Category Activation Manager (Hybrid)

Imperial Brands PLC; Greater London; On-site; GBP 70,000 - 110,000; Full time

Benefits offered by this job

Comprehensive compensation package

Bonus scheme

Inclusive workplace

Job summary

A leading international FMCG company is seeking a professional to drive consumer acquisition and retention strategies for their Heated Tobacco category. The role involves collaboration with marketing teams and optimizing consumer journeys. Ideal candidates should possess experience in consumer-focused environments and a strong data-informed decision-making approach. This position offers a comprehensive compensation package and opportunities for growth in a diverse work environment.

Qualifications

• Experience developing and delivering consumer acquisition and retention initiatives.
• Background in consumer-focused environments.
• Ability to translate strategy into actionable market plans.
• Data-informed, insight-driven decision making.
• Cross-functional collaboration across diverse stakeholders.
• Clear communication across global and local teams.

Responsibilities

• Drive the deployment and localization of the HT support model.
• Collaborate with market teams for operationalization of activation.
• Support geographic expansion by guiding market launches.
• Design and facilitate cross-functional growth workshops.
• Guide markets through HT launch, scale-up and execution readiness.
• Review in-market performance and share best practices across regions.

Skills

Consumer acquisition

Market activation

Strategic thinking

Cross-functional collaboration

Effective communication

Communication

Job description

You will be responsible for driving consumer acquisition and retention strategies within your Heated Tobacco (HT) category. You will act as the category expert, supporting key markets with tailored activation plans, funnel metric improvements, and best-in-class execution of the HT business model.

You will work closely with the Category Director, Cluster Marketing teams, and the Digital Strategy CoE to ensure that consumer and shopper journeys are optimized for trial, conversion, and repurchase. You will also contribute to the development and deployment of toolkits, pricing strategies, and pack architecture, ensuring alignment with global brand objectives.

This role is responsible for accelerating the successful implementation, growth, and geographic expansion of HT across diverse markets. The role requires a blend of strategic thinking, hands‑on market engagement, and cross‑functional collaboration to ensure HT initiatives are effectively translated into impactful market execution.

Principle Accountabilities

• Drive the deployment and localization of the HT support model across design and non-design markets in line with global go‑to‑market strategy
• Collaborate with cluster and local market teams to adapt and operationalize activation across media, pricing, point-of-purchase, and consumer engagement
• Support markets with practical guidance to enable consistent, high-quality execution that improves visibility, trial, and conversion
• Design and facilitate cross‑functional growth acceleration workshops to identify and activate non-product growth opportunities
• Support geographic expansion by guiding markets through HT launch, scale‑up, and execution readiness
• Review in‑market performance, identify improvement opportunities, and share best practices across regions

Skills and Experience Required

• Experience developing and delivering consumer acquisition and retention initiatives
• Background in consumer-focused environments with exposure to market activation
• Ability to translate strategy into clear, actionable market plans
• Strong data‑informed and insight‑driven approach to decision‑making
• Proven ability to collaborate across functions and work effectively with diverse stakeholders
• Clear and effective communication skills across global and local teams

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 further benefits 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 [e-mail] 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.

As a matter of policy, Imperial Tobacco or its subsidiaries never requests or requires payment as part of any recruitment process.