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Head of Regional Marketing

Bristol, England, United Kingdom

Head of Regional Marketing

  • NE03284
  • 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

Location: This role can be based in Bristol or London, with 50% hybrid working

The Head of Regional Marketing (Combustibles) is a senior position to support the Regional Marketing Director in leading the marketing and brand management function for one of Imperial’s regions.

The Head of Regional Marketing will be the key enabling force to drive alignment between centrally led consumer and portfolio strategy and commercial planning / decision-making and will support clusters in driving key strategic priorities and performance.

The role will have a regional remit spanning consumer marketing and brand management for all combustibles brands in the region and will play a key role leading cross-functional agile task forces focused on delivering must-win battles. The role will have an overview of all marketing and brand-related activities happening in respective clusters for the region and will be responsible for overall regional performance management through prioritisation and resource allocation.

Imperial Brands is going through a major transformation – with a new CEO setting an ambitious and exciting vision for the future.  One major change is the creation of a new Chief Consumer Officer role – a central function which covers Insight, Innovation and Imperial’s next-generation propositions – to elevate the role of the consumer to the heart of the business.

The Regional Marketing functions form a critical part of this CCO structure – and will enable realisation of Imperial’s commercial and consumer ambitions through delivery of high-impact regional portfolio management and consumer-led marketing activation. 

Head of Regional Marketing will work with Head of Portfolio Management to co-create category and portfolio strategy and will co-create with lead markets and approve brand strategy and positioning for multi-market and priority single market brands.

The role will actively support all regional clusters, helping them drive performance, key priorities / must-win battles and category/ portfolio/ brand/ consumer decision-making, acting as ‘go-to’ person and representing them at key groups forums.

The Head of Regional Marketing will also lead cross-functional task force as required to support must-win battle delivery and agile decision-making – drawing on resource from across the business to drive focused delivery of consumer and commercial opportunities in the most effective way at pace. The role will help build an integrated view of the cluster consumer and commercial performance by facilitating the production of the integrated consumer plan.

The role will also be vital in supporting the Regional Marketing Director with management of the cultural shift in the Imperial business – with marketing and brand management resource previously reporting into the market structures now all centrally reporting into these central CCO Regional Marketing Directors –to drive best practice from the centre whilst keeping teams local to their market to ensure maximum market expertise.

Principle accountabilities

  • Lead the regional marketing managers – ensuring consumer and commercial objectives are realised
  • Lead cross-functional task force to support MWB delivery and agile decision making as required
  • Work with Portfolio Management to co-create category and portfolio strategy, ensuring alignment between centrally led consumer and portfolio strategy and regional commercial planning / decision-making
  • Ensure that brands in the region are optimally positioned to drive success across relevant consumer segment leveraging local consumer knowledge and central marketing expertise
  • Set brand strategy and positioning over 3+ years horizon for multi-market and priority single market brands
  • Facilitate the production of the integrated consumer plan by coordinating per-market consumer plans from respective markets
  • Own budget and targets for regional consumer marketing activities
  • Participate in and drive strategic thinking, integrating and inputting cross-market viewpoints and driving centrally led strategy into clusters, enabling in-year P&L delivery
  • Manage operational projects at an above-market level working by leading and co-ordinating cross-functional teams working in an agile way to achieve key regional objectives
  • Act as a go-to-person for regional clusters to drive performance and key priorities/ MWB
  • Represent the regional clusters at group forums and act as one point of contact and accountability
  • Support Regional performance management through prioritisation and resource allocation
  • Champion the consumer and drive adoption of best practice coming from central CCO teams into region

Education, Qualifications, Skills and Experience


  • Educated to degree level in relevant field
  • Strong project management skills
  • Highly commercial
  • Deep understanding of consumer marketing
  • Experience of managing – and optimising a portfolio of major brands
  • Experience of using customer and market insight to drive commercial gain
  • Experience of marketing within a restricted industry (e.g. tobacco, gambling)
  • Highly collaborative
  • Sector experience across FMCG


  • Tobacco sector experience 
  • P&L management experience

What we offer

Imperial Brands offer a competitive package of salary, bonus scheme, pension and 25 days holiday + bank holidays (with an additional 4 days on top to cover the Christmas period).

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