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! As a CRM Executive for UK & Ireland, you’ll be at the heart of transforming how we engage with consumers through personalized, data-driven communication. Managing a portfolio that spans leading brands like Vuse and Velo, you’ll drive direct-to-consumer activation across our CRM platforms, delivering relevant, creative, and impactful experiences that build loyalty and boost ROI. You’ll collaborate with teams across Ecommerce, Brand, Analytics, CX, Legal, and creative agencies to ensure every message is optimized and aligned with our growth ambitions. This is a high-impact, fast-paced role that combines creativity, insight, and operational excellence. Your work will set new standards for CRM in UK&I and shape the future of consumer engagement across markets. Your Key Responsibilities Will Include • Deliver UK & Ireland business strategy through CRM activities across all digital platforms. • Lead key projects to grow the active database, embed personalization, design tailored customer journeys, and drive sustainability. • Develop and execute direct-to-consumer communications (email & SMS) using Salesforce and Adobe. • Partner with Business Analysts and IT to strengthen digital platforms for both internal and external users. • Leverage optimization tools (e.g., Einstein) to enhance email setup and performance. • Proactively identify and address issues impacting strategic, operational, or project delivery. • Drive consumer engagement through A/B testing and data-led insights. • Manage day-to-day agency relationships to deliver impactful D2C content and campaigns aligned with segmentation, messaging, and creative needs. What are we looking for? • Degree qualified (2 2 or above) with strong academic grounding. • Fluent in English, with excellent written and verbal communication skills. • 2+ years of proven CRM experience, ideally with Salesforce Marketing Cloud. • Strong understanding of CRM principles including consumer needs, customer journey mapping, UX, targeting, personalization, and creative execution. • Skilled in consumer segmentation, email performance analysis, reporting, and insights. • Passionate about digital marketing, with a growth mindset and up-to-date knowledge of trends and best practices. • Proactive, adaptable, and resilient—thriving in fast-paced, evolving environments and tackling challenges with creativity and drive. • Strong project management and critical thinking skills, able to collaborate, innovate, and push boundaries to deliver impactful results. 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.