Job Number: 25139
Reynolds American Incorporated is positively transforming the
tobacco industry. We’re a family of companies that strives for
success in everything we do. The future inspires us because our
people are igniting the breakthroughs that are redefining the ways
adult tobacco consumers enjoy tobacco in the 21st century.
When other companies talk about growth, they only talk about
size. At Reynolds American, we focus on the growth of our people.
We take pride in each other’s growth and well-being throughout our
careers. We invest in your career and total well-being because we
know our companies succeed when our people thrive.
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; Niconovum USA, Inc.; Niconovum
AB; R. J. Reynolds Vapor Company; Lorillard Licensing Company,
LLC; and Reynolds Brands, Inc.. This position is with R.J. Reynolds
Tobacco Company (2004) .
Here, you’ll have the opportunity to work on iconic brands and
revolutionary products by collaborating with visionary, principled
and passionate people every day.
The Director of e-Commerce Marketing will oversee the daily
execution of e-Commerce marketing strategies to drive new customer
acquisition and retention for the Velo and potentially other
transformational nicotine brands. The position reports into the
Senior Director Ecommerce. Working with both agency and internal
partners, the Director will be responsible for the day-to-day
performance of digital marketing channels, including Natural Search
(SEO), Affiliate, Display Advertising and Marketplaces/Comparison
Shopping Engines. In addition, the Director will work closely with
the ecommerce team as well as cross-functionally with brand
marketing, creative, IT, merchandising, finance and customer
Grow Digital Acquisition & Revenue: Direct responsibility for
driving traffic, conversion and ROI for all digital acquisition
channels, including but not limited to, natural search/SEO,
affiliate, display advertising and email marketing.
Manage Agency Performance: Supervise external agency
relationship for key channels including paid search, natural
search/SEO, affiliates, display advertising (remarketing,
programmatic, addressable media, direct-buys), comparison shopping
engines and marketplaces,; provide strategic direction, help
prioritize tactics to improve performance, and ensure
accountability for quality execution.
Oversee Budgeting, Forecasting & Reporting: Manage annual
budgeting process, as well as monthly/weekly/daily forecasting and
reporting at channel level for traffic, revenue, spend, ROI and
other performance KPIs.
Drive Continuous Optimization: Seek optimization and growth
through continuous cadence of A/B and multivariate testing,
customer segmentation, creative partnership, landing page
optimization and more.
Drive Digital Innovation & Shift to Mobile: Serve as internal
digital marketing thought leader; helping to identify digital
marketing trends, new technologies, evolving best practices,
competitor activity, and learning opportunities that help drive the
Support Omnichannel & CRM Strategies: Support digital strategies
to drive brand growth from an omnichannel strategy including
geo-targeting to boost store traffic, cross-channel purchasing, and
other omnichannel customer segmentation opportunities.
2 Direct Reports: Responsible for the Senior Manager e-Commerce
Acquisition and Lead Manager e-Commerce Retention
Key Skills / Qualifications
5+ years management experience leading a team of digital
8+ years of digital marketing experience in ecommerce with a
proven track record in driving customer acquisition and revenue
Strongly KPI oriented: acquisition, conversion, ROI
Exceptional understanding of all aspects of digital marketing
and analytics, especially email, natural search, display, and
Strong proficiency in digital trends and best practices
Strong business acumen with ability to think strategically with
an eye toward innovation
Robust quantitative skills including forecasting ability and ROI
analyses - demonstrated ability to apply logical thought process to
problem solving and deliver recommendations
Strong proficiency in Adobe and other web metric systems
Strong experience in managing agency relationships
Excellent communication and persuasion skills. Ability to
develop and lead Board and CEO-quality presentations by translating
complex digital concepts into digestible content
Proactive, collaborative, organized, curious, problem solver
with “can-do” attitude
Relocation assistance available for those who qualify.
Our company offers very competitive benefit plans,
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
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
Confidential personal financial counseling 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
Volunteer service opportunities
Federal credit union membership through Allegacy Federal Credit
Extensive training opportunities
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.
Our organization offers a level of challenge, responsibility and
creativity for motivated employees that stands apart from the
We are also committed to employing a diverse workforce and
valuing different perspectives, experiences and talents to maximize
the company's potential for successfully achieving its business
Only applicants requiring reasonable accommodation for any part
of the application and hiring process should contact us directly
via email at TalentAcquisition@RJRT.com.