Area New Category Brand Executive

The British American Tobacco Group; Dubai; On-site; AED 120,000 - 180,000; Full time

Benefits offered by this job

Annual performance bonus

Health plans

Work-life balance initiatives

Transportation support

Flexible holiday plan

Job summary

British American Tobacco Dubai is seeking an Area New Category Brand Executive to strengthen brand narrative, drive consumer relevance, and deploy activation across markets. You will work with cross‑functional teams to shape compelling brand stories and support end market deployment of key initiatives.

The role requires 2–3 years in FMCG, project management experience, and a proactive, analytical mindset. A strong consumer focus and agency management know‑how will help deliver impactful

Qualifications

• Bachelor’s degree in Business Administration and/or Marketing plus 2–3 years in FMCG.
• Experience in project management and deployment of new category space.
• Ability to drive an agenda with many stakeholders.
• Strong analytical and problem‑solving skills.
• Driven to challenge status quo and adapt perspectives.
• Organised, target‑driven and able to manage agency scope.

Responsibilities

• Support Brand team in driving brand power and narrative for New Category brands.
• Lead cross‑functional collaboration to shape cohesive brand narrative and activation.
• Ensure robust brand spend governance across product, packaging and communications.
• Develop consumer insights to inform future strategies and share takeaways across Area and functions.
• Lead development of packaging, creative and research briefs with stakeholders.
• Coordinate cycle plan field with brand plans and launch workstreams with NPI/DBS teams.
• Drive cross‑functional engagement to deliver core business priorities and track campaigns.

Skills

FMCG experience

Project management

Stakeholder management

Analytical skills

Team player

Brand activation

Education

Bachelor's degree in Business Administration/Marketing

Tools

MS Excel

PowerPoint

Job description

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 Dubai has an exciting opportunity for an Area New Category Brand Executive.

Building a brand with purpose that is relevant to key target consumer needs, driving and delivering key pivotal initiatives to be one of the most relevant & successful NC brands in the market.

Reports to: Area Head of NC

Travel Required: Once a year – market visits & ad-hoc for projects

Your key responsibilities will include:

• Support the Brand team in driving brand power and creative strategy for New Category brands by strengthening the brand narrative, building meaningful consumer connections and local relevance across key markets, while using and adapting global expressions
• Lead cross-functional collaboration to shape a compelling and 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, with full adherence to protocols across product, packaging, and communications development (internal and external partners)
• Contribute to developing a strong understanding of the consumer journey, generating insights to inform future strategies and sharing takeaways across the Area and relevant functions
• Lead the development of packaging, creative, and research briefs in coordination with stakeholders, ensuring timely uploads and approvals
• Ensure cycle plan field is maintained in line with key brand plans and strategic priorities by leading on campaign development with the creative agency & driving the new product launch workstreams in conjunction with NPI teams DBS teams
• Drive effective cross-functional engagement to enable timely delivery of core business priorities, alongside clear tracking of campaign development and execution across End Markets

What are we looking for?

• Bachelor’s degree in Business Administration and / or marketing with 2-3 years of experience in FMCG
• Experience in project management and new category space (deployment)
• Capable of driving an agenda involving many multiple points of interactions / stakeholders
• Dedicated team player with good analytical and problem-solving skills
• Drive to challenge status quo and ability to see things from new perspective
• Capacity to nurture in a target driven environment & be organised in approach
• Basic understanding of Agency scope and management of creative assets to meet business objectives

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.