Job Description

The Role:
We are seeking a dynamic and experienced Strategy Director to lead the strategic output for VML across the British American Tobacco (BAT) account, specifically focusing on Velo globally and regionally, and Vuse for some regional work. This role requires a strong balance of brand planning expertise and consumer experience understanding, enabling you to effectively translate global and regional strategies into impactful end-market executions across diverse markets and media landscapes.
As Strategy Director, you will be responsible for driving strategic excellence, fostering collaboration, and guiding both internal teams and clients to achieve optimal outcomes. You will be a key point of contact, working closely with the Global team (Velo), Regional teams (Vuse and Velo), and the UK team (Vuse and Velo).
Key Responsibilities:

• Strategic Leadership: Lead the development and execution of comprehensive brand and communication strategies for Velo (globally and regionally) and Vuse (regionally).
• Brief Management: Effectively manage briefs originating from Global, Regional, and UK teams, ensuring clear understanding and alignment across all stakeholders.
• Consumer Experience Expertise: Apply a deep understanding of consumer experience to translate high-level strategies into tangible end-market executions across various channels and markets.
• Collaboration: Foster strong collaborative relationships with the wider VML team, including the WEA team, Experiential team, and Data team, to integrate diverse expertise and deliver holistic solutions.
• Framework Application: Utilise established frameworks to structure strategic thinking and present compelling recommendations to clients.
• Consumer Journey Mapping: Develop detailed consumer journeys (connections planning) and channel-specific journeys to optimise engagement and drive desired outcomes.
• Client Management: Steer clients through the strategic process, providing guidance, challenging assumptions, and ensuring the best possible outcomes.
• Internal Collaboration: Work collaboratively with WPP and the wider network to leverage resources and expertise.
• Cultural Insights: Identify and leverage cultural insights and nuances to inform strategic recommendations and ensure relevance across diverse markets.
• Global Perspective: Apply a global perspective to develop strategies that resonate with target audiences in individual markets and across multiple regions.
• Presentation Skills: Present strategic recommendations to senior clients and internal teams in a clear, concise, and persuasive manner.
• Channel Understanding: Demonstrate a broad understanding of and affinity for the full mix of media channels, from Social to Digital to Advertising & retail.
• Team Management: Guide and mentor a broader set of Planners and Creatives worldwide.
• Brand Consistency: Embrace multiple channels, multiple audiences and multiple markets but ensure the brand remains clear on its purpose, is highly distinctive and always consistent.

• Be a seasoned strategic leader with a proven track record of developing and implementing successful brand and communication strategies for global brands.
• Possess deep expertise in consumer behaviour, market trends, and competitive landscapes.
• Be a true hybrid, have strong understanding of integrated marketing principles and the ability to develop channel strategies spanning Paid media, owned media such as ecom and social, experiential, retail
• Be able to create comprehensive toolkits with a mind to local market execution
• Be a highly collaborative and influential leader, capable of building strong relationships with clients, internal teams, and external partners.
• Be a strategic thinker with the ability to translate complex data and insights into actionable recommendations.
• Have a love of utilising frameworks to unlock creative opportunities.
• Be a compelling storyteller with excellent presentation and communication skills.
• Be comms planning conversant - with an aptitude for understanding how to tailer and priorities messaging by channel and task.
• Be comfortable working in a fast-paced, dynamic environment and managing multiple projects simultaneously.
• Be passionate about innovation and staying ahead of the curve in the ever-evolving marketing landscape.
• Have experience working on global accounts and managing diverse teams.
• Demonstrate a strong understanding of the regulatory environment surrounding the tobacco industry (or similar regulated industries) and the ability to develop strategies that comply with all applicable laws and regulations.
• Be adept at using data and analytics to measure the effectiveness of marketing campaigns and optimise performance.
• Be a proactive and results-oriented individual with a strong work ethic and a commitment to excellence.

• Proven experience as a Planning Director or similar strategic leadership role within an advertising or marketing agency.
• Extensive experience in developing and executing brand and communication strategies for global brands.
• Demonstrated expertise in consumer experience and connections planning.
• Strong understanding of digital marketing, social media, and emerging technologies.
• Excellent communication, presentation, and interpersonal skills.
• Proven ability to build and maintain strong client relationships.
• Experience working with cross-functional teams and managing multiple projects simultaneously.
• Experience working on BAT is beneficial though not essential.