Our People

Our people embody the challenger spirit. Always challenging the status quo, wherever they are based, they’re part of our global team, driving themselves and our business forward.


  • Melanie McRae

    Melanie McRae

    ITG Brands
    Senior Manager of Consumer and Markets Insights
    Greensboro, USA

    Can you talk about your career journey so far at Imperial?

    I joined Fontem US as a pricing analyst three and a half years ago, focusing on how value propositions impact product performance within EVP. After 9 months, I was promoted to Revenue Growth Management Analyst, aiding in streamlining the promotion development and performance tracking process. These processes were adapted within the Cigarette and Cigar categories during the integration into ITG Brands. After 2 years in RGM, I was promoted to Manager of Consumer & Market Insights, helping the business understand the drivers and drains on must win battles in addition to supporting new product launches. Most recently, I’ve become Senior Manager of CMI.

    In your role, do you work collaboratively with other functions – locally or globally?

    Cross functional collaboration is integral to my role. As sub-teams within I&I, Consumer and Market Insights works hand in hand with the Revenue Growth Management team. With frequent joint meetings, the level of support and feedback has allowed us to streamline processes and provide cohesive insights.

    Is there a typical day in your role?

    My days aren’t as structured as I’ve experienced at other companies. I regularly meet with my direct reporting manager and other broader teams to understand what workstreams to prioritize and gather supporting details. From there, I have full autonomy over the methods in which I analyse data for these various requests, being mindful of checkpoints and project deadlines. 

    How would you describe the culture at Imperial?

    Culture within Imperial has been an evolution since I’ve joined the company three and a half years ago. There has been great emphasis on driving diversity and inclusion, which is extremely important to me as an employee belonging to minority groups both in terms of race and gender. There are also major efforts in providing visibility into other business units’ workstreams to aid in the flow of information. There has been increased attention surrounding cross functional collaboration and aligning all teams under common goals with focus on the main driver of the business, the consumer.

    Three words to describe working at Imperial?

    Fulfilling, Engaging, Collaborative

  • Reason Roxas

    Reason Roxas

    ITG Brands
    Regional Account Manager
    San Jose, California, USA

    Putting the consumer first is something we all do, how do you in your role?

    Our business revolves around our customers. I let them know by my actions and communications that I put them first. I answer my phone or respond to their emails as soon as they reach out to me to show them how important they are to me. During my customer meetings, I always ask what is important to them and I make that a priority for me. I communicate to my customers that I am an advocate for them and will always do my best to present to my internal stakeholders what their most important initiatives are for their companies.

    How would you describe the culture at Imperial?

    The culture at Imperial is shaped by each individual who works here, and that is why I love what I do. The culture is top notch, and the people make the difference.  I feel that our executive leadership team at ITG Brands and Imperial Brands are aligned and the messages cascaded down to the field during webinars drive home the importance of collaborating, mentoring others, taking personal accountability in shaping our culture. During Black History Month, we had external speakers share their thoughts and insights and encouraged to think about what we can do as individuals to help our teams become more inclusive and engaged. I have taken that advice seriously and strive every day to ensure everyone I connect with feels valued and important by telling them something they are good at and always communicating how much I appreciate them and the work that they do. 

    What would you say to someone thinking of joining ITG Brands and Imperial Brands as a Sales Representative?

    If you enjoy taking personal accountability for your work and career development, love to build relationships with customers, strive to learn new things every day and stay positive when you’re faced with obstacles that you may not know how to overcome, enjoy meeting new people and networking with other departments, you will love working at Imperial.

    Three words to describe working at Imperial?

    Supportive, Inclusive, Collaborative 

  • Kuldeep Singh

    Kuldeep Singh

    Imperial Brands
    EVP Global Category Finance Partner
    Bristol, UK

    Tell us a bit about your role.

    I work with the EVP Category Director and all EVP Category leads, supporting on all financial aspects related to the EVP category.  This includes identifying opportunities and making commercial recommendations to ensure profitability for the category. I have ownership of the EVP category P&L and take the lead on all forecasting for future projects.

