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Digital Trade Marketing Analyst - Dublin

Dublin, County Dublin, Ireland

Digital Trade Marketing Analyst - Dublin

Dublin | County Dublin | Ireland

About us

At Imperial Brands, we’re challengers by instinct and energetic hands-on operators. Our entrepreneurial spirit is what sets us apart.

We’re a truly international company driven by a strong challenger culture. An innovative and responsible FTSE100 FMCG business widely recognised on the global stage. We generate over £30bn revenue and employ over 30,000 like-minded achievers in markets worldwide. We’re driven by a common purpose: to create something better for the world’s smokers including next generation products.

Alongside our respected brands such as John Player Blue, JPS, Golden Virginia and Rizla, we’re increasingly focused on developing a leading portfolio of next generation products with lower health risks than regular tobacco products, all underpinned by leading edge science and high-quality innovation.

The role

We are seeking a Digital Trade Marketing Analyst in our Marketing function. The position will be based in our Dublin Office.

If you enjoy working in a fast-paced environment and you are looking to build a career in a dynamic FTSE100 FMCG company, with a focus on working within Marketing where no two days are the same this role could be your next step. We are looking for someone who enjoys working as part of a team, someone who has experience of dealing with data and can share information and insights with the wider business.

The Digital Trade Marketing Analyst is responsible for successfully co creating, planning, implementing and analysing a full suite of digital activation plans for our TobMax and NGP portfolio across all channels within the market, to grow customer and consumer engagement. Full management of our performance enhancing Trade Partner Program is a key aspect of the role, as well as developing joint business plans with customers to deliver digital KPIs and initiatives to increase the effectiveness of our e-commerce platforms.

Key accountabilities

In Conjunction with department head, develop annual digital activation calendar for priority customers across Tobmax and NGP, ensuring full visibility of costs and ROI. 

  • Full end to end management of our trade engagement platform ignite, including all e-commerce functionality, the trade partner program and trade communications.
  • Develop annual strategy and plans to increase ignite engagement including usership on an annual basis, aligned to agreed KPIs for both e-commerce usage and ignite rewards registrations.
  • Full management and administration of ignite Tobmax & NGP e-commerce pages, ensuring portfolio and pricing (RRP & Trade Cost) always reflect actuals, including real time management of stock availability flags and pricing events.
  • Management of all aspects of agency partner relationship and SLA including quarterly reviews.
  • Determine, scope out & manage platform development requirements with partner agency ensuring all work is delivered to agreed timescales and budget.
  • Ownership and management of ignite customer database ensuring all data held on the platform complies with internal requirements and external regulations e.g. GDPR. Database is updated on a weekly basis and aligned to other internal systems such as Salesforce, SAP and UKIR.
  • Responsible for management of ignite rewards program including weekly/monthly/quarterly program recommendations aligned to cycle focus. Setting targets by outlet by sku based on agreed volume. Cyclical reporting and uploading of reward allocations by customer. Resolution of any customer queries relating to the rewards program.
  • Ongoing and thorough analysis of rewards program performance versus targets, including sharing the analysis with relevant stakeholders and using the insights to recommend future program changes.
  • Development and implementation of regular customer communications regarding all aspects of ignite rewards.

Management of for the market

  • In conjunction with Cluster Digital team and FV, agree market relevant strategies and plans for increasing site traffic, volume sales and eco system numbers.
  • Responsible for day to day management of localised blu brand website ensuring updates & amends are implemented within agreed SLA.
  • Tailor content to local requirements.
  • Deliver and implement annual calendar of activity including promotional plan for myblu portfolio on the site.
  • Main point of contact for Consumer Service team when managing any consumer queries in the market and reporting

Skills & experience


  • Analytical and insight focused
  • Experience in digital marketing and ecommerce management
  • Excellent analytical skills with the ability to take actionable insights out of data
  • Highly developed organisational and delivery behaviour and attitudes.
  • Excellent influencing and stakeholder management skills
  • Highly commercial and numerate
  • Marketing qualification
  • Entrepreneurial, growth mindset
  • Proactive, confident, self-motivated
  • Prepared to challenge conventional thinking
  • Understanding of e-commerce 


  • Previous work experience in production of insight led presentations which drive business recommendations
  • Understanding of the various trade channels within the market, including Vape.
  • Ability to think laterally and creatively – to deliver ideas and initiatives and contribute to discussion.

What we offer

Imperial Tobacco offers a competitive package of salary, bonus scheme, pension and 22 days 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