a sizeable team
* Proven ability to shape campaign plans, lead deployment and manage full execution cycles.
* Strong analytical skills, business acumen and deep understanding of brands, consumers and market dynamics.
* Knowledge of Swiss trade environment and key customers.
* Background in experiential marketing, i.e. festivals, events and brand partnerships
* Full proficiency in English and either French or German (both an advantage).
Interpersonal Skills
* Strong leadership and people management capabilities.
* Ability to structure, simplify and drive clarity in complex environments.
* Resilience, hands-on mindset and problem-solving attitude.
* Excellent communication skills across senior, peer and team levels in a matrix environment.
* Capacity to influence and federate cross-functional teams without direct reporting lines.
* Fast learner with positive energy, curiosity and drive.
What we offer you
* Market-leading annual performance bonus (subject to eligibility).
* Benefits vary by country and include health plans, work-life balance initiatives, transportation support, and a flexible holiday plan with additional incentives.
* Opportunities for internal advancement; ongoing development with online learning platforms and leadership programs.
* We prioritise continuous improvement within a transforming environment.
Why join BAT?
We’re recognized as a Global Top Employer by the Top Employers Institute, reflecting excellent employee conditions. BAT promotes collaboration, inclusion and partnership to enable every individual to thrive, regardless of background. We support career breaks through The Global Returners program for restarting careers after an extended absence. If you require reasonable adjustments during recruitment, please notify us. We are committed to enabling you to perform at your best.
Additional information
* Seniority level: Mid-Senior level
* Employment type: Full-time
* Job function: Sales, Distribution, and Marketing
* Industries: Manufacturing and Tobacco Manufacturing
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