Data Intelligence Manager

About the Role

BAT is accelerating its transformation into a multi-category global business, striving towards a future with reduced-risk products. As the Data Intelligence Manager, you'll join the Growth Data & Intelligence unit, within the broader Global Consumer Experience function. You'll play a pivotal role in elevating strategic and operational decisions through AI-enabled analytics, driving improvements in channel effectiveness and consumer journeys. Your mission is to harness and interpret data to guide consumer growth strategies and optimize distribution efficiency.

Key Responsibilities

• Lead both regular and ad-hoc analyses focusing on consumer behaviors, performance across channels and funnels, market movements, and competitor landscapes.
• Oversee creation and refinement of advanced predictive models, such as churn analysis, lifetime value projections, and recommendation engines, utilizing machine learning and AI.
• Develop experimentation structures (e.g. A/B and multivariate testing) alongside the activation teams to assess impact and optimize outcomes.
• Identify, assess, and implement emerging analytic technologies and tools to scale analytics solutions across the business.
• Prepare clear, actionable reports and deliver presentations tailored for leadership and cross-departmental partners.
• Initiate deep dives into growth opportunities or potential risks by conducting exploratory analyses and providing insights on consumer journey and channel optimization.
• Support strategic planning with robust, data-driven forecasts and scenario modeling.
• Collaborate with Data Product and Data Platform Managers on aligning analytics product priorities and enhancing enterprise data infrastructure.
• Infuse analytical findings into campaigns and cross-functional projects, while championing best practices in analytical rigor and self-service capabilities within the team.
• Translate complex statistical findings into practical, non-technical recommendations for business stakeholders.

Required Experience and Skills

• Minimum of eight years in data analytics, business intelligence, or data science, with three to five years in a management or leadership role.
• Background in delivering data-driven growth initiatives within consumer-focused sectors, ideally including digital/e-commerce marketing or subscription-based models.
• Expertise in marketing or growth analytics (e.g. attribution, customer journey analysis, cohort studies, personalization, channel assessment).
• Ability to drive a culture of data-backed experimentation, critical thinking, and ongoing learning across teams.
• Strong record in running experimentation programs and guiding business choices based on insights.
• Experience in global, matrix-structured organizations relying on centralized data/martech platforms.
• Technical proficiency in SQL and Python or R (including libraries: pandas, scikit-learn, statsmodels), advanced statistics, and predictive modeling.
• Hands-on experience with experimentation platforms, causal inference, data visualization (e.g. Power BI), and communicating with senior audiences.
• In-depth understanding of growth metrics—CAC, LTV, retention, funnels—as well as AI/ML-driven analytics, data privacy, and modern martech/ecosystem flows.
• Relevant graduate degree is required.

Compensation

The annual gross salary range for this position runs from €73,256.80 to €91,571.00, in line with the 1SQ CLA level.

Benefits & Perks

• Market leading annual performance bonus (eligibility required)
• Diverse health coverages and healthcare plans
• Support for work-life balance and flexible working holidays
• Transportation assistance
• Meal vouchers or canteen options
• Private pension plan
• Comprehensive life and health insurance
• Bonus tied to annual business performance
• Family support initiatives
• Office perks and well-being resources
• Flexible policies as outlined in second-level agreements
• Access to online learning and tailored professional growth initiatives

Additional Information

• Diversity and inclusion are core to BAT's values — the company is certified as a Global Top Employer and welcomes candidates from all backgrounds.
• Support is available for candidates returning to the workforce, including through the Global Returners program.
• Reasonable workplace adjustments are offered to assist candidates throughout the hiring process and employment.