Senior Manager, Consumer Data Products

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!

British American Tobacco United Kingdom has an exciting opportunity for a Senior Manager, Consumer Data Products in London

The Global Product Owner, Consumer Data Products is accountable for defining, prioritising and delivering consumer data products that enable the organisation to better understand, activate, personalise and measure consumer engagement across markets and channels. The role owns the product vision, roadmap, backlog, value proposition and adoption of consumer data products across CRM, CDP, loyalty, D2C, paid media, social media, advocacy, web/app engagement, consumer identity, segmentation and consumer activation use cases.

The Global Product Owner, Consumer Data Products acts as the bridge between business stakeholders, regional D&A teams, local markets, data engineering, BI, architecture, privacy, legal and governance teams. They translate consumer and marketing business needs into structured product requirements, ensure the product backlog is prioritised according to value and feasibility, and drive delivery of scalable, reusable, compliant and adoption-focused data products.

Your key responsibilities will include:

• Product strategy, vision and roadmap

  • Define and own the product vision and roadmap for consumer data products, ensuring alignment with Marketing, Digital, Consumer Experience, CRM, Media, Insights and regional priorities.
  • Translate business objectives into a clear portfolio of data products, capabilities, features and use cases.
  • Define the product value proposition, expected outcomes and success measures for each product or major feature.
  • Maintain a prioritised roadmap balancing business impact, strategic relevance, data readiness, technical feasibility, privacy considerations and delivery capacity.
  • Ensure the roadmap is clearly communicated to global, regional and market stakeholders.

• Business requirements and product backlog ownership

  • Convert business problems into clear Business Requirements Documents, user stories, acceptance criteria, product specifications and prioritised backlog items.
  • Own backlog prioritisation, ensuring delivery squads focus on the highest-value features and that trade-offs are clearly explained to stakeholders.
  • Work closely with Business Analysts to ensure requirements are sufficiently documented, traceable, testable and ready for delivery.
  • Ensure product increments are delivered with clear business context, data requirements, KPI definitions and measurable business outcomes.
  • Maintain alignment between discovery, design, delivery, UAT, deployment, adoption and continuous improvement.

• Consumer data product ownership

  • Lead data product development across consumer data domains, including CRM, CDP, loyalty, paid media, social media, D2C, web/app behaviour, consumer identity, consented engagement data, segmentation and next-best-action use cases.
  • Shape products that enable consumer understanding, consumer activation, personalisation, audience strategy, campaign effectiveness and consumer lifecycle analytics.
  • Ensure consumer data products are designed to be scalable, reusable, market-adaptable and aligned with enterprise data architecture.
  • Partner with engineering and architecture teams to ensure the right ingestion, harmonisation, modelling, semantic layer and visualisation approaches are applied.
  • Ensure consumer data products can support both descriptive and advanced analytics use cases, including segmentation, propensity modelling, personalisation, recommendation logic and marketing effectiveness measurement.

• Stakeholder engagement and demand management

  • Act as the primary point of accountability for consumer data products across global, regional and local stakeholders.
  • Engage Marketing, Digital, CRM, Brand, Media, Insights, Activation, Legal, Privacy, IDT and regional D&A stakeholders to identify needs, pain points, priorities and opportunities.
  • Convert fragmented demand into structured, prioritised and value-led product roadmaps.
  • Facilitate alignment across business, technical, governance and regional teams to ensure product decisions are transparent and well understood.
  • Manage expectations on scope, timelines, dependencies, MVP definition and trade-offs.

• Data governance, privacy and compliance

  • Ensure consumer data products are designed and delivered in line with applicable privacy, security, access management and data governance requirements.
  • Work with Privacy, Legal, Security, Architecture and Data Governance teams to ensure appropriate controls are considered for consumer data use.
  • Ensure data products include clear ownership, documentation, KPI definitions, lineage, access rules, data quality expectations and retention considerations where relevant.
  • Promote strong governance practices, including structured documentation, data contracts, taxonomy alignment, metadata management and auditability.
  • Support privacy-by-design thinking for use cases involving personalisation, consumer identity, automated processing, segmentation and activation.

• Delivery leadership and cross-functional coordination

  • Coordinate with delivery teams, including data engineering, BI, data science, architecture, QA, PMs and BAs, to ensure product delivery is aligned with the roadmap and business value.
  • Participate in sprint planning, backlog refinement, demos, UAT, release planning and post-launch adoption reviews.
  • Ensure delivery teams have clear requirements, decision points, business rules, data definitions and acceptance criteria.
  • Identify and manage delivery risks, dependencies, blockers and prioritisation conflicts.
  • Support continuous improvement of delivery methodology, documentation standards, product lifecycle management and governance routines.

• Adoption, value realisation and continuous improvement

  • Define product KPIs and adoption metrics, including usage, stakeholder satisfaction, data quality, business impact and decision enablement.
  • Drive adoption of consumer data products by ensuring they are intuitive, trusted, well documented and embedded into business routines.
  • Gather feedback from users and stakeholders to continuously improve product usability, performance, relevance and scalability.
  • Measure whether products are delivering intended business outcomes and recommend enhancements, decommissioning, consolidation or scaling decisions.
  • Build a strong feedback loop between global product strategy, regional requirements and local market usage.

What are we looking for?

• Proven experience in Product Ownership/Product Management within consumer data, CRM, CDP, marketing technology, digital analytics, or related data platform environments

• Strong understanding of consumer data ecosystems, including CRM, loyalty, D2C, paid media, social media, digital engagement, customer identity, segmentation, and personalization.

• Experience translating business needs into product requirements, including user stories, acceptance criteria, backlog prioritization, roadmap development, and Agile delivery practices.

• Knowledge of consumer data platforms and data architecture, including data ingestion, harmonization, modeling, semantic layers, reporting, and analytics enablement.

• Experience delivering data products that support marketing activation, customer insights, personalization, segmentation, reporting, and decision-making.

• Strong understanding of data governance principles, including data quality, lineage, data contracts, documentation, lifecycle management, privacy, consent management, GDPR compliance, and access controls.

• Proven stakeholder management skills, with the ability to align global, regional, and local teams, manage competing priorities, and translate demand into value-driven product roadmaps.

• Experience working with cross-functional teams, including engineering, business intelligence, data science, architecture, privacy, and business stakeholders, throughout the product lifecycle from discovery to adoption and scale.

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.

At BAT, we champion collaboration, inclusion, and partnership as the bedrock of our values. We wish to foster an environment where every individual can thrive, irrespective of factors such as 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, as well as diverse perspectives and thinking styles. We recognise that our strength lies in embracing talent from all walks of life, empowering us to develop our culture of inclusivity and better achieve our business objectives.

We view career breaks not as obstacles but as opportunities and encourage everyone, without hesitation, to apply. Through our Global Returners program, we provide support to professionals seeking to re-enter the workforce after an extended absence, be it for family care, parental leave, national service, sabbatical, or starting their 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.

We take pride in being a Disability Confident Employer. If you need any reasonable adjustments or accommodations to be made during the recruitment process to support you performing at your best, please inform the recruitment partner who will be in touch should your profile be selected for the role you applied for. We are wholeheartedly committed to optimising your prospects of success by making suitable arrangements so that you may showcase your full potential.

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