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BAT

Global Senior Brand Manager (Ryde)

London, UK

Salary Not AvailableSenior LevelPermanent

Posted 4 months ago

Job Summary

Own brand building and cross channel activation for Ryde’s first wellbeing brand, with global scope and local market enablement.

  • Brand ownership: lead global communications, 360 campaigns, and in store activation across ATL/BTL channels.
  • Social & creators: manage Instagram and TikTok, plan content, run influencer partnerships, and analyze engagement.
  • Market enablement: land local comms planning in US/Canada/Australia and coach local teams for amplification.

Job Description

  • Lead the Brand Communications model for Ryde: by building the global brand presence for our first Wellbeing brand across ATL, BTL consumer channels
  • Campaign strategy – from consumer tension/insight to campaign idea and full 360 campaign activation model
  • Content development – from briefing to final assets production
  • Media planning strategy with media agency and local markets
  • Campaign in-store activation including POSM and promotional mechanic
  • PR strategy to local amplification for earned media
  • Brand Partnerships from brief to development
  • Lead results/ analysis & learning on each campaign with the help of the local marketing teams and SPI teams
  • Lead the Brand Social Engagement model for Ryde by managing the brand social accounts on Instagram and TikTok (@drink.ryde) with key indicators of follower growth and content engagement rate. In more details, it will be about:
  • Leading the social media content ideation and planning,
  • Managing influencers and creators from brief to partnership
  • Creating content demonstrating our brand assets and AI design tools
  • Posting via Sprout platform
  • Leading the brand community management (both reactive and proactive)
  • Manage social boosting with paid media
  • Lead social performance analysis and learning
  • Lead and inspire our external influencers you will partner with, to ensure we create content, initiatives that engage our consumers on our social platforms.
  • Land the communications planning in markets – focusing on the US, Canada & Australia
  • Guide & inspire the local marketing teams so they amplify campaigns locally
  • Contribute to the conceptualization, identification, and development of outstanding culture of brand marketing opportunities for Ryde: matter? (text kept)
  • Senior marketing professional with proven experience in brand development and brand building, including global ATL & BTL campaign creation from ideation to media planning and budgeting.
  • Strong creative and communications expertise across all channels, including social media, digital, influencers/creators, paid media (OOH, TV, radio), earned media, and in-store activation, with hands-on social media management experience.
  • Proven track record in launching and scaling global campaigns across multiple markets, guiding local teams, within international B2C environments (FMCG, consumer-facing, tech, or fashion industries).
  • Passionate about brand building with proven experience launching or growing FMCG brands, supported by strong digital campaign and content strategy expertise.
  • Creative problem solver with the ability to develop compelling campaign ideas and content direction.
  • Strong interpersonal, communication, presentation, and influencing skills, with experience in agency leadership and collaborator management.
  • Data-driven and results-oriented, with strong analytical thinking, sound decision-making, and project management skills (including knowledge of agile), thriving in fast-paced environments.
  • Graduate degree or certification/diploma(s) across marketing fields (e.g., master’s in marketing or equivalent experience)
  • 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
  • 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
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BAT

We are BAT, a leading global consumer goods company driven by a clear purpose: to create A Better TomorrowTM by Building a Smokeless World.Founded in 1902, we’ve grown into a truly international business, operating across six continents with a presence in over 180 markets. Our strategic ambition is to become a predominantly smokeless business by 2035**, helping adult smokers transition to scientifically substantiated, reduced-risk*† alternatives.With a powerful portfolio of global brands, a future-focused strategy, and around 50,000 talented people worldwide, we are committed to accelerating Tobacco Harm Reduction and making cigarettes a thing of the past.As a leading FTSE company, our operations span three key regions:🌍 United States of America🌍 Americas & Europe (AME)🌍 Asia Pacific, Middle East & Africa (APMEA)Together, we are building A Better TomorrowTM.* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.**Please refer to the cautionary statement contained in the Annual Report and Form 20-F 2024 on p.447 for additional information regarding BAT’s future performance: https://www.bat.com/ar/2024/index.html† Our Vapour product Vuse (including Alto, Solo, Ciro and Vibe), and certain products, including Velo, Grizzly, Kodiak, and Camel Snus, which are sold in the U.S., are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.

Founded in 1902
London, England, GBR
46K employees (4,049 in marketing)
www.bat.com

Salaries

Brand Marketing median pay in the United Kingdom

£45K/yr

Most earn £36K to £61K. Based on 88 salaries, including bonus and equity.

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