Head of Multi-regional Brands

London, England, United Kingdom

7/4/2025

Imperial Brands plc (FTSE 30) is a c.£32bn revenue fast moving consumer goods manufacturer, marketer, distributor, and seller of a wide range of tobacco brands and increasing next generation brands (NGPs). With a new and dynamic leadership team, Imperial Brands is now expediting its ambitious vision. This includes the organization undergoing significant transformation encompassing both corporate infrastructure and the consumer experience.

The role

Leading the Combustibles Brand Management sub- function within CCO organisation in Imperial is a substantial role which is central in driving Imperial’s evolution into a consumer-centric organisation – a critical component of the Group’s strategy. This role will set strategic vision and brand ambition for Imperial Brands multi-regional combustible brands to unlock growth opportunities and will successfully develop effective brand strategies and positioning that increase brand relevance.

Key accountabilities

• Lead the Combustibles Brand Management sub-function of CCO organisation, responsible for equity growth and initiative success of Imperial’s multi-regional brands
• Set strategic vision and ambition for Multi-regional Combustibles brands to unlock growth opportunities
• Develop brand strategies and positioning for Multi-regional Combustibles brands with particular focus on Tier 1 markets and their must win battles, whilst maintaining relevance in other markets
• Define long-term and annual brand plan, incl. portfolio initiatives (innovation / BAU), equity strategy, global activation and communication guidelines to support
• Consumer marketing pillar in playbook creation for local planning and activation
• Define and manage global assets for markets to enable effective consumer engagement
• Define brand innovation requirements in line with brand strategy and consumer needs and brief
• Innovation and Portfolio management teams accordingly
• Help Multi regional director drive the consumer agenda across the entire Imperial group – ensuring brand decisions are grounded in consumer insight to give clear competitive advantage
• Identify, interpret and capitalise on marketing and consumer trends

Skills & experience

• Educated to degree level in relevant field Proven brand marketing experience
• Demonstrated ability to think both strategically and creatively Commercial acumen
• Outstanding verbal, written and interpersonal communications skill
• Sector experience across FMCG
• Experience of using consumer and market insight to drive commercial gain Highly collaborative