In Store Excellence Manager, Marketing Deployment, GTR

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!

ROLE SUMMARY

What are the key objectives and expectations from this role?

We are seeking an experienced and commercially driven In-Store Excellence Manager to lead the Global Travel Retail (GTR) In-Store Excellence agenda across priority markets worldwide. This role sits at the intersection of strategy and execution, owning the end-to-end deployment of in-store excellence initiatives that enhance shopper experience, strengthen brand visibility, and drive commercial performance across global travel retail environments.

As the subject matter expert for In-Store Excellence, you will work closely with Consumer Experience, Business Development, Trade, and market teams to translate strategy into scalable, market-relevant execution plans while ensuring best-in-class retail standards across diverse airport and travel retail locations.

Location: Kuala Lumpur, Malaysia

Function: Marketing

Sub-Function: Marketing Deployment

Business Unit: Global Travel Retail (GTR)

Reporting to: Head of Marketing Deployment

Core Relationships:

Your key responsibilities will include:

• Own and lead the Global Travel Retail (GTR) In-Store Excellence strategy, with full accountability for strategy development, deployment, check-back processes, performance evaluation, and continuous improvement across priority markets worldwide.
• Translate global strategy into scalable, market-tailored deployment plans, adapting execution standards to local shopper insights, customer needs, regulatory requirements, operational constraints, and market realities while maintaining global consistency.
• Partner closely with Consumer Experience, Business Development, Trade, Category, Insights, Finance, Legal, Procurement, GFFs, and market teams to align priorities, enable execution, monitor progress, and ensure successful deployment and post-implementation reviews.
• Review management visit reports, GFF feedback, deployment results, and market performance data to identify execution gaps, unresolved issues, compliance risks, and opportunities for improvement across global travel retail locations.
• Drive corrective actions and issue resolution by challenging execution gaps constructively, aligning accountable collaborators, following through to closure, and ensuring sustainable improvements in execution quality and consistency.
• Conduct regular market visits across priority airports and travel retail environments to assess execution standards, shopper experience, competitor activities, merchandising effectiveness, portfolio visibility, and deployment success, translating insights into actionable recommendations.
• Identify, capture, and scale standard methodologies across markets while improving visibility, retail activation, portfolio execution, commercial impact, and shopper engagement through insight-led recommendations and practical execution solutions.
• Act as the global subject matter expert for In-Store Excellence, providing leadership with clear visibility of progress, risks, opportunities, execution performance, and strategic priorities while ensuring compliance with legal, responsible marketing, finance, procurement, and sustainability requirements

What are we looking for?

• Significant experience in Global Travel Retail, FMCG, Consumer Goods, Tobacco, Shopper Marketing, Trade Marketing, Customer Marketing, Visual Merchandising, Retail Design, or Marketing Deployment, with a strong understanding of travel retail operations and in-store execution.
• Proven ability to translate brand, category, and shopper strategies into retail standards, toolkits, deployment frameworks, and scalable execution solutions that deliver consistent results across multiple markets.
• Strong expertise in shopper journey mapping, space planning, planograms, merchandising, retail visibility, point-of-sale execution, and retail activation principles.
• Demonstrated experience leading cross-functional and multi-market projects from concept development through deployment, execution monitoring, evaluation, and continuous improvement.
• Strong commercial and analytical capability with the ability to evaluate opportunities, interpret execution performance, prioritize investments, identify risks, and develop practical, insight-driven recommendations.
• Excellent stakeholder management, influencing, communication, facilitation, presentation, and project management skills, with the ability to simplify complexity and drive alignment across functions, markets, customers, agencies, and senior leadership teams.
• Experience working with agencies, suppliers, production partners, procurement processes, and implementation vendors, including assessing quality, feasibility, lead times, operational requirements, and cost trade-offs.
• Ability to operate independently in a fast-paced global environment, manage competing priorities, thrive in ambiguity, communicate fluently in English, work effectively across multicultural teams, and travel internationally 3-4 times annually for market assessments, deployment reviews, and competitor benchmarking.

What we offer you?

• 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
• Your journey with us isn't limited by boundaries; it's propelled by your aspirations. Join us at BAT and become a part of an environment that thrives on internal advancement, where your career progression isn't just a statement – it's a reality we're eager to build together. Seize the opportunity and own your development; your next chapter starts here.
• 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

WHY JOIN BAT?
We’re one of the few companies named as a Global Top Employer by the Top Employers Institute – certified in offering excellent employee conditions.

Collaboration, inclusion and partnership underpin everything we do here at BAT. We are looking forward to enabling every individual to thrive, regardless of gender, sexual orientation, marital or civil partnership status, gender reassignment, race, religion or belief, colour, nationality, ethnic or national origin, disability, age, skills, experience, education, socio-economic and professional background, veteran status, perspectives and thinking styles. We know that embracing talent from all backgrounds is what makes us stronger and best prepared to meet our business goals.

We see the career breaks as opportunities not obstacles. Through The Global Returners program, we support professionals looking to restart their careers after an extended absence from the workforce (e.g. time out caring for family, parental leave, national service, sabbatical and/or starting an own venture).

Come bring your difference and see what is possible for you at BAT. Learn more about our culture and our award winning employee experience here.

If you require any reasonable adjustments or accommodations to help you perform at your best during the recruitment process, you are encouraged to notify us. We are fully committed to support you by making appropriate arrangements for you to demonstrate your full potential.