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Consumer Insights Segmentation Manager

Bristol, England, United Kingdom

Consumer Insights Segmentation Manager

  • NE02154
  • Bristol, England, United Kingdom

The role

A new Manager-level position within Imperial's Insights function, acting as the reference point for Consumer Segmentation. This role will be fundamental in setting up the business for success as consumer segmentation becomes a critical pillar of Imperial’s consumer-centric strategy across all aspects of the business.

Imperial Brands is currently undergoing a strategic transformation to become a consumer-centric organisation and the new Insights function will be a crucial driving force behind this change, placing consumer preferences and demands at the centre of commercial decision making to gain competitive advantage.

The Consumer Insights (Segmentation) role will be responsible for implementing a key pillar of this strategic transformation, Consumer Segmentation.

This will involve:

  • The creation of an updated Consumer Segmentation will can serve as the basis for various insights pillars, including Research, brand and marketing decisions and trade insights
  • Integration of the segmentation into various business processes, ensuring a consistent approach across the company
  • The development of material to assist the wider business network to understand, use and exploit the consumer segmentation, improving targeting and effectiveness.

Key accountabilities

  • Create an effective framework to develop a centralised consumer segmentation, which can be be applied across the business, for example, within research samples, targeting brand or marketing initiatives and trade activities. Consumer segmentation is a fundamental pillar of Imperial’s strategic transformation, and this role will be responsible for defining our approch, delivering the project and driving its implementation across the business.
  • Responsible for collating intelligence and synthesising into high quality insights to support Imperial’s short-medium term consumer strategy
  • Responsible for updating the consumer segmentation when required (c. three-yearly), integrating it into all aspects of the business processes and technology.
  • Responsible for the adoption of the new consumer segmentation, from the CEO down to sales reps, as a primary lens to tailor products, services and brands to the needs of consumers. Creation of materials to assist the business partners in explaining and embedding consumer segments into the consciousness of the business.
  • Responsible for the collation of local and production of global 'discover' insights feeding I2L processes, actively collaborating with the Head of Consumer Insights at key points within the delivery lifecycle to ensure outputs are driving maximal levels of value and reflect consumer insights.
  • Use the Consumer Segmentation to form the basis of insights and foresights driving the Innovation funnel
  • Work closely with colleagues to align insights driving the short, medium and longer term consumer strategy. Collaborate to build a clear picture of current and future consumer needs.
  • Alongside other Managers, support the CMI Director in conducting an audit of best-practice methods for designing and delivering consumer insights from both internal and external sources. Effectively collate and evaluate the best methods currently used across geographies.
  • Working with the CMI Director to develop an internal communications plan to ensure consumer segmentation is understood and adopted, as part of the Insights comms strategy
  • Responsible for the adoption of consumer insight standard, collaborating with regional and local-level teams to identify how relevant stakeholders are interpreting and using standards for consumer insight, addressing instances where standards are not being followed
  • Regularly reappraise the insight standards for consumer insight, reviewing external best practice and proactively obtaining feedback from stakeholders about their needs and e.g. how methods could be developed
  • Support the CMI Director to set the standards for insight products, to build up the consumer insights capability in combustibles
  • Support the Head of Consumer Insights to create and evolve best-practice insight frameworks for portfolio, marketing & brand, and set up centres of excellence to ensure insight best practices are identified, codified, documented & applied to insights.

Skills & experience


  • Educated to degree level in relevant field
  • Senior experience within insight teams focussed on consumer insights – or equivalent – within a multi-market insights function
  • Able to develop & nurture key business stakeholder relationships whilst applying an objective lens to key business problems & issues
  • Deep knowledge of business realities influencing Imperial’s consumer strategy and portfolio strategies, to provide insight-based advice that is actionable and commercially sound
  • Expert knowledge of insight and foresight techniques based on underlying data, research and analytics methodologies. Able to apply these to build standards for portfolio insights
  • Highly collaborative. Able to co-ordinate activities across multiple teams, and draw together multiple perspectives to improve standards of insight
  • Passion for shaping Imperial's business strategy around the consumer of the future


  • Proven track record in insight business partnering; able to demonstrate the positive impact of insight-driven advice
  • Previous role in generating insights at a major advertising, marketing, brand planning agency or strategic consultancy

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The year Imperial was founded through the
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