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Brand Manager (Equity and Planning )

Bristol, England, United Kingdom

Brand Manager (Equity and Planning )

  • NE02136
  • 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

We are currently recruiting an Brand Manager (Equity and Planning ) to join our growing Marketing team. This is a key role to support with the development and implementation of brand strategy, positioning, and plan for Imperial Brands’ largest multi-regional combustible brands, ensuring brand growth and relevance across the priority markets. You will co-ordinate the end to end performance of selected multi-regional brands – from strategy to initiatives planning.

You will be responsible for development and planning of brand building activities, including brand equity in line with the IMB strategy and must-win battles. You will closely work with Regional Marketing and Clusters / Markets to drive integrated planning and execution of brand initiatives for all markets in the respective Cluster. You will be part of the Multi-Regional Brand Management function and will report to Head of Multi-Regional Brands.

You will need to ensure your respective multi-regional brand(s) is optimally positioned to drive success across relevant consumer segments, leveraging local consumer knowledge and central marketing expertise and helping deliver on MWB in helping deliver on our Must Win Battles in priority markets while ensuring continue relevance across the brands’ footprint . Working closely with region, cluster and market colleagues this role will be central to driving positive results.

Key accountabilities

  • Development of Imperial’s largest multi-regional combustibles brands, setting their strategic vision and ambition and responsible for their equity performance
  • Develop brand strategies and positioning for multi-regional combustibles brands, helping to deliver on must-win battles in strategic growth markets, whilst maintaining high relevance in other markets
  • Develop and plan brand building activities, including brand equity in line with the IMB strategy and must-win battles
  • Develop brand book and activation platform for each assigned brand
  • Define 1y brand plan, including brand initiatives (innovation / BAU) and equity strategy
  • Align & coordinate brand requirements across marketing pillars (portfolio, consumer marketing, regional marketing) § Develop campaign briefs, pack, and product initiatives and provide initiatives briefings, ensuring brand initiatives are consistent with brand goals, priorities, and strategies to deliver the yearly business plan
  • Identify and lead process improvements at the brand level Work cross functionally with other CCO teams (Portfolio Management, Consumer Marketing and Regional Marketing), Global Insights, Innovation, Clusters / Markets and others

Skills & experience


  • Educated to degree level in relevant field
  • Outstanding English verbal, written and interpersonal communications skill
  • Strong analytical skills
  • Strong organisational and project management skills
  • Sector experience across FMCG
  • Brand marketing experience - in agency or client side (5+ years)
  • Demonstrated ability to think both strategically and creatively
  • Experience of using consumer and market insight to drive commercial gain
  • Highly collaborative


  • Tobacco sector experience
  • Commercial acumen

What we offer

Imperial Brands offers 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).

Next steps

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

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The year Imperial was founded through the
coming together of 13 UK family-run


Imperial employees worldwide


Number of markets worldwide in which our products are sold