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Channel Manager Key Accounts

Bristol, England, United Kingdom

Channel Manager Key Accounts

  • NE02911
  • Bristol, England, United Kingdom

About Us

We're a truly international company, forth 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 Channel Manager Key Accounts is a key position within the UK&I Cluster, reporting to the Head of Trade Marketing and will lead a team of Trade Strategy Executives.


The Channel Manager Key Accounts and their team are responsible for defining and executing the multi-channel strategy across ITUK’s key retail channels (c.60% of the UK volume) to ensure effective delivery of the cluster strategy and business plan. In this role the post holder will lead the rolling 12 month Key Account Cycle Plan process which includes the planning and delivery of range change events, developing the Market Execution Plan (MEP), Quarterly Business Reviews (QBRs) with each account, and working in conjunction with the Key Account team to deliver the individual account Joint Business Plan (JBP) objectives.  The post holder will also be a key point of contact between the market and the Regional Sales & Trade team, often leading on a number of strategic initiatives.


The post holder will become a go to expert, demonstrating deep knowledge of the ITUK portfolio, the retail landscape and shopper (consumer) behaviours which will aid them in identifying key gaps, strengths and weaknesses in performance and enable them to take key decisions relating to strategy, planning and delivery of the business plan within the Key account Channel.


Utilising a range of data and insights, the postholder will develop annual and tactical trade plans by both channel and customer to ensure the profitable execution of a consumer focused portfolio. In conjunction with the Head of Key Accounts, Key Account Directors and the I&I Business Partner, the post holder will be responsible for monitoring channel performance, predicting trends and identify commercial opportunities to grow both market share and OP.


The successful candidate will lead the planning for the sales force activity in Key Accounts ensuring the  delivery of distribution and availability targets, in store display standards, and advocacy messages to drive share and volume for both ITUK’s combustibles and Next Generation Product (NGP) portfolio. This includes working closely with the Trade Engagement Manager and Operations & Cycle Planning Manager to drive the creation of bespoke tools and compelling sales stories to support the sales teams in executing the strategy.

Key Accountabilities

  • To role model Imperial Brands 5 core behaviors and as part of the Management Team drive employee engagement and knowledge throughout the Trade Marketing Team.
  • Create aligned and agreed channel and sub channel strategy (working with Head of Key Accounts and Head of Field Sales) to deliver the market share objectives within the Key Account Channels
  • Assess account attractiveness and identify any strategic considerations.
  • Plan sales force priorities across sub channel universe.
  • Link brand and shopper needs to develop compelling trade facing material.
  • Review investment strategies with our core customers to achieve joint business plans.
  • Validate and create product launch business cases, ensuring right KPIs are set to be achieved through our key retail channels.
  • Build knowledge of retailer, shopper and customer for insights.
  • To ensure effective collaboration across the cluster and central functions where necessary, to drive excellence, expertise and best practice.
  • Lead the team effectively, ensuring KPIs and objectives are realised.
  • Attract, motivate and develop trade marketing capabilities within the team. To continue to coach, train and mentor talent.
  • Responsible for adhering to budgetary and resourcing allocations within the team.


Stakeholder Relationships :


Market Manager, Trade Marketing, Sales Team, Consumer Marketing, I&I, CLA, Cluster Market Team, Regional Sales & Trade Team.


Relevant Industry Bodies, IGD, Kantar, Key Account Customers (typically the Buyers).

Skills & Experience

  • Previous experience of working in an FMCG environment or equivalent consumer focused industry.
  • Deep understanding of the UK Retail landscape with Category, shopper, channel and customer understanding.
  • Ideally has previous experience of Trade Marketing, Brand Marketing and/or Sales.
  • Previous experience developing strategic and operational plans.
  • Strong stakeholder management skills.
  • Proven track record of both commercial and project delivery.
  • Commercially strong and confident using and interpreting multiple data sources to draw conclusions and recommendations.
  • Confident working with senior managers and able to manage tough conversations and conflict.
  • Expertise with data reporting, Excel, PowerPoint and power BI.
  • Proactive, confident, self-motivated and enthusiastic attitude which can enthuse and motivate others.
  • Independent with the ability to work unsupervised.
  • Articulate – communicate effectively with the Independent Retail team.
  • Self-starter who can maintain high level of personal motivation in challenging circumstances.


Relevant Qualifications:

  • Educated to degree level or has 5+ years commercial experience in similar industries / channels.

What we offer

Imperial Brands offer a competitive package of salary, bonus scheme, pension and 25 days holiday (with an additional 4 days on top to cover the Christmas period and bank holidays). and hybrid work.

Next steps

Interested applicants should apply with their CV highlighting their suitability for the role. 

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