Global Consumer organisation

Research & Development and Innovation

We add value by using consumer insights to develop a portfolio of combustible tobacco and potentially reduced harm products to engage and excite adult consumers. Our Sense Hubs around the world put consumers at the heart of everything we do, enabling us to research, prototype, develop and test products at every stage so we can innovate faster and create better products for a healthier future.

Group Science and Regulatory Affairs

We use our know-how and smaller size to be agile in how we respond to regulatory changes. This is supported by our science and corporate affairs teams, who understand the regulatory environment in all our markets and ensure we operate responsibly and provide high-quality products compliant with local standards. 

We recognise every individual’s journey away from combustible tobacco is unique, and our Science teams play a significant role in the advancement of tobacco harm reduction (THR).

Learn more about Imperial Brands Science

Marketing and Category Management

Both in Combustibles and NGP we’re evolving our portfolio with a thoughtful balance of market share and pricing in our key markets.  We always strive to drive consumer-centric brands and experiences, optimise marketing investments, to grow multi-regional brand revenue through innovative strategies and impactful consumer touchpoints .

While we remain committed to building our combustibles brands as this will still be a sizable portfolio of our profit pool, we are excited about Next Generation Products (NGPs) becoming a central part of our strategy to build a healthier future for adult smokers.

We focus on consumer-led innovation across e-vapor, heated tobacco, and modern oral nicotine, creating products that meet real needs. As a challenger brand, we target markets where NGPs are already gaining traction and where we can make a meaningful impact. Our agile, partnership-driven approach to product development means we move fast, learn quickly, and stay close to what consumers want.

Insights

We unlock value by ensuring we offer our adult consumers the right choices to meet their unmet needs. Through deep consumer intimacy paired with advanced analytics and commercial intelligence, we gain a deeper understanding of consumer behaviours, pain paints and market dynamics.

These insights drive focussed global category & brand strategies building differentiated challenger brands with strong innovation pipelines and robust revenue growth management and in-market execution, reaching consumers when and where they are and partnering with customers for mutual success.