Area New Category Brand Executive

About the role

BAT Dubai is looking for an Area New Category Brand Executive to build a brand with purpose that meets key consumer needs and delivers pivotal initiatives, aiming to be one of the most relevant and successful New Category brands in the market. The role reports to the Area Head of N and involves travel once a year for market visits and ad-hoc project work.

Key responsibilities

• Support the Brand team in driving brand power and creative strategy for New Category brands, strengthening the brand narrative, building consumer connections and local relevance across key markets, and adapting global expressions
• Lead cross-functional collaboration on a cohesive brand narrative underpinned by a strong activation model, and support End Market deployment teams in delivering key initiatives
• Ensure robust brand spend governance for assigned brands, adhering to protocols across product, packaging and communications development with internal and external partners
• Contribute to understanding the consumer journey, generate insights for future strategy and share takeaways across the Area and relevant functions
• Develop packaging, creative and research briefs with stakeholders, keeping them timely and approved
• Maintain the cycle plan field in line with brand plans and strategic priorities, lead campaign development with the creative agency and drive new product launch workstreams with NPI and DBS teams
• Drive cross-functional engagement, track campaign development and execution across End Markets

Required profile

• Bachelor's degree in Business Administration and/or marketing with 2-3 years of experience in FMCG
• Experience in project management and the new category space (deployment)
• Able to drive an agenda involving many stakeholders
• Dedicated team player with good analytical and problem-solving skills
• Ability to challenge the status quo and see things from a new perspective
• Organised and able to thrive in a target-driven environment

Required skills

• Basic understanding of agency scope and management of creative assets to meet business objectives
• Project management and new category deployment experience

What we offer

• Market-leading annual performance bonus (subject to eligibility)
• Benefits vary by country and include health plans, work-life balance initiatives, transportation support and a flexible holiday plan with additional incentives
• Online learning platforms and personalised growth programmes