British American Tobacco (BAT)

Product guide for retail and trade

Foundational SKU-level messaging within global regulatory constraints

Create a brand-safe, modular copy system for cigarette variants that supports clarity, compliance, and local adaptation

• Developed nomenclature and variant descriptors across multiple SKUs

• Created a consistent voice and structure that could scale across markets

• Translated regulatory language into clear, user-friendly product definitions

• Collaborated with legal, regional, and marketing teams for compliance and alignment

• Delivered a standardized messaging toolkit adopted by global trade teams

• Reduced rewriting and localization errors across launch regions

• Enabled faster go-to-market for new SKUs with pre-approved messaging

• Gained fluency in systems thinking for complex, rule-heavy industries