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Head of Trade Marketing

Bristol, England, United Kingdom

Head of Trade Marketing

  • NE03113
  • 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

Reporting to the UK Market Manager , the Head of Trade Marketing is a critical role within the UK market.  The successful candidate will be responsible for leading the planning of outstanding execution in the UK market for all our multi category activities and initiatives.

The Head of Trade Marketing will develop, implement and evaluate Trade Marketing strategies, processes and tools to impact shoppers and customers to support the delivery of commercial objectives. This includes managing related global frameworks, initiatives, technologies and best practice.

As a member of the Market Leadership Team, the Head of Trade Marketing will contribute to the overall success of the market function. This includes providing leadership and strategic direction plus direct team development for the Trade Marketing function.

Key accountabilities

Create, Plan and Execute


  • Initiate, develop, deliver and manage processes, tools, communication plans and frameworks for all categories to drive the Trade Marketing strategy and operational planning for all channels and successful customer engagement in the UK.
  • Accountable to ensure the relevant coverage, communication and materials are in place for successful execution with both the trade and shoppers
  • Coaches the team to achieve the plan, overcome barriers, build key stakeholder relationships and optimize the customer advocacy strategy.
  • Unites direct, indirect and digital channels seamlessly to support one another to present a single face to customers nationally.
  • Responsible for the execution of the UK Market Brand Portfolio, aligning closely with the Consumer Marketing Function:
    • Portfolio placement – distribution, availability and merchandising.
    • Portfolio consumer, shopper and retail activation activities.
    • Lead the delivery of mass consumer trial campaigns through consumer events and brand ambassadors.
  • Managing and developing the UK Trade Marketing function ensuring effective allocation of human and financial resources within the Trade Marketing budget.
  • Ownership of the SMS function and Market furniture team, strategy and rollout.


Stakeholder Management and Collaboration


  • Act as a key influencer and stakeholder for Sales and Consumer Marketing, ensuring that the UK Markets Trade Marketing plans support their overall objectives.
  • Collaborate closely with Cluster functions to deliver agreed plans through excellent execution.
  • Work closely with Division and Group Functions to ensure alignment, support key initiatives and achieve performance KPIs.
  • Have a strong relationship with the Trade and other external agencies/stakeholders.
  • Leverages access to external network to help solve problems and / or capitalize on opportunities.
  • Supports team with building these relationships.


People Management


  • Lead a team of circa 45 Trade planning and engagement managers/execs to co-create the trade strategy including retail classification, coverage, cycle processes, capacity planning, trade priority monitoring, CRM, KPI tracking and operational reporting, and research and insights.
  • Engage team to collaborate and draw synergies across Tobacco and NGP categories and through all route to market channels.
  • Coach, motivate and develop the team to deliver high performance and achieve individual and team KPIs, taking ownership and being proactive.
  • Conduct performance reviews, manage under performance and absence in line with company policy.



  • Contribute as a full member of the UK Market Leadership Team, supporting the broader Market and Cluster agenda and priorities.
  • Supporting and leading adhoc Market and Cluster projects.


Stakeholder Relationships :


  • Cluster Leadership Team and Cluster Functions
  • CCO function
  • Divisional Teams



  • Strategic Customers
  • External Account Managers/ Trade Partners
  • External agencies as required
  • Media
  • Consultants

Skills and experience required

  • 5+ years Leadership level experience.
  • Leadership in an FMCG company or other large market
  • Strategy development at a senior level.
  • Budget management experience.
  • Strategic & commercially astute business person.
  • Advanced commercial acumen and business planning skills.
  • Focused on achievement of outcomes in addition to process compliance.
  • Understanding of Consumer Marketing, Trade Marketing, Sales and Channel Management.
  • Highly developed influencing and stakeholder management skills.
  • In-depth trade understanding and fluent in understanding trade planning, segment planning and activation:
  • Strategic vision – capable to build, shape and implement a vision for a category and the business.
  • Excellent people management skills with ability to mentor and coach a team.
  • Excellent analytical skills.
  • Strong innovation / creative thinking skills.
  • Financial Management skills and demonstrable evidence of managing budgets within a complex portfolio environment.
  • Leverages deep understanding of customers & shoppers
  • Product and Manufacturing knowledge desirable
  • Understanding of procurement and logistic processes
  • Ability to identify different talents & working styles and coach accordingly
  • Creates an engaging and collaborative work environment


Relevant Qualifications:

  • Degree qualified in Marketing discipline or equivalent experience.

Other Attributes:

  • Manage tough conversations and conflict effectively.
  • Proactive, confident, self-motivated.
  • Prepared to challenge conventional thinking.
  • Strong ability to influence indirectly and cross culturally.
  • Customer and Consumer orientation.
  • Rigour and resilience.

What we offer

Imperial Brands offer a competitive package of salary, bonus scheme, pension, hybrid working 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. 

Apply Now

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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