Why BAT Japan
Two markets, real consumer data, and a marketing organisation small enough that your analysis reaches the people who set the budget.
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 · Junior Executive
Decide which consumer campaigns deserve next year's budget — with the data to prove it.
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. Getting there means spending marketing money well in two demanding markets. That's what this analysis is for.
The role
You measure how our consumer experience campaigns perform across Japan and Korea and tell the business what to do differently. Supporting the Consumer Experience Analytics Manager, you work with marketing teams and with our global business services colleagues on the data behind it. The output isn't a report — it's a recommendation someone acts on.
What you'll own
Performance analysis of consumer experience campaigns in both markets — what worked, what drove it, and what to change
Return on investment and consumer advocacy measurement, and the resource recommendations that follow
The performance dashboards the marketing teams rely on — accuracy, usefulness and the discipline to retire the ones nobody reads
Data quality and reporting standards, working with our global business services team
Partnering with marketing teams so decisions are made on evidence rather than the loudest opinion in the room
What you'll bring
Real experience measuring campaign or programme performance, not only building reports
Strong analytical judgement — you can tell a signal from a coincidence and say so
Working fluency in analysis tools such as SQL and Tableau, or their equivalents
The ability to explain a finding to a marketer in one sentence
Qualifications
3–5 years in data analytics, ideally in a consumer experience or marketing environment
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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