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Reynolds American Inc. (RAI) Lead Mgr Cons Mktg Analytics & Insights in Winston Salem, North Carolina

Lead Mgr Cons Mktg Analytics & Insights

Date:Sep 3, 2019

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 within Reynolds American Services Company—a subsidiary that provides support services, including compliance, HR, law, finance, information management, and more to all of the subsidiaries of RAI.

Lead Manager – Consumer Marketing Analysis & Insights

Lead Manager in Consumer Marketing Insights provides analytical support for Consumer Marketing brand teams. Responsible for leading the reporting and insight development for brand program performance and consumer experience management to drive informed decision making and program optimization. The Lead Manager role provides significant value by contributing to a comprehensive understanding of the consumer journey, digital program engagement, and key consumer insights influencing the development of action standards and program efficiencies.

Focused on test and learn practices supporting the planning and optimization of digital brand programs & ecommerce. The ideal candidate’s strong analytical skills and digital marketing experience will support Brand team’s insight into and across various digital marketing/ecomm channels and use this data to support the development of marketing strategies and tactics to drive improved results and better marketing ROI.

Consistently and appropriately challenges existing paradigms and drives for continuous improvement across key digital marketing metrics to strengthen Consumer -to- Brand relationships. Must maintain strong credibility and consistently demonstrate effective leadership, influencing and presentation skills. Success in this role greatly depends on the ability to analyze digital campaign results, provide actionable insights and build collaborative working relationships with team members across the organization.


  • Design and develop digital metrics, reports, and analyses to drive key business decisions

  • Analyze digital marketing programs using a broad mix of tools and techniques including engagement profiling, segmentation modeling, and marketing ROI

  • Be an expert user of the Adobe Analytics and Tableau dashboards to maximize insight into the data, improve visualization and highlight key factors, uncover underlying problems, and detect anomalies and inconsistencies

  • Comfortable working in a data driven environment analyzing data from multiple sources and making strategic recommendations to improve program performance across multiple KPIs

  • Drive a culture of collaboration, innovation and positive influence on decision making process

  • Develop and implement analyses and reporting activities to drive timely, fit for purpose and actionable business results

  • Build recommendations for relationship strategies and digital marketing campaigns that afford Brand Marketers greater consumer insight and facilitate more informed decision making

  • Responsible for hands-on data mining, data extraction & manipulation, data analysis, and data reporting utilizing the data warehouse as well as other relevant data sources

  • Work collaboratively with business units, department management, and team members in defining, designing, planning, and implementing reporting and business solutions to improve overall business function



Minimum BS in business related field


  • Experience analyzing and working with digital analytics to spot trends and assess consumer interactions across brand marketing campaigns

  • Experience with Tableau preferred, and Adobe Analytics required

  • Digital experience management and Web analytics experience preferred

  • Experience and knowledge of A/B testing, testing solutions, and measurement

  • Possess a combination of strong analytical, problem solving, and data manipulation skills

  • Storyteller with the ability to synthesize analytic findings into actionable strategic recommendations

  • Self-starter and critical thinker, highly ambitious and deeply curious

  • A high level of enthusiasm for building the business and capacity to overcome obstacles

  • Ability to own project goals, work independently, and deliver to client needs

  • An entrepreneurial attitude and eagerness to learn, fail and try again

  • Demonstrates strong leadership, interpersonal, teambuilding, and communication skills

  • Have vision and ability to understand broader business scope

  • Requires experience in MS Word, MS Excel, MS PowerPoint

  • Strong verbal/written communication and presentations skills

  • 5 plus years related work experience


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.

Email: TalentAcquisition@RJRT.com

Nearest Major Market:Winston-Salem

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