Area New Category Brand Executive

About the role

British American Tobacco Dubai is seeking an Area New Category Brand Executive to build and grow a purpose‑driven brand in the new category space. You will shape brand narratives, drive consumer connections and support market‑level initiatives across the region.

Key responsibilities

• Support the brand team in developing brand power and creative strategy, adapting global expressions for local relevance.
• Lead cross‑functional collaboration to create a cohesive brand narrative and activation model.
• Ensure robust brand spend governance and compliance with product, packaging, and communication protocols.
• Generate consumer insights, develop packaging, creative and research briefs, and manage approvals.
• Maintain cycle‑plan fields, lead campaign development with agencies, and drive new product launch workstreams.
• Coordinate with End Market deployment teams and NPI/DBS teams to deliver key initiatives.
• Travel to markets once a year and on an ad‑hoc basis for projects.

Required profile

• Bachelor’s degree in Business Administration and/or Marketing.
• 2‑3 years of experience in FMCG, preferably in project management and new‑category deployment.
• Strong analytical, problem‑solving and stakeholder‑management abilities.
• Ability to work in a target‑driven environment and organise tasks effectively.
• Basic understanding of agency scope and creative asset management.
• Proficiency in Russian is preferred.

Required skills

What we offer

• Market‑leading annual performance bonus (subject to eligibility).
• Comprehensive health plans and work‑life balance initiatives.
• Transportation support.
• Flexible holiday plan.