    What does a typical day look like?

    In my current role, no day is the same! With the EVP world being so dynamic, every day is full of new challenges. Especially now I work as part of a global team, interacting with all our markets, we are always experiencing changes in each country.  This was one of the main reasons which brought me back to Imperial as I am excited by the fast paced and everchanging landscape that EVP brings.

    What are the highlights of your role?

    I am lucky to have the chance to not only work with many different colleagues based in different locations, but also to be able to travel out to different markets to see how the work we do at a global level is implemented country by country.

    Putting the consumer first is something we all do, how do you this in your role?

    When working in EVP – everything we do is about the consumer! Especially when working on future innovations to ensure the product delivers what the consumers are asking for.

    What does having a challenger mindset mean to you?

    To me, the challenger mindset is a way to constantly improve and the drive to achieve more by challenging yourself and challenging others. This is something which is embedded in my day-to-day activities when working with all global stakeholders. Furthermore, throughout my career I have always taken on new challenges outside of my comfort zone.

    Three words to describe working at Imperial?

    Welcoming - Challenging - Connected 

  • Fiona Layhe

    Imperial Brands
    Area Business Manager
    Lincolnshire/South Yorkshire, UK

    You joined us in 2010. What has been your career path at Imperial since then?

    I began my career at Imperial as a Retail Development Representative where I was able to take advantage of the development opportunities we have available, and was identified on a succession plan. This enabled me to get involved in projects which gave me a lot of experience, opening the path for me to become successful in securing an Area Business Manager (ABM) role in the UK. I’m currently working as an ABM across Lincolnshire and South Yorkshire.

    What opportunities do you have to work with others in your role?

    As an Area Business Manager, I have the opportunity to work with individuals in a variety of roles. It’s important that I have close relationships with other ABMs across the country – this allows us to have a support system in each other, enabling us to share best practices and successes.

    I also have a close working relationship with the Trade Marketing team which enables me to influence future strategies and it gives them a closer insight into our customers and retailers. The sharing of this knowledge helps both areas succeed.  

    Working closely with HR is also important to me, as it allows me to ensure the wellbeing of my team and to best deal with any challenges.

    How do you ensure your team stays connected with one another in these field-based roles?

    Having a field-based team often creates challenges in cultivating a true team culture. This team culture is really important to our success. To ensure I create this I have a weekly team catch-up online where everyone can input into the agenda. When possible we also have two in-person meetings each quarter. I encourage and empower the team to find solutions to their challenges, which drives them to reach out to other team members and members of the wider business.

  • Jing Xiao

    Jing Xiao

    Imperial Brands Australasia
    Market Supply Manager 
    Sydney, Australia

    Can you give us a brief overview of your role?

    I work in supply chain. Myself and my team organise and manage the supply from overseas into market and distribution of stock across the states and delivery into customer’s DC.

    What is your experience at Imperial so far?

    I joined Imperial Brands about 10 months ago and it has been a great journey. It’s focus on consumer as the key strategy as well as the focus on People are the key reasons for me to join the company. I’ve got chance to work with a great team, very knowledgeable people who gave me a lot of support and training. I really enjoy the friendly environment here, open door policy of senior management and can-do attitude and understanding to each other.

    What do you enjoy about your role?

    I get to work with different functions locally and globally; locally I need to work with Sales, Saleslink, Marketing, Demand Planning to ensure right stock at right place at the right time.

    Putting the consumer first is something we all do, how do you this in your role?

    In my role, customer service is the top priority. Ensuring the maximum on-shelf availability is our ultimate goal. Through the collaboration with other functions (Saleslink, accounts, sales, 3PLs), we have delivered amazing customer service result by ensuring stock is delivered to the customers on time in full.

    How would you describe the culture at Imperial?

    The culture at Imperial brands is vibrant , challenging, engaging and inclusive.

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