Why BAT Japan
Most brand managers wait years for regional scope and a budget of their own. Here both come with the job.
A market-leading annual performance bonus (subject to eligibility)
Health cover, transport support and a flexible holiday plan with additional incentives
English and Japanese language training, delivered on company time
A published capability framework for every role and grade — so you know precisely what the next grade requires, not just that progression exists — plus online learning and structured leadership programmes
Global Top Employer for the ninth consecutive year — certified across five regions and a record 44 countries
Tokyo, Japan · Full-time · Manager · Scope: Japan, Korea and Taiwan
Build a brand in a category that didn't exist a decade ago, in the region that decides how it develops.
BAT is a global multi-category consumer goods business. Our purpose is to create A Better Tomorrow, with a vision to build a smokeless world: as at 31 December 2025, 34.1m consumers used our Smokeless Products, generating 18.2% of Group revenue, and our ambition is 50m Smokeless consumers by 2030. North Asia is one of the most advanced smokeless markets anywhere — which means the marketing playbook here is being written rather than borrowed.
The role
You lead brand strategy and delivery for our new categories across Japan, Korea and Taiwan: what we stand for, who we're for, what we launch, how it's priced and packaged, and how it's communicated. You hold your own budget and you're accountable for the results — including the post-launch review that says whether the plan was right.
What you'll own
Brand strategy on a one-to-four-year horizon — positioning, audience, innovation pipeline and the full marketing mix
Adapting global brand direction for three very different markets without losing what makes the brand coherent
The communications strategy, grounded in consumer insight, competitor behaviour and where the technology is going
Creative, media, design and innovation agencies — briefing them, steering them, and evaluating them honestly
Your full-year budget: allocating it, defending it, and releasing or requesting funds as the plan changes
Approval of trademarks, product claims and campaign elements through Legal, R&D and Insights, on time
Brand integrity in market — spotting where execution has drifted from strategy and correcting it
Working relationships with the consumer experience and deployment teams who turn your strategy into what a consumer sees
What you'll bring
Ownership of a brand or category — including the commercial numbers, not just the campaign
Strength in communications and digital marketing, which this category depends on more than most
Confidence with pricing and profitability, and the judgement to argue for a position
Useful, not essential: brand building in a new or disrupted category
Qualifications
5+ years in brand marketing at an international consumer goods company or a consumer-facing business with real pace
A university degree
Native-level Japanese and business English. Korean is a bonus, not a requirement
Whoever you are and wherever you're from, you can belong here — many nationalities, ages, genders and professional backgrounds, supported by Women in Leadership and B-United, our LGBTQ+ and allies network. Our Global Returners programme supports people restarting after time away from work. Need an adjustment during the process? Just tell us.
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