Chris Francis

Trailblazer
DISC Type : DI

Director, Global Head of Data at BAT

London Area, United Kingdom

Overview

Chris is the Director and Global Head of Data at BAT, with 20 years of experience across technology and FMCG sectors at companies like Microsoft. He is a graduate of Quantic School of Business and Technology and is often described as strategic, target-focused, and a strong leader.

Outside of his core responsibilities, Chris is passionate about fostering talent and advancing diversity in leadership, serving as a Mentor for the 30% Club. He is actively involved in industry discussions, recently joining the Retail Innovation Council.

Unique fact: In 2019, the UK eCommerce team he led at Microsoft won the prestigious Platinum Award for Worldwide Top Team of the Year.

Personality Overview

Persuasive

Values Relationships

Charismatic

They do not mind taking risks and can make hard decisions, if necessary.  They like to keep things under control. They are charming and have the ability to align others behind their decisions.

Topics They Care About

Data & AI Strategy
His current role focuses on BAT's data products roadmap to 2030, including AI use cases. He recently completed an AI learning program and joined a Data and AI executive committee.
Digital Transformation
He has extensive experience leading global and UK eCommerce divisions at BAT and Microsoft, focusing on D2C consumer experiences, performance marketing, and digital growth.
Retail Innovation
Recently became a member of the Retail Innovation Council and planned to attend Shoptalk Europe to explore new industry innovations.

Media Appearances

Chris has no verified media appearances

Work History

5-2024
Director, Global Head of Data at BAT
11-2021
Mentor at 30% Club
10-2019 - 5-2024
Director, Global Head of eCommerce at BAT
7-2018 - 10-2019
Head of eCommerce UK and Ireland at Microsoft
3-2015 - 6-2018
EMEA Head of Marketing and Go to Market - Microsoft Digital Stores at Microsoft

Education

2017 - 2018
Executive Master of Business Administration - EMBA from Quantic School of Business and Technology
Bachelor of Science (BSc) Psychology from The Nottingham Trent University

More Information

Social Presence :

Prographics :

Exp : 22 Location : London Area, United Kingdom Job Level : Mid-senior Designation : Director, Global Head of Data at BAT
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Insights For Selling To Chris

During A Call Or A Meeting

DO's

  • Showcase existing customers and use case-studies to grab their attention
  • Help them visualize the impact of their decision
  • Display high self-confidence and expect them to have a strong personality.

DONT's

  • Don’t hesitate from asking them how they truly feel about your product
  • Do not look like someone who doesn’t know what they are talking about
  • Avoid unnecessary negativity or slowness

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Chris is

  • Relationship and product conviction matter equally, followed by a sense of achievement.
  • Will you ever get a clear answer from Chris

  • If they are not convinced, they will say no albeit in a friendly manner.


Insights For Deal Planning

    How fast (or slow) will Chris move?

  • They can reach decisions quickly if they develop trust and confidence in the product.
  • Can Chris take some risk or not?

  • They can take risks if necessary.

You And Chris

Personality Compatibility


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