Foresights Executive

British American Tobacco
Full time Full day

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!


SENIORITY LEVEL: Junior management position

FUNCTION: Business Intelligence



The Foresights Executive will be a key role supporting the Data & Foresights team in executing consumer, customer and competitor insights and foresights. The role, will effectively manage external research agencies, ensuring compliance to best practices to produce agile, high value & actionable insights.

The Foresights Executive will furthermore provide critical support in delivering rapid & impactful insights mining & analysis utilising innovative approaches to aid business decision making to drive scale in our brands and protect the heartland base of our portfolio. With a strong focus on understanding the smoking behaviour, evolving choice drivers, trends and preferences of consumers, this role will drive insights into action through on-going analysis across diverse data sets to augment and expand understanding of key adult nicotine user groups.

Relationship objectives are:

Create proactive and effective stakeholder engagement at all levels to drive business results

  • Research Agencies

  • Budget holders;

  • Cross-functional teams (Marketing/Finance/Commercial, others)

Key success factors include:

  • Demonstrate strong ability to understand business questions and usage of the wide array of data to drive actionable insights

  • Driving consumer insights and foresights through traditional/digital/innovative methodologies

  • Identify and actively pursue continuous improvement opportunities to increase the overall efficiency and effectiveness of processes

Reports to: Business Intelligence Lead

Reporting Level: N/A


  • Evaluate and analyse consumers in terms of the industry, as well as from macro perspective to enable marketing decision making by the means of consumer journey, semiotics, smoking adoption patterns, etc., through ascertaining the correct methodology and research activities (qualitative & quantitative)

  • Explore and identify innovative methodology and provide oversight on the data collection process, analytic work plan and narrative framework to ensure actional insights are generated to support business needs

  • Managing external agencies for the execution of consumer research projects

  • Manage external agencies for the execution of consumer research projects and syndicated studies ensuring on-time - in full delivery of outputs at defined quality standard that deliver to initial scope and business objectives

  • Effectively manage stringent project timelines for a fast paced business environment

  • Translate data & information into impactful actionable insights & foresights and convey analysis and recommendations via presentations and written reports to internal stakeholders

  • Generate critical consumer insights via aggregation and synthesis of multiple studies and data sources conducted over a period of time

  • Continuously strive to improve current tools and methodologies to improve analysis of information


  • Degree in Marketing, Business Administration, Analytics or related field

  • At least 3 years prior experience within a similar role – market research / consumer insights / brand manager/

  • Experienced in managing and executing a range of qualitative and quantitative research

  • Advanced understanding of research methodologies and solid analytic skills including: ability to synthesize information, identify trends, reduce complexity and identify key opportunities

  • Strong analytic skills & critical/creative thinking skills

  • Advanced Microsoft Office Skills (PowerPoint / Excel)

  • Experience in both research agency as well as client side

  • Past experience on Tobacco/FMCG category

  • Experience in insights/brands across multi-cultural business context

  • Project management experience and strong capability of managing and prioritising a number of competing task for different stakeholders

  • Proficiency in English, possessing strong communication skills

  • Exceptional storytelling skills with the ability to present information in a simple and compelling format that has practical application


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 world-class 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


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!

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