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Senior Trade Marketing Manager

Bristol, England, United Kingdom

Senior Trade Marketing Manager

  • NE03114
  • 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 Head of Trade Marketing, the Senior Trade Marketing Manager is responsible for all customer and shopper engagement drivers, defining both the annual and quarterly “go to market” (GTM) strategies to deliver against the UK business plan objectives.

The successful candidate will oversee the creation of material, tools, furniture, brand ambassador programs and digital platforms, all designed to drive the customer advocacy, market share and sell out of ITUK products. They will work closely with relevant teams and stakeholders to continuously develop and identify opportunities to improve and maximise the return on investment of all UK activation initiatives. 

As a key budget holder within the UK Trade Marketing team, the Senior Trade Engagement Manger will be responsible for the Supplier Relationship Management (SRM) and performance of some of ITUK’s most important suppliers by implementing joint business plans, quarterly business reviews, optimising spend and mitigating risk through proactive contract management.

Key accountabilities

  • Responsible for the coaching, development and engagement of a team of 13 people whilst also supporting the wider Trade Marketing People and Culture agenda

Brand Activation Launch Plans & Plan TTL (through the Line) Activities

  • Oversee the creation of high impact omnichannel brand toolkits that drive distribution, advocacy and trial with customers, shoppers and consumers.
  • Launch products into the market according to the defined ‘go to market’ strategy and rollout framework that is developed by the Strategy team. Ensure activities are coordinated across all teams to drive the success of the new product launch.
  • Review and oversee the creation of a multi-trade channel activation toolkits and campaigns. This includes ensuring the appropriate objectives and targets are set to measure the campaign objectives, and identifying target audiences and developing key messages to support that campaign.
  • Ensure TTL activities will deliver the objectives of selected initiatives within the agreed budget/timelines. This involves choosing the relevant tools from the activation matrix and working with group marketing and brand planning managers, numerous stakeholders and external agencies to localise them for the market where necessary.
  • In conjunction with Insights & Intelligence, review activation activity and outcome recommendations for improvement.
  • Ensure that the activities and materials required as part of TTL activity planning is in line with the details of the cycle plan.

 Manage Customer Advocacy Programme

  • Drive overall advocacy scores with customers and retail partners (recommendation of ITUK brands over OM).
  • Executive ownership and management of a best-in-class trade partner programme. Create a sales journey for customers and internal sales teams that incentivises retail excellence.
  • Ensures effective analysis of customer advocacy programme results.
  • Oversees the Identification of opportunities/actions to build customer advocacy and refining those opportunities as and when required.
  • Oversees the implementation of new solutions (e.g. mystery shop).

 Drive Mass Trial with Shoppers and Consumers

  • Oversee the execution of Brand Ambassador Programme across the UK for both Combustibles and NGP to deliver against KPIs.
  • Oversee the delivery of targeted consumer conversations working with Cluster teams to identify areas of high opportunity & purchase incidence.
  • Adopt and maintain best practice supplier relationship management.

 Develop Furniture Strategy and Evaluate Marketing Activation Performance

  • Oversee the refresh of in-store communication in line with business priorities & deliver relevant in-store solutions.
  • Ensure the effective review of existing furniture arrangements by the In-Store Development Manager
  • Oversee the identification of opportunities to improve furniture or implement in additional stores
  • Ensure the appropriate allocation of budget to furniture
  • Ensure the effective negotiation and agreement of price of units by the In-Store Development Manager
  • Ensure that furniture policies and furniture management/maintenance SLAs are effectively defined by the In-Store Development Manager
  • Ensure that there is an agreed implementation plan and SLAs with agency / field force.
  • Using insights from marketing activation performance identify opportunities to make improvements to activations in the future. These should be communicated to the relevant function, and shared with the wider Cluster SMO team and/or Activation team.

Skills and experience required

  • GTM planning a mid-senior level in an FMCG company or other large market
  • Commercially astute with a proven track record in project delivery in fast pace environments
  • Strong 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.
  • Leverages deep understanding of customers & shoppers to produce market leading omni-channel activation campaigns
  • Highly developed influencing and stakeholder management skills.
  • Excellent people management skills with ability to mentor and coach a team
  • Creates an engaging and collaborative work environment
  • Strong analytical skills.
  • Strong innovation / creative thinking skills.
  • Financial Management skills and demonstrable evidence of managing budgets within a complex portfolio environment.

What we offer

Imperial Brands offer a competitive package of salary, bonus scheme, pension, 50/50 hybrid working and 25 days holiday + bank holidays (with an additional 4 days on top to cover the Christmas period).

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1901

The year Imperial was founded through the
coming together of 13 UK family-run
businesses

33,000

Imperial employees worldwide

160

Number of markets worldwide in which our products are sold