Omnichannel Own Retail Manager

BAT is evolving at pace into a global multi-category business. Our purpose is to create a Better Tomorrow™ by Building a Smokeless World. To achieve our ambition, we are looking for colleagues who are ready to join us on this journey! Tomorrow can’t wait, let’s shape it together!

What are the key objectives and expectations from this role? The Omnichannel Own Retail Experience Manager sits within the Conversion team, as part of the wider CX Capabilities team.

The role will lead on the Own Retail Experience strategy and roadmap, ensuring that BAT is delivering an integrated and seamless experience, connecting offline and online. The role will lead the Own Retail strategy and roadmap and will provide DRBUs and markets with guidelines on how to operate own retail most effectively, including location identification, in‑store experience/layout, staff engagement and management, merchandising, stock/inventory management.

It will also provide a strong POV of the enablers required to support this, such as technology, content, people and culture. It will further identify campaigns and initiatives that will drive more footfall to own stores, e.g. sustainability and recycling, and work with Category teams to roll these out. It will work with the eCommerce Manager to ensure that the online and offline retail strategies are aligned, including activation tactics, as well as defining ways to bring footfall to stores through online platforms and in‑store approaches to connect with online channels.

The role will work closely with other teams within Global Consumer Experience as well as TM&D and DBS, to ensure a consistent and seamless consumer journey is delivered across channels. It will lead development and deployment of solutions which enhance consumer experience regardless of the channel of purchase. It will collaborate with the dCommerce, CRM and Loyalty teams to drive channel agnostic experiences that enhance engagement and drive growth.

It will also work closely with Global TM&D, TM&D Head of Shopper Experience and Head of Cross‑Category CX Strategy to implement multi‑category omni channel solutions and services. The role owns all capabilities that fall within own retail as well as channel orchestration and will ensure these are updated and stay relevant across the BAT Capability Compass.

The role will ensure the right metrics are tracked, such as NTO, NPS, engagement rates, traffic etc. It will further capture in‑store consumer feedback and share these with relevant teams to help prioritisation, including Category and Product teams.

The Own Retail Experience Manager will ensure that BAT is delivering best‑in‑class omni channel experience and accelerate own retail capabilities. The role will ensure that Markets & DRBUs are educated on guidelines and that O2O activities are aligned with other acquisition, conversion and retention activities. It will also drive alignment between online channels and in‑store activities, to support omnichannel commerce experiences.

• Reports to:
  
  Head of Conversion
• Number of Direct Reports: 0
• Core Relationships:
  • Internal – Category Teams / GCE (CX Strategy, CX Capabilities, Content, Partnerships) / DRBUs/Markets / Marketing DBS / TM&D
  • External – Retail Activation and Operation suppliers, design agencies
• Geographic Scope:
  Global
• Travel Required:
  
  Up to 10% of time

• Shape cross‑channel strategy enabling seamless omnichannel consumer journeys online to offline.
• Maintain and implement a cohesive own retail strategy, integrating digital and offline tools.
• Deliver the Own Retail strategy and roadmap, ensuring that these align with the wider global CX strategy.
• Recommend and deploy guidelines for DRBUs/Markets to continuously improve commercial delivery of own retail channels, and support markets with activation.
• Focus on driving consumer satisfaction in‑store and ensure feedback is gathered to continuously optimise operations.
• Identify new trends in the markets that will impact consumer and shopper behaviours, and ensure these are deployed within stores.
• Support data capture and loyalty initiatives in stores, working with DBS to review key…