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Reynolds American Inc. (RAI) Director eCommerce Mktg - VELO in Winston Salem, North Carolina

Director eCommerce Mktg - VELO

Date: Jul 3, 2020

Location: Winston Salem, NC, US

Company: British American Tobacco

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.


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 insights.

Key Responsibilities

  • 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 business.

  • 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 specialists

  • 8+ years of digital marketing experience in ecommerce with a proven track record in driving customer acquisition and revenue growth

  • Strongly KPI oriented: acquisition, conversion, ROI

  • Exceptional understanding of all aspects of digital marketing and analytics, especially email, natural search, display, and retargeting

  • 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

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 TalentAcquisition@RJRT.com.

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Nearest Major Market: Salem

Nearest Secondary Market: Winston

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