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Marketing Effectiveness Manager

Bristol, England, United Kingdom

Marketing Effectiveness Manager

  • NE02137
  • 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

Marketing Effectiveness Manager is a key role to support with the development of a new marketing effectiveness sub-function at Imperial, forming part of the central Consumer Marketing pillar.

The role will be responsible for monitoring and optimising efficiency of activation, consumer and shopper executions and creative & campaign processes to ensure marketing investments are optimised and cost and process efficiencies are realised. The role will lead and implement rigorous analysis across multiple channels – developing best in class marketing evaluation tools that utilise a broad base of techniques (such as econometrics, media mix modelling, attribution methods, long-term measurement techniques, etc. where applicable), both internally and with agency partners.

The role will need to ensure that media, advertising, consumer experience (including activation) and additional marketing channels’ effectiveness are measured in a timely and robust manner across all key channels, brands and markets.

Strong collaborative stakeholder management skills are essential. The role needs to be able to engage clearly at the right level and build strong relationships with ease.

You will effectively influence and challenge others to ensure the best outcome is achieved. You will report to the Consumer Marketing Director and will manage a dedicated additional resource based in Global Insight with a dotted reporting line to your role.

Key accountabilities

  • Measure, monitor and optimise efficiency of activation, consumer and shopper executions, creative & campaign processes to ensure marketing investments are optimised and cost and process efficiencies are realised
  • Measure and compare commercial return on marketing activity e.g. revenue and A&P return on investment
  • Lead and implement rigorous analysis across multiple media channels – developing leading marketing evaluation tools that utilise a broad base of techniques
  • Develop capabilities in Consumer Marketing to ensure maximum impact of marketing investment decisions
  • Ensure all Marketing stakeholders are fully engaged with key Marketing Effectiveness recommendations; communicate key insights to the business in a tailored, collaborative and compelling manner

Skills & experience


  • Educated to degree level in relevant field
  • Outstanding verbal, written and interpersonal communications skills
  • Highly numerate and commercial
  • Proven track-record of delivering complex programme of initiatives across multiple departments
  • Experience developing marketing optimisation models
  • Excellent influencing and data story-telling techniques
  • Experience of using consumer and market insight to drive commercial gain
  • Highly collaborative


  • Tobacco or FMCG sector experience

What we offer

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