How digital is driving our transformation

In an interview with Hispanic Executive magazine , Marina discusses how she is driving BAT’s digital agenda as we develop a more data-centric focus to help us be faster and smarter.

She says: “Technology needs to be there to free up time and provide differentiated insights. Developing new product categories is a huge undertaking. We need to be really sharp with every step we take and learn quickly what is working and what isn’t to adapt at pace.

“My focus is applying technology and new ways of working to unlock commercial value across the entire organisation and to help the business deliver results faster.”

In the interview, Marina explains how she is also focused on driving our people’s digital literacy, ensuring that the technology implemented at BAT is being used to its fullest.

“If there’s one word that defines my role at BAT, it is ‘connectivity,’” she says. “It’s leveraging the power of technology to enhance and accelerate our connectivity with our employees, our consumers, our external partners, and all our stakeholders.

“The potential of technology in a workplace is only fully realised when you have the culture and ways of working that enable it. We are investing in a digitally enabled, empowered, and connected organisation, allowing us to be simpler, stronger, and faster.”

Marina also looks back on her time so far with BAT and how the company’s diverse culture played a huge part in attracting her to join in 2018.

She says: “At BAT, people really can be themselves and bring their best selves to work.

“Having a diverse and inclusive workforce—which is reflective of society and our consumer base—is important, as it enables us to better understand our consumers. The diversity of our skills, cultures, thinking, and experiences is also a driving force for our innovation and how we ultimately create inspiring products that suit our consumers’ evolving needs and preferences.”

You can read the full interview with Hispanic Executive magazine here .