Global Product Owner, Consumer Data Products

BAT is evolving at pace into a global multi-category business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World.
To 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!

British American Tobacco United Kingdom has an exciting opportunity for a Global Product Owner, Consumer Data Products in London

The Global Product Owner, Consumer Data Products is accountable for defining, prioritising and delivering consumer data products that enable the organisation to better understand, activate, personalise and measure consumer engagement across markets and channels. The role owns the product vision, roadmap, backlog, value proposition and adoption of consumer data products across CRM, CDP, loyalty, D2C, paid media, social media, advocacy, web/app engagement, consumer identity, segmentation and consumer activation use cases.

The Global Product Owner, Consumer Data Products acts as the bridge between business stakeholders, regional D&A teams, local markets, data engineering, BI, architecture, privacy, legal and governance teams. They translate consumer and marketing business needs into structured product requirements, ensure the product backlog is prioritised according to value and feasibility, and drive delivery of scalable, reusable, compliant and adoption-focused data products.

Your key responsibilities will include:

• Product strategy, vision and roadmap
• Define and own the product vision and roadmap for consumer data products, ensuring alignment with Marketing, Digital, Consumer Experience, CRM, Media, Insights and regional priorities.
• Translate business objectives into a clear portfolio of data products, capabilities, features and use cases.
• Define the product value proposition, expected outcomes and success measures for each product or major feature.
• Maintain a prioritised roadmap balancing business impact, strategic relevance, data readiness, technical feasibility, privacy considerations and delivery capacity.
• Ensure the roadmap is clearly communicated to global, regional and market stakeholders.
• Business requirements and product backlog ownership
• Convert business problems into clear Business Requirements Documents, user stories, acceptance criteria, product specifications and prioritised backlog items.
• Own backlog prioritisation, ensuring delivery squads focus on the highest-value features and that trade-offs are clearly explained to stakeholders.
• Work closely with Business Analysts to ensure requirements are sufficiently documented, traceable, testable and ready for delivery.
• Ensure product increments are delivered with clear business context, data requirements, KPI definitions and measurable business outcomes.
• Maintain alignment between discovery, design, delivery, UAT, deployment, adoption and continuous improvement.
• Consumer data product ownership
• Lead data product development across consumer data domains, including CRM, CDP, loyalty, paid media, social media, D2C, web/app behaviour, consumer identity, consented engagement data, segmentation and next-best-action use cases.
• Shape products that enable consumer understanding, consumer activation, personalisation, audience strategy, campaign effectiveness and consumer lifecycle analytics.
• Ensure consumer data products are designed to be scalable, reusable, market-adaptable and aligned with enterprise data architecture.
• Partner with engineering and architecture teams to ensure the right ingestion, harmonisation, modelling, semantic layer and visualisation approaches are applied.
• Ensure consumer data products can support both descriptive and advanced analytics use cases, including segmentation, propensity modelling, personalisation, recommendation logic and marketing effectiveness measurement.
• Stakeholder engagement and demand management
• Act as the primary point of accountability for consumer data products across global, regional and local stakeholders.
• Engage Marketing, Digital, CRM, Brand, Media, Insights, Activation, Legal, Privacy, IDT and regional D&A stakeholders to identify needs, pain points, priorities and opportunities.
• Convert fragmented demand into structured, prioritised and value-led product roadmaps.
• Facilitate alignment across business, technical, governance and regional teams to ensure product decisions are transparent and well understood.
• Manage expectations on scope, timelines, dependencies, MVP definition and trade-offs.
• Data governance, privacy and compliance
• Ensure consumer data products are designed and delivered in line with applicable privacy, security, access management and data governance requirements.
• Work with Privacy, Legal, Security, Architecture and Data Governance teams to ensure appropriate controls are considered for consumer data use.
• Ensure data products include clear ownership, documentation, KPI definitions, lineage, access rules, data quality expectations and retention considerations where relevant.
• Promote strong governance practices, including structured documentation, data contracts, taxonomy alignment, metadata management and auditability.
• Support privacy-by-design thinking for use cases involving personalisation, consumer identity, automated processing, segmentation and activation.
• Delivery leadership and cross-functional coordination
• Coordinate with delivery teams, including data engineering, BI, data science, architecture, QA, PMs and BAs, to ensure product delivery is aligned with the roadmap and business value.
• Participate in sprint planning, backlog refinement, demos, UAT, release planning and post-launch adoption reviews.
• Ensure delivery teams have clear requirements, decision points, business rules, data definitions and acceptance criteria.
• Identify and manage delivery risks, dependencies, blockers and prioritisation conflicts.
• Support continuous improvement of delivery methodology, documentation standards, product lifecycle management and governance routines.
• Adoption, value realisation and continuous improvement
• Define product KPIs and adoption metrics, including usage, stakeholder satisfaction, data quality, business impact and decision enablement.
• Drive adoption of consumer data products by ensuring they are intuitive, trusted, well documented and embedded into business routines.
• Gather feedback from users and stakeholders to continuously improve product usability, performance, relevance and scalability.
• Measure whether products are delivering intended business outcomes and recommend enhancements, decommissioning, consolidation or scaling decisions.
• Build a strong feedback loop between global product strategy, regional requirements and local market usage.

What are we looking for?