Reynolds American Inc. (RAI) Director Consumer Marketing in Winston-Salem, North Carolina

Director Consumer Marketing

Date:Oct 8, 2018

Location:Winston-Salem, NC, US


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 RAI, 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.

At the RAI companies you’ll have the opportunity to work on iconic brands and revolutionary products by collaborating with visionary, principled and passionate people every day.

This position is with RJ Reynolds Tobacco Company—the second-largest U.S. tobacco company. The company's brands include Newport, Camel and Pall Mall.

The Director, Consumer Marketing will be responsible for helping to define and lead the implementation and execution of strategic brand initiatives. He/she will identify consumer and market insights and trends and turn them into commercialization opportunities that support achievement of brand and business goals. This role will also be responsible for maximizing the value of a product portfolio, defining and implementing marketing campaigns, and overseeing product launch initiatives and go-to-market strategies.

Backed with experience, dedication, and best-in-class industry resources, you will be responsible for the development and execution of strategies and programs to advance our brands’ position in the marketplace.

Depending on the job assignment, these responsibilities could include brand equity development, 1:1 engagement touchpoints (such as digital, web, email, direct mail), product and packaging, and/or Consumer Engagement.

The Director, Consumer Marketing will:

  • Proactively engage in and contribute to strategic brand planning.

  • Collaborate with and lead external agencies in the development of marketing strategies, programming, and communication to support key brand initiatives.

  • Develop, direct, implement, and evaluate strategic, data-driven, integrated marketing campaigns aligned with achieving brand and business goals.

  • Integrate digital capabilities into marketing plans and drive adoption of mobile programs and apps.

  • Serve as brand champion across the organization, leading a cross-functional team toward the on-time, on-strategy implementation, assessment, and optimization of key brand initiatives.

  • Serve as brand communications steward, ensuring that all brand communication is on strategy and aligned with established equity tenets.

  • Develop and manage applicable marketing budgets; communicate regularly with Finance partners any material shifts in strategy or timing.

  • Demonstrate strong business acumen; manage and communicate business performance; develop recommendations for strategic business decisions.

  • Effectively articulate and gain support for new thinking and strategy shifts, and lead change throughout the organization when appropriate.

  • Monitor competitive activity and consumer/marketplace trends and implications; provide insights and recommendations for competitive advantage and/or brand development.

  • Ensure that corporate strategy and regulatory guidelines are imbedded in all marketing initiatives.

  • Manage on-going third party relationships with vendors, agencies, and contractors.

  • Develop a strong marketing team with an emphasis on talent development.


  • Bachelor’s degree required; Master’s degree preferred


  • 7+ years Brand Marketing Experience required.

  • Exceptional business acumen, with the ability to understand commercial, operational, and financial priorities of the business and align marketing initiatives and resources with the areas of greatest impact.

  • Proven ability to build strong relationships and passionately lead and motivate a marketing team to achieve superior performance.

  • Demonstrated track record of successful, innovative problem solving and leadership that resulted in market share gains and/or business improvement.

  • Functional Area expertise and working understanding of the marketing process.

  • Cross-functional experience, with a keen understanding of critical business drivers and considerations.

  • Highly effective communication skills, with demonstrated ability to articulate strategic thinking and influence stakeholder understanding and buy in.

  • Ability to evaluate consumer journey and experience across multiple channels and touch points.

  • Digital marketing fluency (analytics, PPC, SEO/SEM) and functional understanding of digital marketing touch points (mobile, web, email, social media) a strong plus.

Special Skills/Attributes:

  • Superior understanding of brand and consumer values

  • Proactivity, initiative, and a willingness to embrace accountability

  • Exemplary interpersonal and leadership skills with ability to influence at senior levels within the organization

  • Collaborative, creative thinker with an open mind to learn and explore new areas and opportunities

  • Organizational savvy; ability to navigate without personal political agenda.

  • Strong analytic capability and planning skills. A comfort level in managing process and discipline through the organization.

  • The ability to facilitate and manage conflicting demands to meet strategic business direction.

  • Inquisitive nature and ability to translate consumer attitudes and behaviors into hypotheses and business opportunities.

  • Ability to navigate ambiguity while progressing to achieve key milestones.

  • Extremely resourceful and highly results oriented with a high level of energy to champion projects.

  • Passion for pushing beyond what has been done in the past to identify new ways of approaching ideation, development and marketing.

  • Honesty, integrity, trustworthiness and dependability.

  • Strong oral and written communication, negotiation, and problem solving skills.

Compensation/Targeted Bonus

  • Competitive Annual Salary

  • Targeted Annual Bonus

  • Relocation assistance available for those who qualify.

Benefit Summary

Our company offers 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

  • 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. 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..

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.

Onlyapplicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly.



Nearest Major Market:Winston-Salem