Brand Manager (m/w/d)

The Role

Are you a passionate and driven Brand Marketing professional eager to lead consumer-centric strategies? Join our dynamic Consumer Marketing team at Imperial, where you will help shape the future of our brands in Germany. As Brand Manager, you’ll work closely with the Head of Brands Premium and Senior Brand Manager to develop and implement strategic brand plans that resonate strongly with local consumers.

In this pivotal role, you’ll lead the execution of the Market Execution Plan (MEP), manage brand and product activations, and collaborate cross-functionally with both local and global teams. Your insights and initiatives will directly contribute to delivering brand targets and maintaining consumer relevance in an evolving marketplace.

Location: Hamburg

Principle Accountabilities

• Brand Strategy & Execution: Develop and implement insight-led brand strategies and MEPs in line with global guidelines, taking full ownership of the assigned brand(s).
• Brand Equity & Consumer Experience: Co-create brand equity campaigns and localised toolkits for omnichannel platforms, ensuring they resonate with German consumers across both online and offline touchpoints.
• Portfolio & Innovation: Define the brand portfolio architecture and lead innovation initiatives that address consumer needs and market trends, including the development of full business cases.
• Activation & Campaign Management: Plan, implement and evaluate brand and product activations, ensuring effectiveness, efficiency and alignment with strategic objectives.
• Performance & KPI Monitoring: Monitor brand performance, assess the impact of initiatives, and provide data-driven recommendations for continuous improvement.
• Budget & Investment Planning: Build and manage bottom-up budgets for brand activations, ensuring clear financial planning and return on investment.

Skills and Experience Required

• Degree in Business, Economics, Marketing or a related field.
• Solid experience in brand marketing within an FMCG environment; familiarity with the German market is advantageous. Experience in the tobacco sector is a plus.
• Demonstrated ability to deliver consumer-led marketing strategies with measurable impact.
• Strong analytical, conceptual and strategic thinking skills.
• Confident communicator with the ability to engage effectively at all organisational levels.
• Fluent in English; proficiency in German is desirable.

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 [email protected] 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.