Digital Marketing Manager

Posted On: 11 December 2020 British American Tobacco   Lagos
Reference: N/A Type: N/A

Job Description

British American Tobacco is all about freedom of choice - whether it’s our people or our products. Combined with our entrepreneurial spirit, it’s what’s driven our phenomenal success. We started trading tobacco over a hundred years ago. Today, we’re a multibillion dollar company with more than 200 brands in our portfolio. With robust positions in each of our regional markets, our future looks equally bright too.


  • BAT is evolving at pace - truly like no other organisation.

  • To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey!


  • The individual has to have a consistent track record of developing digital marketing strategies, implementing digital ecosystems and have experience in leading and developing people while working effectively within a robust and diverse team.

  • You will be leading innovative multi-channel end to end strategies for the constantly evolving digital ecosystem and working in a multifunctional team to build successful digital operations and setting important metrics for all digital touchpoints.

  • You’ll need to be experienced, driven agile, willing to challenge the status quo and easily switch between offering strategic leadership and day to day hands on operational excellence in a fast paced and changing environment. Your knowledge will craft the digital strategy, steer standard methodologies and build strategies to drive online traffic, conversion and retention.


  • Develop, support and own the short and long-term digital strategy

  • Ensure full alignment of digital strategy with identified Business & Marketing objectives

  • Establish clear goals and targets for the company and the team

  • Ensure sustainability of the channel from a performance and financial standpoint

  • Collaborate with other functions & units to lead overall online presence of the company

  • Constantly thrive to develop new touch points and increase the reach of the digital channel, provide thought leadership and perspective for adoption where appropriate

  • Ensure detailed reporting of internal, external and competitors’ digital activities in order to identify trends and insights, and optimize spend and performance

  • Guide and support the entire team with the deployment of the strategy

  • Propose and implement approved technological roadmap to support the business strategy.

  • Identify and partner with the right agencies, technology suppliers and specialists to increase digital marketing results

  • Map portfolio of suppliers with the vital capabilities to deliver the objectives, according to BAT’s procurement & IT standards.

  • Plan, track and report on digital marketing budget aligned with current planning and reporting structure

  • Accountable for the delivery of the digital portfolio, guaranteeing accomplishment of goals, schedule, cost, resources, quality and alignment with global structures.

  • Effectively collaborate, drive accountability with Information and Digital Technology (IDT) Team and play a lead role in Digital cell to deliver digital roadmap. Delivering on Marketing and IDT critical metrics.

  • Effectively communicate status of the portfolio for top teams (i.e. Marketing and IT).

  • Regular review of agreed digital metrics including return on investment, suggesting improvements and seizing opportunities.

  • Pro-actively share knowledge and expertise, be the source of information and inspiration on the latest trends in the digital arena.

  • Engage and empower the marketing team to thrive in a fast pace environment

  • Coordinate performance, development and career of the team

  • Embed digital marketing as a new channel for the organization

  • Lead projects teams and makes sure they stay productive by taking project issues off of their hands (remove blockers and showstopper).


  • Bachelor's degree in Marketing and/or Information Technology or related field, NYSC Completed

  • 7 years+ of demonstrable Digital Marketing and/or Digital IT leadership experience in roles of increasing complexity and accountability.

  • Strong understanding of key marketing principles: consumer centric and journey, user experience, target audience, media planning, etc.

  • Proven experience in designing & implementing direct to consumer digital marketing strategy including; e-commerce, database acquisition and management, CRM activation, content development, SEO, social media activation and digital paid media. As well as Mobile, ecommerce, Social, Web and UX technologies expertise

  • Previous experience in consumer goods or retail industries or digital agency is preferred

  • Managing suppliers and agencies and getting the best from them

  • Creative, able to work in a matrix fast paced environment and plan time accordingly

  • Ability to influence and gain on board effectively at all levels

  • Strong communication skills, both written and verbal. English is a requirement, French an asset.

  • Any professional certification in digital technologies (e.g. APIs, Cloud, etc.) and Agile Project Management (e.g. SCRUM, PMI, etc.) are desired. 



Interpersonal Skills

Digital Marketing

Application Currently Closed

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