dCommerce Manager

SENIORITY LEVEL: Management

FUNCTION: Marketing - CX Activation

LOCATION: London

TYPE OF CONTRACT: Permanent

BENEFITS

• Flexibility for working from home (depending on the work requirements)
• UK yearly Incentive Bonus – competitive % based on business results and average annual salary
• Attractive Private Pension Plan - up to 15%, Private Medical cover, Doctor @hand-24/7 GP appointments, by video or by phone, 365 days a year, from anywhere in the world
• Share Reward Scheme (free shares and share saving scheme), Group Personal Accident Insurance, Life Assurance
• Flexible Benefits Scheme: Tax Return Assistance, Cycle To Work, Holiday Trading, Dental Insurance, Travel Insurance; Onsite Gym and Gyms Discounts-discounts at over 3,700 gyms, SPAs, pools, studios and outdoor fitness events across the UK; Season Ticket loans-Interest free loans for purchase of annual tickets for public transport

ROLE POSITIONING AND OBJECTIVES

What are the key objectives and expectations from this role?  

The role sits within the Conversion team, as part of the wider CX Activation team and will ensure all possible digital conversion points are optimised for consumer purchase. Also, it will manage and drive conversion rate optimisation across digital commerce touchpoints and be responsible for ensuring these are delivering effective results. In collaboration with the Head of Conversion, the job holder will develop and implement broader strategy taking into account own and 3rd party channels to improve engagement and results, carrying out testing, experiments and data analysis to create data-driven conversion strategies.

The position will collaborate closely with other leads making sure conversion efforts are coordinated and consistent across touchpoints and channels. They will work closely with acquisition and retention teams to ensure that the role of dCommerce touchpoints is clearly defined in the consumer journey, and with TM&D, Own Retail and Marketplace teams to assure that the activity reflects wider commerce and trade activity and strategies. The role owns all capabilities that falls within dCommerce, and ensures these are updated and stays relevant across the BAT Capability Compass.

Furthermore, you will collaborate with the Growth Hub and DRBUs to deliver POCs which demonstrate the value of commerce and making sure best use cases are implemented as best practices across markets. It will ensure the right metrics are supervised, such as traffic, CVR, AOV, etc, and provide analysis of shopper behaviours that drive performance. It will facilitate sharing of consumer and shopper insights with the wider organisation, such as Category and Product teams, to support their prioritisation agenda.

What is the direct impact of this role on the team or organization?

This role will assure that dCommerce channels (own and 3rd party) are activated successfully and that they have a clear role in the broader consumer ecosystem and there is a clear strategy for dCommerce in consumer journeys that will help grow the value of BAT’s D2C audience.

WHAT YOU WILL BE ACCOUNTABLE FOR

• Leading the development of the BAT global dCommerce capability roadmap, ensuring this is shared with relevant teams
• Using data and tools to analyse data and identify trends and areas where the website is underperforming in terms of conversion and engagement rates and identify areas for improvement
• Setting global best practices on CRO and personalisation, and support the DRBUs with activation.
• Developing and implementing strategies and recommendations to improve the conversion rate of websites, including A/B testing, bottleneck analysis, usability testing and content optimization
• Collaborating with other teams to ensure that dCommerce strategies and activities are aligned with the broader consumer journey and wider business goals
• Supporting Conversion PoCs with dCommerce expertise, focusing on driving incremental value
• Liaising with trade teams to ensure that dCommerce activity reflects key product and trade insights and is aligned to wider activity
• Supervising own commerce websites performance and report regularly on key metrics, flagging growth opportunities
• Building performance reports for internal stakeholders, sharing clear insights, findings and recommendations
• Continuously supervising the market and identify new solutions/trends
• Acting as a conversion expert, educating end markets on market leading practices

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE

• Graduate Degree
• 5-7 years' of experience in digital marketing with a strong focus on e-commerce
• Practical experience across dCommerce optimisation
• Ability to link consumer conversion or engagement to commercial value
• Deep understanding of how different commerce touchpoints work together
• Experience in driving PoCs and how to incubate pilots to rapidly learn
• Deep industry expertise in Consumer goods, preferably in combustibles/NC
• Experience working with agencies, briefing and managing them
• Experience using conversion assistance platforms such as Google Analytics, Hubspot, Optimizely, Hotjar, VWO etc., as well as web personalisation tools such as Adobe Target and AEM
• Strong understanding of conversion channels – e.g. eCommerce, Marketplaces, Own Retail
• Experience as a successful team leader
• Experience developing positive relationships with stakeholders to deliver aligned activations
• Strong interpersonal and engagement skills

BENEFICIAL

• Good understanding of Acquisition and Retention channels, and how these work with Conversion touchpoints
• Understanding of SEO and Paid Media