The Partnership
We partnered with Imperial Brands, a global FMCG organisation operating across 120 markets, during a period of significant transformation and growth, as they sought to appoint a Global Marketing Manager for their Next Generation Products brand, blu.
This was a strategically important role, responsible for shaping global brand equity, defining positioning and driving campaign execution across key international markets.
VMA Group was selected to lead the search based on our specialist expertise in global marketing and digital roles, alongside our consultative approach.
Our Approach
By developing a strong understanding of the category, organisational structure and commercial priorities, consultant Jack Pascoe was able to shape a focused and highly relevant brief.
We delivered a targeted, insight-led search, focusing on candidates with proven experience in global FMCG or regulated consumer environments.
Given the seniority and strategic nature of the role, we prioritised highly experienced candidates with a proven track record of operating within complex, matrix organisations. The individuals also demonstrated strong stakeholder management and influencing capabilities, enabling effective engagement with senior leadership and cross-functional teams.
Working closely with Imperial Brands throughout the process, we maintained clear communication and alignment, ensuring a focused, efficient and high-quality search process.
The Impact
We delivered a high-calibre shortlist aligned to the brief, enabling the business to confidently assess candidates against both strategic capability and cultural fit.
The successful candidate brings extensive global marketing experience and is now responsible for developing global brand equity and driving brand strategy across key international markets, supporting the continued growth of Imperial Brands’ Next Generation Products category.
“VMA Group demonstrated a strong understanding of both the complexity of the role and the broader context of our business transformation. Jack took the time to fully align on our priorities and delivered a highly relevant shortlist of candidates with the right blend of global experience, strategic thinking and stakeholder influence.
The process was efficient and well-managed throughout, and we were particularly impressed with the quality of candidates shortlisted. We would not hesitate to partner with VMA Group again.”
Jamie Johns | Head of Marketing at Imperial Brands PLC
