Area Manager

Job Description
At British American Tobacco we are committed to our purpose of creating A Better Tomorrow.
This is what drives our people and our passion for innovation. See what is possible for you at BAT!
·
Market leading FMCG brands sold in over 200 markets
·
Global Top Employer with 52,000 BAT people across more than 180 markets
·
Times Top 100 company to work for - outstanding Glassdoor reviews
·
Diversity leader in the Financial Times, International Women's Day Best Practice winner, National Equality Standard & Global Equality Standard Certification, Level 2 Disability Confident Employer status
·
Excellent compensation and benefits package
Area Manager - NW London and Hertfordshire
£38,200 basic salary + up to 30% bonus + car + comprehensive benefits package including pension, healthcare, and 25 days annual leave.
About the job:
BAT is evolving at pace - truly like no other organisation.
To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey!
Role Summary
As Area Manager you will be responsible for overall performance of your region and the day to day management of a team of 10 field based Territory Managers.
What are the key objectives and expectations from this role?
The Area Manager is the sole Multicategory Sales Area Custodian, owning the full strategy and deployment at area level and serving as the primary role responsible for the quality execution of all trade and brand plans within the designated area, covering vaping, nicotine pouches, and FMC.
This role is crucial for achieving key business related KPIs such as Share of Market (SOM), volume, distribution levels, and TCI objectives across various trade channels. The role places a special emphasis on people management and development, performance tracking, area account management, mystery visits to establishments, and 121 and activation management.
Market Monitoring and Analysis
Conduct daily control of BAT volume, market volume, and New Product Introductions (NPIs) in the area to identify new opportunities or improvement areas. o Business Development - identify opportunities in the market to be driven at local level or escalated up
Weekly market visits with purpose to identify market insights (Market visits with or without TMs)
Area account management for mini-multiples
Quality Execution of Brand & Trade Programs
Drive and ensure the quality execution of all Brand & Trade programs or activities within the assigned area.
Coordinate the swift implementation of programs, reacting decisively against competitive threats.
B2B - compliance and drive o 121 activation management - in collaboration with B2B and Consumer Experience ensure areas and territories have mapped out, engaged and agreed upon activations
KPI Monitoring and Assessment
Visibility drive KPIs - including furniture, backwalls, counter top units or any other solution - focus on resource allocation and overall accountability of area deployment
Measure and assess results against Route to Market (RTM) KPIs (SOM, Distribution Levels, Out of Stock, TCP compliance, and Product quality at retail) and Consumer Activation's KPIs (Visibility SOV, Quality of brand activation, and TCI).
Generate SOM Growth and enhance BAT Brand equity among retailers and consumers.
Team Leadership and Development
Lead, manage, develop, and coach the team to create a highly motivated and high[1]performing unit that surpasses the competition.
Emphasize on-the-job training and talent pipeline development for the broader organization.
Training and Induction
Ensure appropriate training and induction for the team in business-relevant areas, including the tobacco industry, product knowledge, competitors, BAT internal systems, and legal restrictions.
Resource Management
Propose and manage area resources in line with TCI guidelines to maximize return on investment.
Ensure proper resource allocation to support the implementation of projects and activities.
Data Integrity and Reporting
Ensure the team reports daily in company systems.
Verify the correctness of data gathered by the area team for accurate feedback to SRM, Trade & Brands teams.
Engagement with Business Partners
Engage with key business partners to gain high levels of trade support and loyalty.
Generate innovative solutions for all sales channels in the area.
Support to Line Manager
Support the Line Manager (Senior Regional Manager) with relevant information on the team under your responsibility to feed Talent Pipeline meetings.
Environmental, Health, and Safety
Monitor environmental, health, and safety standards to ensure compliance and create best practices for employee well-being.
Customer Route Optimization
Keep customer routes up to date, consistently optimizing them based on Trade Marketing classification parameters and criteria.
Responsible for both regularly visited customers and other points of sale where cigarettes are sold.
Experience, Skills, Knowledge Essential
Experience Required
Approximately 3/4 years of experience in trade marketing / sales at Territory Area Manager/Sales Rep level or Brand/Trade Assistant level in an FMCG company that has incorporated a trade channel and account management approach.
Experience in People Management.
Technical / Functional / Leadership Skills Required
Motivating, coaching, and developing people.
Depth Sales and Field experience.
Leadership skills and potential.
Superior selling skills.
Customer service orientation.
Clear understanding of BAT trade strategies.
Cross-market knowledge.
Teamwork and cooperation.
Strategic and analytical thinking.
WE ARE BAT
At BAT, we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation.
See What Is Possible For You At BAT.
Global Top Employer with 53,000 BAT people across more than 180 markets
Brands sold in over 200 markets, made in 44 factories in 42 countries
Newly established Tech Hubs building extraordinary capabilities for innovation in 4 strategic locations
Diversity leader in the Financial Times and International Women's Day Best Practice winner
Seal Award winner - one of 50 most sustainable companies
BELONGING, ACHIEVING, TOGETHER
Collaboration, diversity, and teamwork underpin everything we do here at BAT. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals.
Come bring your difference