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Senior Manager - In-Person Activation_Consumer Experience

Company: British American Tobacco
Location: Belews Creek
Posted on: November 18, 2021

Job Description:

Reynolds American is evolving at pace - truly like no other organization.
To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey!
WE ARE LOOKING FOR A Senior Manager - In-Person Activation_Consumer Experience
SENIORITY LEVEL: Mid-Senior Level
FUNCTION: Marketing
LOCATION: Winston Salem, NC USA

ROLE POSITIONING AND OBJECTIVES
This role is part of Marketing - Activation (New categories)

Consumer Activation leads the way for the growth and success of the iconic brands and groundbreaking products of our operating companies by envisioning and implementing innovative and principled marketing activation strategies. In Consumer Activation, bringing our brands to life is our chief responsibility, and the successful candidate should have a strong drive and desire to build experiential consumer activation plans that fuel brand awareness, understanding, word-of-mouth, and deep brand affinity. Working in Activation is ideal for strategic thinkers who are driven by challenging the status-quo, who build relationships and who can influence others in a sophisticated, diverse environment.
If you work well in a fast-paced, dynamic team environment, and you want to positively drive change, then Consumer Activation is a great place to build your career.
In-Person Activation (IPA) is an operating function within our Customer and Consumer Activation (CCA) Function. IPA is a strategically important facet of our total marketing mix - the only touch point that truly delivers a face-to-face brand experience with our Adult Nicotine Consumers (ANCs) and connects with them in their environment. The IPA function is responsible for developing programs and experiences that educate and excite ANCs on our broad portfolio - bringing the brands to life across a variety of marketing channels and driving trial of our products. This position provides strategic, executional, and analytical support as it relates to improving the consumer impact of our IPA plans. Within the Consumer Activation function, you will have the opportunity to work on many of the Reynolds portfolio of products, spanning traditional combustible products, smokeless products, and transformative vapor and modern oral products.

Reports to: Senior Director In-Person Activation
Reporting Level: No Direct Reports
Geographic Scope: Local

WHAT YOU WILL BE ACCOUNTABLE FOR
Overarching responsibilities:
Understand the consumer, the category, and the brands ' high level strategies, goals, and outstanding differentiators
Leverage this knowledge to assist with the development and implementation of the consumer experiences plans that excite ANCs, drive trial, and build memorable, talk-worthy brands
Significant collaboration with cross-departmental stakeholders, outside agencies and internal IPA team members.
Principal duties and responsibilities:
Serve as the IPA team expert on experiential marketing, bringing an innovative, outstanding approach to all IPA consumer experiences
Collaborate with internal stakeholders and agency partners to help determine and execute IPA objectives and strategies aligned to brand plans through an experiential activation lens.
Develop tactical experiential IPA plans and programs, including metrics and key performance indicators in collaboration with your IPA team members.
Ensure all IPA consumer experience plans are tightly aligned with both the target consumer and the brands ' equity and outstanding selling propositions (USPs)
Lead the execution of IPA experiential plans in collaboration with your IPA team, in support of aligned goals and within brand and IPA guidelines
Facilitate the development (with 3rd party agencies), reviews, and approvals of creative assets and training materials to support IPA experiential activities.
Lead the collection, synthesis, and analysis of performance tracking data and key performance indicators
Provide insights and recommendations based on learning and collaboration with key business partners to drive greater business impact and efficient ongoing experience planning
Develop and actively lead budgets for assigned IPA experiential activities
Effectively and proactively communicate experiential program expectations, status, and outcomes to stakeholders across the organization to influence informed decision making
Lead third party partners and stakeholders to execute all experiential programming
Ensure compliance with all Reynolds legal, corporate, industry guidelines and marketing standards

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE
3-5 years working in a related field
Strong analytical capabilities with demonstrated track record of data-driven decision making
Demonstrated experience in concepting and developing experiential brand programming is a strong plus
Demonstrated experience integrating physical and digital / interactive experiences is a strong plus
Demonstrated knowledge of digital marketing tactics including social media, interactive, personalization, mobile / digital, and / or AR and VR marketing is a plus
Demonstrated experience working with creative or experiential agencies is a plus.
Demonstrated experience and understanding of project management, program development, consumer and trade insights / research, brand strategy and communication
Demonstrated experience in motivating people, strong communication / interpersonal skills, and thinking / operating strategically
Bachelor 's Degree required - marketing specialization is a plus

BENEFICIAL
Graduate Degree (MBA) and / or prior brand marketing experience in CPG category is a plus

COMPENSATION/TARGETED BONUS
Competitive annual salary
Targeted Annual Bonus

BENEFIT SUMMARY
We offer very competitive compensation and benefit plans, including:
401(k) plan that offers opportunity to save on pre- and post-tax basis up to 50 percent of eligible compensation. Company matches 100 percent of employee pre-tax/Roth (401k) contributions up to six percent
Comprehensive health- and welfare-benefits package
Eleven paid company holidays annually, plus a generous paid vacation plan based on length of service
Company-paid sick and personal days, funeral leave and jury duty leave; Also Parental leave/Reduced Work Schedule
Confidential personal financial counselling service
On-site health clinics and fitness centers
A matching grants program that enables employees to direct and double their donations to qualifying charitable organizations of their choice
Health-care advocacy service
Volunteer service opportunities
Federal credit union membership through Allegacy Federal Credit Union
Extensive training opportunities

Our organization offers a level of challenge, responsibility and creativity for motivated employees that welcome opportunities for growth. We are also committed to employing a diverse workforce and valuing different perspectives, experiences and talents to improve the company's potential for optimally achieving its business objectives!

Reynolds American Inc. and its affiliated companies is an Equal Opportunity / Affirmative Action Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, or disability status. Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly via email at reynoldsamerican_recruitment@bat.com .

About our organization:
Reynolds American Inc. is an indirect, wholly owned subsidiary of British American Tobacco p.l.c., and the U.S. parent company of R. J. Reynolds Tobacco Company; Santa Fe Natural Tobacco Company, Inc.; American Snuff Company, LLC; Modoral Brands Inc.; R. J. Reynolds Vapor Company; Lorillard Licensing Company, LLC; Reynolds Brands, Inc.; Vuse Stores LLC; Kentucky BioProcessing, Inc.; RAI Services Company and Reynolds Marketing Services Company. This position is with Reynolds Marketing Services Company. Job Number: 40796

WE ARE REYNOLDS AMERICAN - A member of the BRITISH AMERICAN TOBACCO GROUP
At Reynolds American, we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at REYNOLDS AMERICAN.

- Global Top Employer with 53,000 British American Tobacco employees across more than 180 markets
- Reynolds American certified as Great Place to Work
- Brands sold in over 200 markets, made in 44 factories in 42 countries
- Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
- Diversity leader in the Financial Times and International Women 's Day Best Practice winner
- Seal Award winner - one of 50 most sustainable companies

BELONGING, ACHIEVING, TOGETHER
Have you been on a career break for 18 months or longer? Are you ready to return to your career? If your answers to these questions is yes, we would love to hear from you. Regardless of why you took a break, we value you for all the skills you can bring to the workforce. Reignite your career, work flexibly, be part of a dynamic team and upskill yourself with on-the-job training and development support.

Collaboration, diversity and teamwork underpin everything we do here at Reynolds American. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals. Come bring your difference!

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Keywords: British American Tobacco, Winston-Salem , Senior Manager - In-Person Activation_Consumer Experience, Accounting, Auditing , Belews Creek, North Carolina

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