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Brand Manager

Madrid, Community of Madrid, Spain

Brand Manager

  • NE02253
  • Madrid, Community of Madrid, Spain

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 Brand Manager is responsible for driving the strategic and operational planning elements required to deliver commercial results for the Cluster and for alignment and communication of product related activities (new launches, brand migrations and/or de-lists) in accordance with the cycle plans. They will oversee the creation of material and use of tools required to deliver activation elements against the set objectives and is expected to develop and share activation best practices and use shopper, channel, customer, and category insights to drive the successful implementation of these initiatives.


•Define Portfolio Brand Objectives & Targets within the Iberia cluster. •Establish the portfolio brand baseline performance. •Define expected investment profile and timelines. •Ensure timelines are in place to monitor progress against objectives and targets. •Develop Portfolio Brand Equity Strategy to meet the stablished brand objectives & targets. •Develop Portfolio Brand Product Portfolio Strategy. •Based on the existing product portfolio and assessment of the portfolio performance, identify the strategic portfolio brand portfolio targets. Establish potential product gaps, redundancies, or opportunities to assist the Planning Manager to define the portfolio brand product portfolio strategy. •Align with the brand central office in regular basis objectives, strategy & marketing campaigns throughout the fiscal year. •Develop Portfolio Brand Initiative Plan. •Build the detail of the portfolio brand initiative plan to ensure the appropriate number of sales cycles is allocated and all elements of activity are prepared. •Define the target consumer, customer and trade segment for the initiative and ensure the relevant tools are in place to activate effectively. •Define the store to shelf plan to support portfolio brand initiatives. •Ensure systems are updated to reflect changes made to the portfolio brand initiative plan. •Develop Portfolio Brand Activation. •Based on the defined portfolio brand equity strategy and agreed initiatives, select the purpose of the activation & define the campaign details. •Work with the agency & brief on the brand initiatives to develop the activation tools. •Develop Business Case of the initiatives in plan Develop the portfolio brand business case together with Business Intelligence team. •Work with Finance to oversee the target transfer costs and product cost structure, and financial modelling. •Develop Portfolio Brand Investment Plan. Develop the bottom-up budgets to determine the cost per portfolio brand initiative and quantify the total investment required.


•4 or 5 years of relevant experience as Product/Brand Manager Degree / Marketing post degree courses or MBA desirable. § •English: Very High. Marketing fundamentals. •Research tools. Legal framework Manage Microsoft Office (Very high in PPT and Excel) •Additional Skills Good Communication and Interpersonal Skills (proactive, enthusiastic, multitasking, flexible, creative & innovative). •Ability to manage projects in an efficient and effective way at international environment. •Analytical and results driven oriented Results Orientation Teamwork & Cooperation •Change Management & Flexibility Innovation Customer orientation Commitment Proactivity Impact & Influence Analytical thinking


•Imperial Brands offers a competitive package of salary, bonus scheme, pension and 25 days holiday (with an additional 4 days on top + Christmas and New Year’s Eve) •Flexible working hours Monday to Thursday (8 hours to 10); 1 hour for lunch; Finishing hours (17 to 19 hours) + Friday: Start (8 to 10 Hours); Finishing hours (13 to 15 hours) •Work from home •Growth opportunities •Sodexo Card: 11,56 Euros/day > Office •Medical insurance and other benefits

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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