{"id":3526819,"url":"https://alion.io/job/bat-social-media-manager","title":"Social Media Manager","company":{"id":1780863,"name":"BAT","domain":"bat.com","url":"https://alion.io/company/bat-com","size_band":"5000+","is_staffing_agency":false,"employer_type":"direct","is_intermediary":false,"listed_via":null,"ats_vendor":"SuccessFactors","truth_index":{"grade":"A","score":100,"open_postings":14,"ghost_share":0,"stale_share":0,"repost_share":0,"time_to_fill_p50_days":13,"computed_at":"2026-11-01T06:10:25Z"}},"role":"Marketing","role_family":"Marketing","seniority":"senior","employment_type":null,"work_mode":"on_site","remote_scope":null,"remote_scope_basis":null,"remote_working_hours":null,"hiring_geo_confidence":"structured","locations":["Tokyo, Japan"],"countries":["JP"],"hiring_countries":[],"hiring_countries_total":0,"salary":null,"salary_estimate":{"min_usd":38000,"max_usd":90000,"period":"year","method":"global_role_cell_scaled_by_country","sample_n":5512},"experience_years_min":5,"visa_sponsorship":false,"relocation_package":false,"has_equity":false,"technologies":[],"status":"live","first_seen_at":"2026-10-30T14:31:24Z","employer_posted_date":"2026-10-30","last_verified_at":"2026-10-31T05:37:40Z","board_verified":true,"closed_at":null,"days_open":2,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":2},"description":"BAT is evolving at pace into a global multi-category business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World.\nTo 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!\nAbout the Role\nLead the next chapter of social media in Japan, with the autonomy to shape culture, grow communities, and build a high-performing social capability.\nWe are looking for a social media leader to shape how our brands participate in culture, build communities, grow audiences, and turn social performance into measurable brand and business impact in Japan.\nLeading one direct report and an extended agency analytics team, you will set the vision, raise creative ambition, and build a high-performing social capability. You will have genuine ownership, with the freedom to challenge, experiment, and create culturally relevant work, alongside clear accountability for its performance.\nThis is not a traditional social media management role. You will operate in a highly regulated environment, combining creative ambition with sound judgement and disciplined governance. The challenge is not simply to create more content, but to find distinctive, responsible, and culturally relevant ways for our brands to participate in social.\nWe recognise that outstanding social leaders can come from different backgrounds. If you have built audiences, shaped culture, led people and partners, and delivered measurable impact, we encourage you to apply even if your experience does not follow a traditional path.\nTeam Leadership and Key Relationships\nYou will directly lead and develop the Social Media Executive and provide strategic direction to an extended agency team supporting analytics and reporting. You will work closely with Brand, Consumer Experience, PR, CRM, Paid Media, Legal, Corporate Affairs, and global teams to bring the social strategy to life.\n\nInternal\n\nExternal\n\nStrategy, Campaign Planning and Marketing Deployment Teams\n\nCreative Agency Partners\n\nOmni-channel Marketing Team\n\nContent Partners\n\nBrand & Category Team\n\nPlatform and Analytics Partners\n\nGlobal Content and Partnership Teams\n\nLegal and Corporate Affairs\n\nKey Responsibilities\nLead and Develop the Social Media Function\nLead and develop BAT Japan’s social media capability, setting a clear vision, standards, and ways of working.\n\nCoach and develop the Social Media Executive, building confidence, capability, and accountability.\n\nDirect the extended agency team, ensuring objectives, priorities, and performance expectations are clear.\n\nBuild a culture of creativity, accountability, continuous learning, and experimentation.\n\nEmpower the team and partners to challenge convention, test new ideas, and take ownership of outcomes.\n\nBalance cultural relevance and creative excellence with disciplined performance management and commercial impact.\n\nChampion the capabilities, tools, and processes needed to continuously improve social performance.\n\nLead Social Strategy\nDefine and lead the social media strategy across all relevant channels.\n\nEstablish clear channel roles, content pillars, and growth plans.\n\nBuild annual and quarterly social roadmaps aligned to brand and business objectives.\n\nIdentify opportunities for social media to lead campaigns rather than simply amplify them.\n\nOwn social performance targets including audience growth, engagement, reach, and content effectiveness.\n\nDrive Cultural Relevance\nStay ahead of cultural, lifestyle, entertainment, fashion, music, creator, and digital trends, identifying the signals that matter for our brands and audiences.\n\nIdentify emerging opportunities that can strengthen brand relevance and consumer engagement.\n\nTranslate cultural insights into compelling social-first initiatives and content platforms.\n\nAct as the voice of culture within the marketing organisation.\n\nBuild Communities and Engagement\nDevelop strategies that drive meaningful community participation and advocacy.\n\nGrow audiences while improving engagement quality and retention.\n\nCreate social experiences that encourage conversation, sharing, participation, and community building.\n\nExplore new formats, features, and engagement tools to deepen audience connections.\n\nLead Content and Creative Excellence\nSet the creative ambition for social, turning cultural insight, platform behaviour, and audience understanding into ideas people choose to watch, share, and participate in.