Head of Consumer Marketing SEE

The Role

A senior position within Imperial's Global Consumer Office function, leading the Cluster Consumer Marketing team. Cluster Head of Consumer Marketing will act as the key point of contact between markets, regional marketing and central marketing and portfolio management teams and will drive key strategic priorities and performance in their respective cluster. The role will focus on portfolio strategy and planning activities for the cluster markets, and will oversee other activities such as brand strategy, brand planning, activation, execution and consumer experience, both for combustible and next generation product (NGP) brands (where present).

The role will report to the Regional Marketing Director as part of the wider Imperial CCO structure and is embedded in the Cluster Leadership team, partnering and supporting the cluster General Manager (dotted line) on cluster specific marketing activities and delivery of commercial targets.

This role will be crucial in ensuring that markets are closely connected with the central Consumer Marketing centre of excellence, following best practice and utilising central expertise to successfully deliver brand planning and execution activities. Cluster Head of Consumer Marketing will be the key link between the central and regional CCO function and the markets, ensuring centrally led consumer strategy and expertise is embedded in their respective cluster and enables cluster in-year P&L delivery. The role will work closely with Regional Marketing Manager, who will represent clusters at group forums and help drive decision-making. Cluster Head of Consumer Marketing will work with Portfolio Management, Regional Marketing and NGP categories (if present in Cluster) to define cross-category portfolio strategy for all markets in the cluster and will own portfolio opportunities identification in collaboration with brand strategy and planning teams. 

Principle Accountabilities

• Lead consumer and cross category portfolio strategic thinking in Cluster, ensuring consumer centricity, integrating and inputting cross-market viewpoints and driving centrally led strategy into markets.
• Lead the cluster marketing team, ensuring consumer, brand and commercial objectives are realised.
• Work with Portfolio Management and Regional Marketing functions to define cross-category portfolio strategy for all markets in the cluster.
• Own portfolio opportunities identification in collaboration with brand strategy and planning teams with the focus on top-tier markets.
• Review product portfolio (Incl. NPD and de-listings).
• Act as a link between central Consumer Marketing CoE and markets – driving excellence, expertise and best practice from the centre into markets, and from the markets into the centre.
• Ensure agile response to changes in market environment.
• Define brand strategy and positioning for the single market priority brands and multi-market brands for lead markets, working with Regional Marketing.
• Identify global target consumer typology for the single market priority brands and multi-market brands for lead markets, working with Regional Marketing.
• Together with Regional Manager (NGP), define and lead digital strategy, planning and effectiveness for the cluster (if relevant), enhancing digital capabilities in each relevant market on an ongoing basis.
• Ensure that brands and brand initiatives comply with product and pack compliance regulations.
• Develop Market cross-category high- level brand initiatives.
• Develop Consumer Experience Plan.
• Manage single market non-priority brands within markets. 
• Own the per-market consumer plan, allocate A&P and work with the Regional team to embed it in the integrated consumer plan, Business Plan and Market Execution Plan.
• Define brand and consumer KPIs per market – and undertake robust monitoring and performance management ensuring any plan deviation is anticipated and course-corrected at pace (long- and short-term equity and commercial KPIs).
• Own budget and targets for consumer marketing activities in-cluster.
• Manage operational projects at cluster / per-market level, leading and coordinating cross-functional teams working in an agile way to achieve key cluster objectives.
• Attract, motivate and develop deep consumer marketing capabilities within the team. Coach, train and mentor talent within the cluster and participate in regional development initiatives. Will support the Regional Marketing Director in hiring new talent, building succession management and talent pipeline strategies across the Region and global community.
• Responsible for transitioning the Consumer Marketing team to new ways of working and maintaining the right balance of capabilities. Ensure that the team is best able to serve the priority needs of the cluster during the rollout of new processes, standards and technology. 
• Overall responsibility for adhering to budgetary and resourcing allocations across the cluster.
• Ensure governance, processes and regulatory structures are followed across cluster.

Skills and Experience Required

• Senior leader with FMCG experience from blue chip companies with strong experience in local commercial marketing roles.
• Strong project management skills.
• Experience working in a highly matrixed organisation.
• Highly commercial.
• Deep understanding of consumer marketing.
• Experience of managing portfolio of major brands.
• Experience of using customer and market insight to drive commercial gain.
• Strong and proven leadership experience.

What we offer

In return for playing your part in building our future, you will receive a comprehensive compensation package with salary, bonus scheme and further benefits as well inspiring places to work and collaborate with purpose. Here at Imperial we will give you the opportunity to grow and learn, innovate at pace and be a part of our purpose to forge a path to a healthier future for moments of relaxation and pleasure for our consumers.

Everyone Belongs

Everyone belongs in Imperial. We are proud of being a truly inclusive organisation. We encourage and welcome applications from people of all ages, genders, ethnicities, nationalities, disabilities, sexual orientation, religions or beliefs and of neuro divergence. We give fair and equal consideration to all our applicants. Please contact us at recruitment@impbrands.com to let us know if we can provide support in helping you complete an application and/or attend an interview.

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 25,000 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 where people can bring their best selves to work. Our agility and collaboration are driving our ambitions, innovation and success all supported by our award-winning development programmes that creates exciting and rewarding career opportunities for all.  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.

As a matter of policy, Imperial Tobacco or its subsidiaries never requests or requires payment as part of any recruitment process.