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Brand Manager

Bristol, England, United Kingdom

Brand Manager

  • NE02902
  • 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 Brand Manager role is a position within the UK&I Cluster, reporting to the Senior Brand & Portfolio Manager, working within a team of Brand Managers and Brand Executives.


Responsible for a portfolio of brands, the Brand Manager will identify target consumers, lead the creation of the brand strategy, issue brand guidelines and create the necessary brand assets and toolkits. In addition they will identify, prioritise and seek alignment on opportunities related to brand management, including the development of business cases for changes to existing products or the launch of new products.


The Brand Manager will use data-driven insights to inform brand strategy and provide guidance to creative partner agencies to develop brand guidelines, assets and toolkits. They will also work closely with the Insights function on specific projects to determine research and analysis requirements in order to create a deep understanding of consumers and build commercially viable brand propositions. Working in project teams the Brand Manager will be supported by the Planning Executives and Project Co-Ordinators.


Working closely with category teams, the Brand Manager will also translate guidance and guardrails for multi-region brands into local requirements before handing over to the Senior Planning Manager to create the integrated Brand Plan. When the Brand Manager is responsible for multi-market brands, they will work closely with other Cluster marketing functions to understand needs, develop brand strategies and support in defining appropriate initiatives.

Key accountabilities

  • Develop brand strategy to include brand positioning, commercial brand ambition as well as brand quality strategy.
  • Define brand commercial ambition, equity strategy, positioning and price guardrails (multi-market brands and single market brands).
  • Define target consumer typology for each brand (combustibles)
  • Develop and define long-term 3y initiatives pipeline, with activation toolkit for each initiative (multi-market brands and single market brands).
  • Define 1 year drumbeat of initiatives (multi-market brands and single market brands).
  • Ensure agile response to changes in market environment.
  • To ensure effective collaboration across the cluster and central functions where necessary, to drive excellence, expertise and best practice.
  • Managing projects within the team, working across team and in an agile way to achieve key objectives 
  • Ensure governance, processes and regulatory structures are followed within the team.

Key Capabilities

  • Brand Strategy and planning
  • Business case development
  • Create and develop creative material

Critical Decisions


  • Define 1 year drumbeat of initiatives (multi-market brands and single market brands)


  • Define target consumer typology for each brand (combust.)
  • Define brand commercial ambition (multi-market brands and single market brands).
  • Define brand equity strategy (multi-market brands and single market brands).
  • Define brand positioning and price guardrails (multi-market brands and single market brands).
  • Define long-term 3y initiatives pipeline (multi-market brands and single market brands).
  • Define 1 year drumbeat of initiatives (multi-market brands and single market brands).
  • Define innovation requirements (multi-market brands and single market brands).


  • Define cross-category Portfolio Playbook and Price Guardrails
  • Define innovation requirements (multi-regional brands)
  • In-market execution plan
  • Demand forecast by SKU
  • Define actions to course-correct against in-market execution plan


  • Define brand-agnostic combustible innovation requirements
  • Define cross-category Portfolio Playbook and Price Guardrails
  • Priority sales performance improvement levers

Skills & experience


  • Educated to degree level in relevant field
  • Brand marketing experience 
  • Experience of using customer and market insight to drive commercial gain 
  • Ability to think laterally and creatively, to deliver ideas, initiatives and contribute to discussion.
  • Analytical skills and some strategic thinking to question and recommend brand strategies
  • Good communication and presentation skills
  • Highly collaborative


  • Tobacco sector experience (highly desirable) or FMCG experience

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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