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Reynolds American Inc. (RAI) Director Social Media in Winston Salem, North Carolina

Director Social Media

Date: May 2, 2021

Location: Winston Salem, NC, US

Company: British American Tobacco

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!



FUNCTION: Marketing

LOCATION: Winston Salem, NC


This role is part ofMarketing - Activation (New categories)

The role is responsible for new and innovative vision. As the Social Media Director, you should have a deep understanding of the social media landscape; possess the vision to continuously develop the social media practice; and be the leader who motivates, develops, and manages an innovative team! You will work collaboratively across our activation, brand, insights, and global teams. This individual will also lead our social AOR management, processes, budgets, and yearly plans. The ideal candidate thinks futuristically on ways to innovate how we use social media to build our communities, drive deeper dedication, activate our fan base, and drive commercial outcomes. Reporting to the Sr. Director- Digital Strategy & Consumer Experience, you will play a key role within our consumer marketing organization.

Reports to: Senior Manager - Consumer Engagement & Activation

Reporting Level: 2


  • Strategize and execute social media programs from always-on to innovative first-to-market initiatives

  • Supervise trends and innovation across social media platforms

  • Build and implement strategy for our new category brands’ (Vuse & Velo) main social handles across all platforms

  • Collaborate with the internal teams including eCommerce, sponsorships, CRM and category to support their respective missions through content with consistent and relevant brand voice

  • Drive the overarching social strategy across the paid, earned, managed & owned outputs, in collaboration with the media & public relations teams

  • Develop clear & efficient content pipelines connected to each of our brands’ programs

  • Lead approach for content curation, scheduling, distribution, promotion and custom measurement; facilitate collaboration on content generation across multiple functional pillars

  • Develop strategies to stimulate and maximize UGC to build our brands


  • Do you have a vision for the future of social media?

  • Are you intellectually curious and have strong analytical capabilities?

  • Do you have the ambition to influence others and gain consensus at the team, peer, and executive levels?


  • 10+ years of social media, digital marketing, and/or platform partnership experience

  • Artistic problem solver and innovator, in touch with Millennials and Gen Z

  • Prior experience in CPG with an eye for utilizing social media for conversion is a huge plus

  • Previous experience within regulated industries and/or categories

  • Expertise with social listening and community management tools, e.g. BrandWatch, Sprinklr, Pulsar, Sprout, etc.

  • Understanding of new and emerging video platforms (Youtube, Facebook, Snapchat, Twitch, etc.)

  • Bachelor’s degree, MBA preferred


  • Prior experience in CPG with a strategic sense for maximizing social media as an engine for brand building & commercial impact

  • Ability to work independently and collaboratively (team oriented) with a hardworking demeanor inventiveness

Job Number: 32146

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.

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; Also Parental leave/Reduced Work Schedule

  • 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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