Job Description
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 new values every day.
Come be a part of this journey!
Title: Paid Media & Search Lead
Function: Marketing
Report to: Area Head of Social and Paid Media
Location: Tokyo, Japan
ROLE SUMMARY
Working as a key part of the APMEA North Digital Marketing function, your role is to lead and complete paid media and search initiatives across various online and offline channels for new tobacco categories (NC) including tobacco heated, oral, and vaping products, partaking in business marketing planning as an expert.
It is encouraged always to have 1) Multi-category approach to improve alignment of paid media investment between each brand and 2) Coordinated approach to have 360 approach in mind, not just only syncing its timing but also amplification across all channels.
KEY RESPONSIBILITIES
STRATEGY AND PLANNING
- Develop strategy and roadmaps for online and offline channels for Japan, South Korea, and Taiwan, establish and optimize way of working between BAT teams and agencies across multiple markets, and multiple brands.
- Agency relationship management and form last relationship with publishers.
- Lead staff and projects, and track budget to advance the paid media and SEO initiatives
- Seek clarity in business objectives of activation campaigns & Identify business needs to ensure platform readiness.
- Collaborate with key partners, media agencies, IT & technical agencies to deliver end-to-end priorities.
- Participate and chip in activation campaign/project discussions & advise team based on expertise in media and search.
PERFORMANCE MANAGEMENT AND INSIGHTS
Keep up with the latest digital trends to drive innovation and improvements of BAT ad tech and SEO.
- Perform strategic analysis of the business environment including customer needs, and competitive realities to identify unique market opportunities
- Analyze paid media campaigns and SEO with usage of various digital tools (e.g. Adobe Analytics, Adobe Audience Manager, Google Search Console, Sprinklr, Power BI) & work with in-house analytics teams.
- Provide insights for campaign performance and market trends to drive actionable business recommendations.
ONGOING IMPROVEMENT & OPTIMIZATION
- Budget planning and its ongoing adjustment/optimization to meet business objective and intention.
- Being innovative to new approach for achieving better/efficient/effective media investment.
- Ongoing explorations and trials in terms of targeting (via new data source) and placement (new media).
ASSET DEVELOPMENT AND ITS DELIVERY
- Develop assets for both Paid media and SEO to ensure OTIF delivery. (Predominantly for Japan market)
- Lead digital agency to develop, assets have to be matching to brand direction as well as fitting for purpose.
QUALIFICATIONS AND EDUCATION REQUIREMENTS
- University degree or equivalent experience. Preferably, major in Marketing or Communications.
- 6-10 years of experiences in digital marketing roles, with proven track record in planning, implementing and performance running activations.
- Strong marketing savvy and constantly stay ahead of digital marketing trends, innovations, and capabilities in the market.
- Solid understanding of online advertising campaign management tools such as Google Ads, Yahoo Ads, LINE Ads, Kakao Ads, Naver Ads, etc.
- Data-driven, can present data, communicate insights and recommendations in a simplified manner to cross-functional collaborators.
PREFERRED SKILLS
- Strong performance management skills, ability to plan, deploy, executive, and optimize for performances.
- Hands-on experience in mid-sized campaigns, covering planning, implementing, and optimizing media and search marketing activations
- Highly proficient in Microsoft PowerPoint, Excel and Word.
- Experience in digital & ecommerce front-end platforms such as Adobe suites (AA, AEM, AM, AT, ADAM, Magento, etc), Google Analytics, SFMC, Sprinklr, PowerBI.
WE ARE BAT
BAT is committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at BAT.
- Global Top Employer with 53,000 BAT people across more than 180 markets
- Brands sold in over 200 markets, made in 44 factories in 42 countries
- Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
- Diversity leader in the Financial Times and International Women’s Day Best Practice winner
- Seal Award winner – one of 50 most sustainable companies
BAT is an equal opportunity employer and follows all applicable equal employment opportunity legislation in each jurisdiction in which it operates.
BAT Japan