Consumer Marketing Manager Czechia

The Role

A managerial role within the Marketing Function, the Consumer Marketing Manager will be part of IMB GCO Regional Marketing structures and will report to Head of Cluster Consumer Marketing and have dotted reporting line to Market Manager Czechia. They will be located in Prague and will be responsible for leading a range of consumer marketing activities such as portfolio strategy, brand planning and activation for NGP and Combustible category. Role will be part of local market management team.

Depending on the brand & consumer marketing strategy for the cluster, and the specific requirements of the general manager, the following activities can fall within the remit of the role and can be configured accordingly:

Portfolio Strategy

Consumer Marketing Manager will be expected to provide support to Head of Cluster Consumer Marketing on local portfolio strategy and planning activities. The role will be responsible for managing the brand portfolio for markets in responsibility (incl. delists, portfolio performance, product compliance and other operational requirements), in line with GCO Regional and M&PM guidelines.

The role will also support Head of Cluster Consumer Marketing with identifying, aligning and prioritising new opportunities based on consumer needs, demand shifts, Cluster market performance and feedback / input from key stakeholders both internally and externally.

Brand Planning

Consumer Marketing Manager will be responsible for development and planning of brand building activities for all brands present in the markets in responsibility, including brand equity in line with the IMB strategy and must-win battles. The role will drive integrated planning and execution of brand initiatives for several markets in the Cluster, interacting with trade planning teams that own the cycle plan.

The role will prepare business cases for all initiatives, tracking performance and delivering against both consumer and commercial in-cluster KPIs. Coordination with central Combustibles Brand Management team will be required to enable in-market execution of global initiatives for multi-regional brands.

The role will also own PID and compliance process, interacting with MSC as and when required.

Consumer Engagement

Consumer Marketing Manager will set objectives for all focus brands in the Cluster markets they oversee and will be responsible for consumer engagement activities in those Cluster markets. The role will set omnichannel strategy and drive omnichannel performance, and will manage activation planning and execution, activation budget (based on ROI/ marketing effectiveness and best practice) and activation / event agencies.

Utilising playbooks and implementation ideas from central Consumer Marketing, the role will localise playbooks for multi-regional or multi-market brands.

The role will also provide input into the cycle plan, owned and created by the trade planning teams.

The role will lead a team of brand and activation managers / executives responsible for brand planning and activation activities for a particular brand and / or market. The role will also work closely with market managers and trade marketing teams on any other relevant consumer marketing initiative, when required.

Principle Accountabilities

Portfolio Strategy

• Support Head of Consumer Marketing in identifying, aligning, validating and prioritising opportunities across Combustible brands within the Brand/ Cluster Markets and coordinate plans with all other key Cluster functions to deliver against defined objectives and targets and develop brand initiative and investment plans
• Align portfolio management strategy with Cluster and Regional Marketing functions
• Plan and execute portfolio prioritisation and simplification
• Plan and prepare BMU launch/migration/delist
• Drive Cluster enabling functions to conduct market research as appropriate to help determine market and consumer requirements

Brand Planning

• Play a key role in the Cluster brand planning process, delivering direction for all brand & portfolio aspects present within the Cluster markets in line with IMB strategy and must-win battles and the Cluster / Markets objectives
• Define brand initiatives, aligning them with trade segment initiatives, prioritizing them and preparing estimated budgets and necessary activities required for implementation of initiatives
• Manage integrated brand calendar based and provide input into the cycle plan, owned and created by the trade planning teams
• Set brand KPIs (equity, awareness and trial) and define the relevant brand initiatives required to deliver against them
• Develop business cases and calculate necessary investments for brand implementation as well as identifying costs and risks involved
• Evaluate Brand Performance and Brand Initiatives, liaising with other key functions and markets to identifying actions and recommendations to be addressed
• Lead a team of brand managers / executives responsible for brand planning activities for a particular brand and / or market
• Own PID and compliance process, interacting with MSC as and when required

Consumer Engagement

• Set omnichannel strategy and drive and monitor omnichannel performance
• Localise playbooks for multi-regional brands
• Liaise with external agencies responsible for consumer engagement
• Manage brand and consumer engagement budget according to planned initiatives; oversee the spending of the budgets and propose recommendations whenever deviations are threatening to occur
• Responsible for sales cycle campaigns development and execution (incl. POS communication, activation in and out of store, digital), ensuring all activities deliver objectives of selected initiatives within the agreed budget/timelines by choosing the relevant tools from the activation matrix
• Prepare recommendation and mitigation plans based on evaluation of activities implementation, reviews and updates targets and KPIs
• Work with market managers and trade marketing teams on any other relevant consumer marketing activities, when required
• The role may occasionally be involved in strategic brand activities for the markets in the responsibility.
• Support the Head of Consumer Marketing in leading the cluster Consumer Marketing team; developing and coaching talent.

Skills and Experience Required

• Brand Strategy & Planning
• Marketing Planning & Activation
• Brand Equity
• Business Case Development
• Process Business Outcomes & Performance Measurement
• People Management
• Outstanding verbal, written and interpersonal communications skill
• Strong numerical and analytical skills
• Strong organisational and project management skills
• Sector experience across FMCG
• Highly collaborative
• Good understanding of relevant Cluster environment
• Business case preparation experience
• Brand and marketing experience

What We Offer

In return for playing your part in building our future, you will receive a comprehensive compensation package with salary, bonus scheme and many extras including a great pension scheme, generous holiday entitlement and hybrid/flexible working opportunities as well inspiring places to work and collaborate with purpose. Here at Imperial we will give you the opportunity to grow and learn, innovate at pace and be a part of our purpose to forge a path to a healthier future for moments of relaxation and pleasure for our consumers.

Everyone Belongs

Everyone belongs in Imperial. We are proud of being a truly inclusive organisation. We encourage and welcome applications from people of all ages, genders, ethnicities, nationalities, disabilities, sexual orientation, religions or beliefs and of neuro divergence. We give fair and equal consideration to all our applicants. Please contact us at to let us know if we can provide support in helping you complete an application and/or attend an interview.

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 25,000 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 where people can bring their best selves to work. Our agility and collaboration are driving our ambitions, innovation and success all supported by our award-winning development programmes that creates exciting and rewarding career opportunities for all. 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.