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Senior Manager Consumer Marketing

Company: Reynolds American
Location: Winston Salem
Posted on: October 18, 2020

Job Description:

British American Tobacco

Job Number: 28973

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.


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.; and Vuse Stores LLC. 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.


Brand Activation leads the way for the growth and success of the iconic brands and revolutionary products of our operating companies by envisioning and implementing innovative and principled marketing strategies. In Brand Activation, bringing out brands to life is the most important manifestation of our vision and the successful candidate should have a strong drive and desire to grow brand equity for the future. 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 complex, diverse environment.

RAI believes that ongoing development opportunities are important to help our people and our companies achieve their goals. Brand Activation offers external development, including advanced degree education programs, design conferences, external classes, and seminars. There are numerous internal learning activities available, including leadership development courses, rotational assignments, cross-functional projects, and mentorship from experienced professionals to support and guide you in achieving your career aspirations.

If you work well in a fast-paced, dynamic team environment and you want to positively drive change, then Consumer Marketing is a great place to build your career.


In-Person Activation (IPA) is an operating function within our Digital Marketing and Commercial Activation Function. IPA is a strategically important capability within our marketing mix – the only touch point that truly delivers a face-to-face brand experience with our Adult Nicotine Consumers (ANC) and connects with them in their environment. The IPA function is accountable for developing programs 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, analytical and executional support as it relates to maximizing the execution of our in-person consumer engagement asset. Within the Brand Activation department, you will have the opportunity to work on many of the RAI portfolio of products, spanning traditional combustible products, to smokeless products, to transformative vapor and nicotine modern oral products.


(Essential Functions)

Overarching responsibilities:

Understand the consumer, the category, and the brands’ high level strategies

Leverage this knowledge to assist with the development and implementation of the IPA tactical plans

Significant collaboration with cross-departmental stakeholders

Principal duties and responsibilities:

Collaborate with internal stakeholders and agency partners to determine IPA objectives and strategies aligned to brand plans

Develop tactical IPA plans and programs, including metrics and key performance indicators

Lead the execution of IPA plans, in support of goals and within brand and IPA guidelines

Facilitate the development, reviews, and approvals of creative assets and training materials to support IPA activities

Manage 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

Develop and actively manage budgets for IPA activities

Effectively communicate expectations to stakeholders across the organization to influence decision making

Manage third party partners and stakeholders to integrate solutions

Ensure compliance with all RAI legal, corporate, industry guidelines and marketing standards


Passion for brand marketing and understanding consumer values and needs

Innate curiosity with an innovative mindset and creative thinking process

Results-driven and self-starter who can work well both independently and as part of a team

Manages large & complex projects / processes with limited manager oversight

Influence external and internal partners without direct line authority

Plan, execute, and report out on programs / initiatives, tracking, and deliverables thru a commercial lens

Independently interprets both internal & external issues to create solutions / best practices

Proactively address opportunities to work with colleagues, across departments, and with agency representatives

Proven digital, interactive, and social media experience with brand / consumer engagement



Bachelor’s Degree required - marketing specialization is a plus

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

Knowledge & Experience:

5 plus years working in a related field

Strong analytical capabilities with demonstrated track record of data-driven decision making

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, executional, digital, and / or social media agencies is a plus

Demonstrated experience and understanding of business 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

Specialized depth and / or breadth of expertise in marketing roles

Excellent project management and time management skills

Compensation/Targeted Bonus

Competitive Annual Salary

Targeted Annual Bonus

Relocation assistance available for those who qualify.

Benefit Summary

Our company offers very competitive 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

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 their choice

Health-care advocacy service

Volunteer service opportunities

Federal credit union membership through Allegacy Federal Credit Union

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 crowd.

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 objectives.


Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly via email at

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Nearest Major Market: Salem

Nearest Secondary Market: Winston

Job Segment:

Marketing MBA, Equity, Manager, Marketing Manager, Marketing, Finance, Management

Keywords: Reynolds American, Winston-Salem , Senior Manager Consumer Marketing, Other , Winston Salem, North Carolina

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