Area New Category Brand Leader

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

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