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Reynolds American Senior Manager Digital Engagement in Winston Salem, North Carolina

Senior Manager Digital Engagement

Reynolds American is evolving at a pace 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 the change!

WE ARE LOOKING FOR A Senior Manager Digital Engagement

SENIORITY LEVEL: Mid-senior level

FUNCTION: Marketing, Consumer Experience

LOCATION: Winston-Salem, NC


Reports to

Director, Consumer Database

Number of Direct Reports


Core Relationships

Internal – Planning & Brand Activation, Digital Marketing Operations, Consumer Analytics, Brand Marketing

External – Agencies & 3rd Party Service Providers

Geographic Scope

Local (DRBU)

Travel Required



This role is responsible for championing and delivering our digital Consumer Engagement ambitions, working cross-functionally between Marketing Planning & Digital Operations, Finance, Consumer Analytics and Brand Management teams. You will be responsible for delivering high-level strategy of the drivers of digital consumer engagement across categories, as well as provide hands-on resource allocation decision support for both P&L owners and touchpoint / channel owners. The purpose of this role is to apply analytics & reporting to influence & guide marketing investments and touchpoint decisions in a way that advances the Company’s Digital Consumer Engagement goals.


  • Identify key analytical questions to be answered to better understand digital engagement attribution & drivers; Brief in requests to in-house and/or 3rd party analytics teams

  • Deliver & maintain a comprehensive suite of digital engagement & touchpoint insight dashboards, at varying levels of detail (Working teams to Executive level)

  • Run monthly presentation & discussion with Brand teams on progress against their digital engagement targets, key drivers and insights, and recommendations

  • Represent Consumer Experience & Digital Engagement goals in recurring commercial forums & meetings

  • Work closely with Finance business partners to ensure clear line of sight to engagement returns on individual investments

  • Share & spread awareness of best practices and key wins / learning moments among Consumer Experience and Brand mgmt. stakeholders

  • Lead the development & delivery of structured business cases for digital marketing activities & investment, as needed

  • Promotes strong teamwork and collaboration with internal/external stakeholders


  • Comfortable & familiar with CRM marketing data structures & systems

  • Able to scope out & deliver comprehensive business cases for various 1:1 marketing investments & projects, working with finance partners as needed

  • Skilled in data storytelling & influencing with analytics

  • Ability to parse signal from noise & identify the key drivers of digital engagement KPIs

  • Effectively builds trust & rapport with stakeholders

  • Innovative attitude & approach towards consumer data possibilities, tests cases, and opportunities

  • Able to coordinate and manage 3rd party and dotted-line Analytics resources to ensure results delivery

  • Effectively manages concurrent project workloads, timelines, and administrative responsibilities

  • Excels in an independent, fast-paced team environment and takes accountability for all deliverables

  • Strives to make others better, makes the complex simple to elevate 1:1 awareness/understanding


  • Bachelor’s degree required

  • 5+ years marketing experience in fast-moving consumer goods

  • 3+ years experience in Digital and/or Database analytics supporting business teams / P&L owners

  • Experience in regulated industries preferred

  • Experience in managing performance of multi-channel consumer journeys preferred

  • Strong communication, critical selling, credibility, and influencing skills


At Reynolds American, we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at REYNOLDS AMERICAN.

  • Global Top Employer with 53,000 British American Tobacco employees across more than 180 markets

  • Great Place to Work Certified

  • Brands sold in over 200 markets, made in 44 factories in 42 countries

  • Newly established Tech Hubs building world-class capabilities for innovation in four strategic locations

  • Diversity leader in the Financial Times and International Women’s Day Best Practice winner

  • Seal Award winner – one of 50 most sustainable companies


Have you been on a career break for 18 months or longer? Are you ready to return to your career? If your answers to these questions is yes, we would love to hear from you. Regardless of why you took a break, we value you for all the skills you can bring to the workforce. Reignite your career, work flexibly, be part of a dynamic team and upskill yourself with on-the-job training and development support.

Collaboration, diversity and teamwork underpin everything we do here at Reynolds American. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals. Come bring your difference!


Benefit Information

The following is a general summary of the competitive compensation and benefit plans we offer:

  • 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

  • Company contributes an additional three percent to 401(k) whether employee participates or not

  • Comprehensive health- and welfare-benefits package (including medical, dental, vision, and prescription drugs)

  • Health Savings Account start-up contribution for employees who elect the high deductible health plan

  • Flexible spending accounts for both Health Care and Dependent Care allowing employee to use pre-tax dollars to pay for qualified expenses during the calendar year

  • Employee assistance program offering 8 free counselling sessions, per issue, each calendar year for employees and their dependents

  • Company paid life insurance of 1x annual base pay ($50,000 minimum)

  • Company paid accidental death or dismemberment insurance of 2x annual base pay ($50,000 minimum)

  • Voluntary insurances offered at group rates: employee and dependent life insurance, AD&D insurance, critical illness, accident coverage, disability buy-up, and auto & home insurance

  • Tuition reimbursement and student loan support

  • Dependent Scholarship Programs

  • Free confidential personal financial counselling service

  • On-site health centers and 24/7 fitness centers at certain company locations

  • A charitable giving matching grants program that enables employees to direct and double their donations to qualifying charitable organizations of their choice

  • Health-care concierge service

  • Volunteer service opportunities

  • Extensive training opportunities

  • Company vehicle for eligible employees

  • Mobile phone allowance for eligible employees

  • Paid Leave:

  • Sick and Personal Time (exempt employees may be excused with pay for brief absences; non-exempt employees receive up to 6 days)

  • Vacation (levels Below Senior Director receive 15 days (pro-rated during first year of service); Senior Director and Officers receive 25 days (pro-rated during first year of service)).

  • Holidays (Nine company recognized and two annual personal holidays to be used at the employee’s discretion)

  • Paid Parental Leave + temporary reduced work schedule opportunity

  • Funeral Leave

  • Short-Term Disability Leave

  • Long-Term Disability Leave

  • Jury Duty Leave

  • Military Leave

  • Released Time for Children’s Education

  • Community Outreach Leave

  • Other paid leave benefits, as required by state or local law

Our organization offers a level of challenge, responsibility, and creativity for motivated employees who want to grow their careers. We are also committed to employing a diverse workforce and valuing different perspectives, experiences, and talents to improve the company's potential for optimally achieving its business objectives!

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 age, race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability status, or any other characteristic protected by applicable law. Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly via email at TalentAcquisition@RJRT.com.