\n\nChampion social-first storytelling that is culturally relevant, premium, and distinctive.\n\nEnsure all content reflects brand strategy while remaining authentic to platform behaviour and audience expectations.\n\nCreate the conditions for brave, distinctive work by giving teams and partners a clear creative direction, space to experiment, and accountability for results.\n\nBuild Cultural Relationships and Communities\nDevelop and nurture an ongoing network of cultural collaborators, creative talent, tastemakers, and community partners relevant to the brand’s positioning and Japan’s cultural landscape.\n\nBuild trusted, long-term relationships through regular dialogue, shared interests, and meaningful engagement beyond individual campaigns or events.\n\nWork closely with PR, Brand, Consumer Experience, and agency partners to identify relevant individuals and communities for approved cultural initiatives, experiences, and collaborations.\n\nTake ownership of relationship planning and coordination, ensuring clear responsibilities, thoughtful engagement, and consistent follow-up across internal teams and agencies.\n\nBring insights from these relationships into social strategy, content development, and experience planning to strengthen cultural relevance and audience understanding.\n\nEvaluate talent effectiveness and optimise investments using performance data and audience insights.\n\nEnsure all engagement and collaboration follows applicable internal policies, approval processes, and local requirements.\n\nDevelop long-term creator ecosystems that support sustainable brand growth.\n\nTurn Performance into Growth\nSet the measurement framework for social, connecting audience growth, engagement, content performance, and cultural relevance to broader brand and business objectives.\n\nLead the agency analytics resource, ensuring reporting produces clear insights, decisions, and actions rather than data alone.\n\nUse audience intelligence, social listening, and platform performance to identify growth opportunities and improve creative effectiveness.\n\nBuild a test-and-learn culture across the team and agency partners, using evidence to continuously optimise performance.\n\nClearly communicate social performance, implications and recommended actions to senior stakeholders\n\nLead Agencies and Stakeholders\nServe as the strategic lead across all social and creator agency partners.\n\nBuild strong partnerships while maintaining high standards of accountability and performance.\n\nCollaborate closely with Brand, PR, Consumer Experience, CRM, and Paid Media teams.\n\nInfluence senior stakeholders through clear storytelling, strategic thinking, and business-focused recommendations.\n\nWhat Success Looks Like\nA clear and distinctive social presence that relevant audiences actively choose to follow, engage with, and participate in.\n\nSustained growth in relevant followers, reach, engagement quality, and community participation.\n\nSocial established as a source of culturally relevant ideas and brand growth, not only a channel for campaign amplification.\n\nA confident, accountable, and creatively ambitious team supported by high-performing agency partners.\n\nPerformance intelligence consistently translated into faster decisions, stronger creative work, and continuous improvement.\n\nEssential Experience and Capabilities\n5+ years or significant experience in social media, content strategy, creator marketing, brand communications, or digital marketing, with evidence of leading strategy, teams, and measurable growth.\n\nProven ownership of social strategy and delivery of audience, engagement, or brand-growth outcomes.\n\nPeople leadership experience, including developing direct reports and directing agency specialists.\n\nDeep understanding of major social platforms and how audience behaviour, creative conventions, community dynamics, and measurement differ by channel.\n\nStrong knowledge of Japan’s cultural, creator, and digital landscape.\n\nAbility to translate cultural insight and performance data into creative, commercial, and investment decisions.\n\nStrong commercial judgement and the ability to connect social activity to wider brand and business objectives.\n\nStrong agency and stakeholder leadership, including the ability to influence and communicate with senior audiences.\n\nWritten and verbal English-language proficiency.\n\nJapanese-language capability is advantageous but not essential. Candidates must demonstrate the ability to operate effectively within Japan’s cultural, creator, and digital ecosystem, working with local-language specialists where required.\n\nDesirable Experience\nExperience with premium consumer or lifestyle brands.\n\nExperience connecting social with CRM, PR, experiential marketing, creators, or paid media.\n\nExperience introducing new formats, platforms, tools, or measurement approaches.\n\nExperience operating in a regulated or governance-intensive environment.\n\nExperience working in Japan or within Japan’s cultural, consumer, creator, and digital ecosystem.\n\nWHY JOIN BAT?\nWe’re one of the few companies named as a Global Top Employer by the Top Employers Institute - certified in offering excellent employee conditions.\nCollaboration, 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.\nCome bring your difference and see what is possible for you at BAT. Learn more about our culture and our award winning employee experience here.\nIf you require any reasonable adjustments or accommodations to help you perform at your best during the recruitment process, you are encouraged to notify us. 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