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!
This role is responsible for leading the day-to-day management, optimization, and governance of BAT Japan’s consumer-facing web ecosystem. This role oversees digital content operations, platform performance, and campaign deployment to deliver seamless, compliant, and high-quality consumer experiences across digital touchpoints.
Working closely with internal stakeholders, agency partners, and technology vendors, this role ensures that websites, landing pages, and digital assets are maintained to the highest standards of quality, compliance, performance, and brand consistency. The role is central to enabling digital marketing initiatives, driving consumer engagement, and supporting business growth through effective web operations and data-driven optimization.
As the market lead for web operations in Japan, the Deployment Manager partners with the Senior Deployment Manager – Web & E-Commerce and cross-functional teams to deliver best-in-class digital experiences. This includes overseeing content management, coordinating campaign deployments, implementing enhancements, troubleshooting issues, and ensuring the effective use of digital tools, platforms, and marketing technologies.
The role requires strong knowledge of website operations, digital campaign activation, web analytics, UX/UI, consumer experience optimization, and marketing technology ecosystems. The successful candidate will combine technical expertise with project management and stakeholder engagement skills to drive operational excellence and continuous improvement across the web landscape.
Accountabilites
- Act as the market lead for web operations and digital consumer experiences in Japan, representing the Web & E-Commerce function across cross-functional initiatives and championing best practices.
- Own the end-to-end delivery of web activations, ensuring digital experiences are executed on time, within budget, and in line with brand, commercial, and consumer engagement objectives.
- Lead the localization and adaptation of global digital assets, campaigns, and toolkits to ensure relevance for Japanese consumers while maintaining global brand consistency.
- Partner with Marketing, Consumer Experience, CRM, E-commerce, IT, Legal, and external agencies to deliver seamless and integrated consumer journeys across digital touchpoints.
- Manage the planning, briefing, and execution of web development, content deployment, and enhancement activities, ensuring high-quality delivery from agency and vendor partners.
- Govern website content and digital assets to ensure accuracy, freshness, compliance, and adherence to BAT policies, regulatory requirements, and brand standards.
- Drive ongoing optimization of website performance using analytics, consumer insights, and user behavior data to improve engagement, conversion, and overall experience.
- Monitor website health, including Core Web Vitals, SEO fundamentals, accessibility standards, and platform stability, to maintain a high-performing digital experience.
- Identify and support the resolution of web-related issues by working with technical and business stakeholders to minimize disruption and improve operational effectiveness.
- Oversee translation and localization workflows to ensure Japanese-language content reflects local consumer expectations, cultural nuance, and brand tone of voice.
- Support digital governance and incident management by proactively identifying and addressing compliance, security, fraudulent, and reputational risks across owned digital platforms.
- Manage and optimize web-related budgets, agency resources, and operational investments to ensure efficient resource allocation and measurable business value
Requirements
- Proven experience managing website content, digital campaigns, and online consumer journeys in a complex, multi-stakeholder environment.
- Strong working knowledge of content management systems (CMS), web technologies, and digital platforms, with experience using tools such as Adobe Experience Manager, Magento, or equivalent solutions.
- Strong understanding of digital marketing principles, including content publishing, SEO, website optimization, marketing automation, CRM integration, and consumer acquisition and engagement strategies.
- Demonstrated experience using web analytics and performance measurement tools (e.g., Adobe Analytics, Google Analytics, Adobe Target, Looker Studio, Power BI, or similar) to generate insights and drive optimization.
- Experience translating data and consumer behavior insights into actionable recommendations that improve website performance, campaign effectiveness, conversion, and consumer experience.
- Strong project management skills, with the ability to manage multiple priorities, timelines, agencies, and stakeholders simultaneously.
- Experience working with external agencies, technology vendors, and development partners to deliver high-quality digital solutions and activations.
- Excellent communication and stakeholder management skills, with the ability to influence and collaborate effectively across marketing, commercial, technology, and compliance functions.
- Strong attention to detail and commitment to quality, ensuring compliance with brand standards, legal requirements, and digital governance processes.
- Understanding of website performance metrics, Core Web Vitals, UX principles, and digital best practices.
- Experience localizing global content and digital experiences for Japanese consumers, with an appreciation for local market nuances and consumer expectations.
- Demonstrated leadership skills, with experience managing teams and direct reports.
- English language proficiency, both written and verbal
Desirable:
- Experience working in the Japan market, with a strong understanding of local consumer behavior, cultural nuance, and digital ecosystem dynamics.
- Native or business-level Japanese language proficiency, with the ability to review, localize, and validate consumer-facing digital content and engage effectively with local stakeholders and agency partners.
- Working knowledge of HTML, CSS, JavaScript, and core web development principles.
- Experience identifying, troubleshooting, and resolving website performance, content, and technical issues.
- Familiarity with UX/UI best practices, conversion rate optimization (CRO), and consumer journey mapping.
- Experience working with marketing technology platforms, personalization tools, and A/B testing solutions.
- Previous experience leading, coaching, or developing team members and managing agency or vendor relationships.
- Experience operating in highly regulated industries where compliance, governance, and quality standards are critical.
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.
Collaboration, inclusion and partnership underpin everything we do here at BAT. We are looking forward to enabling every individual to thrive, regardless of 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, veteran status, perspectives and thinking styles. We know that embracing talent from all backgrounds is what makes us stronger and best prepared to meet our business goals.
We see the career breaks as opportunities not obstacles. Through The Global Returners program, we support professionals looking to restart their careers after an extended absence from the workforce (e.g. time out caring for family, parental leave, national service, sabbatical and/or starting an 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.
If you require any reasonable adjustments or accommodations to help you perform at your best during the recruitment process, you are encouraged to notify us. We are fully committed to support you by making appropriate arrangements for you to demonstrate your full potential.
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