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Data & Insight Analyst

Bristol, England, United Kingdom

Data & Insight Analyst

  • NE02767
  • Bristol, England, United Kingdom

About Us

We're a truly international company, fourth largest in our industry and operating across 120 markets. An inclusive, innovative global FMCG business supported by over 27,500 employees. As we embrace a new era of growth, we are transforming. Our ways of working and culture are driven by a challenger mindset, constantly questioning the status quo. Our agility and entrepreneurial spirit, alongside award winning development programmes, enable innovation and success while creating exciting and rewarding career choices. As we move forward, our customers will be at the heart of what we do, evolving to needs and expectations and committing to a more meaningful contribution to harm reduction by building a successful NGP business. Integral to our long-term success is our sustainability strategy, behaving responsibly and supporting our ambitions, all underpinned by high governance. Encouraging inclusion at local levels and supporting a developing and robust diversity agenda globally, we’re fully committed to creating and maintaining an environment that celebrates and respects difference.

The Role

The CMI Analyst position within Imperial's Global Insight function, creates actionable insights within the central CMI team. Generally working with Consumer insights or Sales & Trade insights (or a combination), this role will deliver insights data and analysis across markets to meet stakeholders' insight requirements and in accordance with best practice standards and processes.

At Imperial Brands, we are currently undergoing a strategic transformation to become a consumer-centric organisation and the new Global Insight function will be a crucial driving force behind this change, placing consumer preferences and demands at the centre of commercial decision making in order to gain competitive advantage.

This objective of this role is to deliver actionable, commercially-sound recommendations to inform and influence business decision-making within central functions. They will take responsibility for delivering insights related to key business processes such as: brand insights, portfolio insights, competitive intelligence, sales & trade performance reviews, trade insights and evaluations, performance management & forecasting.

To do this, requires a deep understanding of the commercial, consumer and regulatory realities, and an expert knowledge of relevant insight techniques, to ensure recommendations are grounded in consumer fact.

Principle Accountabilities

Responsible for delivering insights to support business processes, managed by Business Partners, such as:

  • Brand insights (brand health, consumer profiling, initiative planning / business cases)
  • Portfolio insights (portfolio strategy, portfolio workshops, brand-agnostic initiatives)
  • Competitive Intelligence (establishing & maintaining intelligence flows, summarising trends & insights)
  • Forecasting & Performance management (global demand shifts, tracking management KPIs)
  • Business Planning (Group Portfolio & Brand Planning)
  • Performance reviews (progress vs plan, drivers of deviation vs plan)
  • Trade insights including account prioritisation & segmentation, monitoring competitor activity, trade & sales initiative planning
  • Initiative evaluation including consumer and trade

Further to direction and initial prioritisation from the CMI Team Lead:

  • Collect, collate and analyse data from multiple data sources, prioritising key areas of investigation, and apply a sound interpretation to findings, forming the recommendation with business partners.
  • Build, contribute toward and promote central, self-serve resources such as the global Insight Hub, best-practice toolkits, reporting templates etc, developing a sound understanding of how these work.
  • For more complex or bespoke priority needs, draw on specialist knowledge and resources from CMI, research, data and analytics teams by drafting a business cases for their assistance
  • Articulate how insights contribute to the achievement of Imperial Brands’ strategy, individual team and market strategies, as well as in delivering a clear view of consumer needs and commercial economics to aid decision making
  • Learn swiftly how to provide actionable, commercially sound recommendations that are grounded in facts. You will use independent consumer insights to support the CMI Team Lead and business partners to drive data driven decision making and challenge perceptions when required
  • You will assist stakeholders with regards to next steps, e.g refining solutions, building business cases etc.
  • Responsibility for delivering consistently high-quality insight outputs, in accordance with centrally-set standards and within agreed delivery timescales / terms of the SLA.


  • % of requests within SLA
  • Internal NPS (or CSAT)
  • Internal project benchmarks (% of output meeting standards)
  • Self-service usage of insights at a certain level
  • Group Commercial Objectives

Key Skills & Experience

  • Educated to degree level
  • Knowledge of insight techniques across brand, marketing and forecasting, sales, trade and pricing.
  • Strong analysis skills: can work with multiple data sources, prioritise key areas of investigation, and apply a sound interpretation to findings
  • Can tell stories in a persuasive, articulate and engaging way, challenging stakeholder perspectives
  • Able to develop close stakeholder relationships whilst applying an objective, insight-driven lens to key business problems
  • Ability to embrace change in established operational techniques and practices
  • Ability to work autonomously, when provided with relevant methods, tools and templates
  • Comfortable with working virtually and in person across different geographies, time zones and/or languages
  • Collaborative mindset, keen to play an active role in the global Insight community


  •  Experience in delivering insights across different markets

What We Offer

Competitive salary, bonus scheme, pension, and 25 days holiday (with an additional 4 days on top to cover the Christmas period, and bank holidays), flexible working policy, corporate discounts, Health Cash Plan, and other wellbeing initiatives.

Next Steps

Interested Applicants are encouraged to apply, highlighting their suitability for the above post. 

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