Si 11

Lead Manager Sponsorship Activation

British American Tobacco

Winston Salem, NC

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Job Description

Posted On: March 04, 2020

We are looking for a dynamic, creative, and passionate individual to join our marketing team and be a part of an exciting opportunity to change the tobacco landscape and reimagine a new world of enjoyment for Adult Tobacco Consumers (ATC). Backed with experience, dedication, and best in class industry resources, you will primarily help oversee strategic and critical elements of brand building for our VUSE, vaping brand. More specifically, you will help build & execute on-site our strategic partnership with McLaren, both within Formula 1 and the NTT IndyCar series. During some periods of the year, you will also help support brand building opportunities associated with strategic partnerships within our VELO modern oral brand and Traditional Cigarette brands (including Newport, Camel, NAS & Grizzly).

As Lead Manager, you will collaborate across the organization, as well as agency partners to drive our Consumer Sponsorship & Partnership vision and strategy. Your role and responsibilities will ultimately help to ensure that each sponsorship event drives the ultimate adult nicotine consumer connectivity with our brands, whether that be through our guest partners attending events, agency partners or through our own 360 Activation (both physical and virtual).

As a true champion of the consumer, you will look to outside of category inspiration, as well as our internal global resources to help challenge the status quo, especially around the use of digitally enabled activation touchpoints. You will create insight driven, digital first Sponsorship & Partnership programs that drive towards seamless journeys with our consumer targets.

You will build strong SLAs & KPIs both internally and through third party agents, increasing our overall brand health against key indicators.

This is a pivotal role within the organization and an opportunity to help transform, drive and own every aspect of how our consumers experience our brands through our strategic partner events.


  • Deliver best in class sponsorship & strategic partner events primarily for VUSE, but also for VELO Modern Oral & our TRADITIONAL cigarette brands.
  • Working closely with other Lead Managers of Sponsorship, deliver outstanding on-site 360 activation around our key sponsorships of F1 & NTT IndyCar series or similar events support our broader portfolio.
  • In-depth knowledge for brand marketing and experience identifying underlying connection to consumer values and needs
  • Solid understanding of digital marketing and social media
  • Ability to stay on top of the dynamic nature of social media to ensure new opportunities for engaging with consumers are executed
  • Demonstrated excellence in project management and coordination among cross-functional teams Influence external and internal partners without direct line authority
  • Exemplary interpersonal skills and ability to influence at senior levels within the organization
  • Proactively address needs and work with colleagues at various levels of experience, across departments, and with agency representative
  • Work closely with key internal stakeholders (Trade, Brand, Activation etc.) and external agency partners
  • Create and deliver partnership guidelines and creative assets that align with brand positioning for brand activations
  • Develop and execute the sponsorship/partnership strategic programming, media, and activation plans, building scale and expedite learnings within a global organization
  • Collaborate with our global team, agency partners and internal key stakeholders to help evaluate ongoing international partnerships and sponsorships.
  • Ensure all activations remain within our local LEX guidelines and broader International marketing Principals.
  • Secure proper funding while employing diligent fiscal management to ensure maximum ROI
  • Navigate regulatory environment for additional partnership collateral that may present new consumer activation opportunities.
  • Provide analysis of partnership impact to brand equity and business performance through development of KPI platform
  • This role will require extensive travel and flexible working hours (including several weekends), with on-site delivery critical to overall success

    Required Skills


  • Bachelor’s degree required; Master’s degree preferred


  • 3+ years marketing experience required in a fast paced, consumer goods industry
  • Sponsorship or strategic partnership experience an asset (top CPG company an asset)
  • Demonstrated track record of success

    Special Skills/Attributes:

  • You have a digital first, innovative mindset and creative thinking process
  • You love a fast-paced environment and have a passion to push beyond, challenging status quo
  • You have a superior understanding of brand and consumer values
  • You have a curious nature and ability to translate consumer attitudes and behaviors into hypothesis and strong business opportunities
  • You make a great thought partner with the cross-functional teams
  • You are an excellent storyteller and communicator
  • You have strong analytic capability and planning skills. Adapt to managing process and discipline through the organization, but willing to drive pace & urgency to deliver
  • You exude a can-do attitude, enthusiasm, problem solver and design thinker.
  • You are Insight driven and inspire others.
  • You have a proven track record of setting consumer experience vision and innovation
  • You have digital marketing experience and proficiency
  • You have strong written and verbal presentation skills
  • You have the ability to plan, execute and report out on initiatives
  • You are a results-driven self-starter who can work well both independently and as part of a team