Mobile Application Executive

About the Position

Mobile Application Executive

Montreal, Canada

Positioning and Objectives

The Mobile App Executive is responsible for defining and delivering the mobile app roadmap to drive consumer activation, engagement, and retention. This role owns the end-to-end product lifecycle, including feature planning, technical delivery, app releases, platform management, and performance optimization across web, iOS, and Android.

The job incumbent will be working closely with CRM, Digital, Consumer Care, UX/UI, and development teams. The Mobile App Executive translates business priorities into digital solutions, manages external technology partners, and continuously improves the app experience through data, consumer insights, and ongoing optimization.

The incumbent will report to the CRM & Loyalty Manager.

Responsibilities

Strategy

• Define and maintain the mobile app product roadmap, ensuring alignment with business objectives, consumer needs, and digital priorities.
• Translate strategic priorities into product initiatives and features that deliver consumer and business value.
• Continuously identify opportunities to improve app performance, consumer engagement, and the overall user experience.
• Own and prioritize the product backlog, ensuring features and enhancements are clearly defined, prioritized, and ready for development.
• Act as the Product Owner, balancing business, consumer, and technical priorities throughout the product lifecycle.
• Partner with business stakeholders to align priorities and roadmap decisions across cross-functional teams.
• Ensure all required approvals for product features are secured, including RGM and Legal.
• Monitor industry trends, competitor activity, and consumer insights to drive innovation and continuous product improvement.

Technical Delivery

• Collaborate with internal UX/UI designers and external agency partners to design intuitive, user-centered app experiences.
• Translate business requirements into epics, features, and user stories within Azure DevOps (ADO).
• Participate in Agile ceremonies, including stand-ups, backlog refinement, sprint planning, sprint reviews, and release planning.
• Coordinate with development partners and vendors (e.g., Cognizant, ITC, Connectivity Team) to deliver features, integrations, and enhancements on time.
• Support system testing and User Acceptance Testing (UAT) to ensure features meet business and functional requirements before release.
• Regularly validate production features, identify defects, raise bugs, and work with development teams to ensure timely resolution.
• Collaborate with the Consumer Care team to communicate upcoming releases, known issues, and feature changes, enabling proactive consumer support.
• Manage app releases and submissions with agency partners.
• Own Apple App Store Connect and Google Play Console, including app submissions, release management, metadata updates, compliance requirements, and ongoing platform administration.

Campaign Management

• Support the Campaign Team in developing and executing activation plans for the mobile app.
• Lead the creation of app-specific campaign briefs for agency partners and contribute to broader D2C campaigns where the mobile app plays a strategic role.
• Manage campaign asset reviews, ensuring alignment with brand guidelines and legal requirements.
• Partner with CRM, eCommerce, and internal global centers of excellence (e.g., GrowthHub) to define data, audience, and segmentation requirements that enable personalized consumer experiences.

Performance Management

• Own the accuracy, governance, and integrity of app performance data.
• Monitor performance against defined KPIs and identify opportunities to improve activation, engagement, retention, and feature adoption.
• Drive continuous optimization through data analysis, testing, experimentation, and consumer feedback.
• Provide regular performance reporting, insights, and recommendations to stakeholders through governance forums (e.g., QPM and monthly business reviews).

Vendor & Budget Management

• Manage relationships with external agencies, technology partners, and vendors to support successful product delivery.
• Manage the mobile app budget, ensuring investments in enhancements, platform capabilities, and activation initiatives align with business priorities and deliver value.

Requirements

Technical / Functional / Leadership Skills Required

• Strong analytical and problem-solving skills with advanced Microsoft Excel skills and basic SQL knowledge.
• Basic understanding of React JS, HTML to effectively support & troubleshoot with software development partners.
• Understanding UX/UI best practices and experience working with tools such as Figma and Adobe Experience Manager (AEM).
• Experience writing user stories, managing product backlogs, and using Azure DevOps (ADO) or similar Agile tools.
• Familiarity with Salesforce Marketing Cloud (SFMC), consumer data management, segmentation, and personalization.
• Experience with mobile app platforms, including Apple App Store Connect and Google Play Console.
• Familiarity with digital analytics platforms such as Google Analytics, Adobe Analytics, Firebase, or Branch.
• Experience supporting app testing, User Acceptance Testing (UAT), and release management.
• Strong Leadership Competencies
• Strong stakeholder management and collaboration skills.
• Excellent verbal and written English communication skills, and nice to have French.
• Ability to manage multiple priorities in a fast-paced environment.
• Consumer-centric mindset with a focus on continuous improvement and delivering business value.

Experience Required

• 3–5 years of experience in mobile app product management, digital product, CRM, digital marketing, or eCommerce.
• Experience working in an Agile environment with cross-functional product and technology teams.
• Experience managing digital products or mobile applications throughout the product lifecycle.
• Experience working with external technology vendors and agency partners

Education / Qualifications / Certifications Required

• Bachelor's degree in marketing, Business, Digital Product Management, Engineering or related field (or equivalent experience).
• Agile certification (e.g., Certified ScrumMaster (CSM), Professional Scrum Product Owner (PSPO), or equivalent) is preferred.

We Offer

Our company thrives when our people do. Therefore, we are committed to providing comprehensive total compensation and benefits that enhance both your professional and personal life. Our offerings include competitive salaries, bonus incentives, and a wide array of benefits designed to support your overall well-being. We aim to address not only your career growth but also your physical, emotional, social, and financial health.

Some of the outstanding benefits we offer include:

• Competitive salary and bonus incentives.
• Pension Contribution DCPP – employer contributes up to 11% of base salary.
• 100% employer paid flexible medical & dental benefits – disability & life insurance coverage.
• Free 24/7 Virtual Healthcare for all employees and their dependents.
• Generous vacation time, in addition to our 13 company holidays.
• Top-up to 100% of salary provided to all parents for up to 18 weeks.
• We provide on-site fitness centre, on-site medical centre, on-site free parking and on-site CPE day-care.
• State-of-the-art digital tools, and company paid iPhone.
• Access to our global, digitally enabled learning, leadership coaching, and mentoring programs.
• Career Development Framework that equips all employees with the tools and platforms to connect with opportunities both locally and globally.
• Hybrid workforce model that balances working from home and from the office as the new standard.

About the Company

At BAT, we’re committed to more than just jobs, we’re dedicated to purposeful careers. We believe that everyone has a place in our organization. Whether you are seeking mentorship, diversifying your experience through international assignments or embracing innovative work methods, we’re here to propel your career aspirations and unleash your full potential.

We believe in you. Join us at BAT, where purpose meets possibility, and your career story unfolds.