Person, Face, Man, Accessories, Accessory, Glasses, Portrait, Photography, Selfie

Senior Planning Manager

Bristol, England, United Kingdom

Senior Planning Manager

  • NE02900
  • Bristol, England, United Kingdom

About us

We're a truly international company, forth 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

The Senior Planning Manager is a leadership position within the UK&I Cluster, reporting to the Cluster Head of Consumer Marketing. This role will lead a team of Planning Executives and Project Co-Ordinators.


Informed by consumer insights, the Senior Planning Manager will determine the planning strategy for all consumer marketing activities within the Cluster, ensuring alignment to IMB strategy and Market Must-Win Battles. Specifically they will lead the brand planning process, create integrated brand activity calendars, set brand & campaign KPIs and monitor performance across all categories. Receiving input from the Senior Brand & Portfolio Manager, they will transform brand & portfolio strategies into actionable integrated brand plans and omni-channel marketing campaigns. They will also oversee the planning of brand initiatives and course correct as needed to address environmental factors.


Working closely with Trade Marketing and I&I the Senior Planning Manager will be responsible for ensuring all brand marketing activities are integrated into sales cycle plans and demand forecasts. Furthermore, the Senior Planning Manager will work closely with markets to ensure target consumer segments are activated in line with agreed strategy.


The Senior Planning Manager will implement best practice in project management and performance management across all functions within the Consumer Marketing team. They will also lead projects and provide end-to-end governance of key processes across the team to ensure excellence in planning and execution. They will work closely with the Consumer Engagement Manager to ensure all planned activities are executed across relevant consumer touch points. The Senior Planning Manager will also work closely with MSC to plan and realise product initiatives, owing the PID process for the Cluster. They will own product compliance and lead any projects driven by regulatory change impacting packaging or product.

Principal Accountabilities

  • Manage integrated brand calendar and provide input into the cycle plan, owned and created by the trade planning teams.
  • Working with Trade Marketing, develop integrated consumer activation & experience plan to target consumers in line with agreed consumer and brand strategy.
  • Set brand & campaign KPIs, monitor performance and recommend course corrections as required.
  • Evaluate brand performance and brand initiatives, liaising with other key functions and markets to identifying actions and recommendations to be addressed.
  • Ensure brand initiatives & campaigns comply with relevant regulations.
  • Own PID process and work with MSC to release product initiatives.
  • Lead projects across the Consumer Marketing team and provide process governance.
  • Attract, motivate and develop consumer marketing capabilities within the team. To continue to coach, train and mentor talent.
  • Leading the team through the 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.
  • Responsible for adhering to budgetary and resourcing allocations within the team.
  • Ensure governance, processes and regulatory structures are followed within the team.

Critical Decisions


  • Define integrated brand initiative calendar
  • Define omni-channel D2C campaign plan (in collaboration with Trade Marketing on BA activity)
  • Define brand experience plan
  • Project Management best practice & governance
  • Regulatory led product initiatives


  • Develop Consumer Activation Plans (multi-market brands and single market brands).
  • Define innovation requirements for regulatory change (multi-market brands and single market brands).


  • Define innovation requirements for regulatory change (Multi-region brands).
  • In-market execution plan
  • Demand forecast by SKU
  • Define actions to course-correct against in-market execution plan


  • Priority sales performance improvement levers

Key Capabilities

  • Consumer Strategy
  • Marketing planning and activation
  • Omni-channel consumer engagement development
  • Business case development
  • Project Management


Key Relationships

Internal (excluding direct team and manager)

  • General Manager
  • Cluster leadership team:
  • Compliance & Legal team
  • All functions within UK&I Cluster
  • Central Marketing & Portfolio Mgmt teams
  • Global Insight
  • MSC


  • External agencies
  • External Marketing community


Education, Qualifications, Skills and Experience


  • Educated to degree level in relevant field
  • Omni-channel campaign planning
  • Project Management
  • People Manager experience
  • Experience of marketing within a restricted industry (e.g. tobacco, gambling)
  • Experience of using customer and market insight to drive commercial gain
  • Highly collaborative



  • Tobacco sector experience (highly desirable) or FMCG experience
  • Experience of managing – and optimising a portfolio of major brands
  • Understanding of brand and portfolio management

What we offer

Imperial Brands offer 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). and hybrid work.


Next steps: 

Interested applicants should apply with their CV highlighting their suitability for the role. 

Apply Now

Alert me about jobs like this

Not You?

Thank you


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