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Reynolds American Inc. (RAI) Senior Manager SPI Consumer Insights in Winston Salem, North Carolina

Senior Manager SPI Consumer Insights

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!

WE ARE LOOKING FOR A Senior Manager SPI Consumer Insights


FUNCTION: Marketing

LOCATION: Winston Salem, NC USA


This role is part ofMarketing - SP&I (New categories).

The Sr. Manager SP&I – Consumer Insights provides thought leadership and analytical support related to Consumer-based data assets across key stakeholders within SP&I, Consumer Marketing, Trade Marketing, Revenue Growth Management and Activation organizations.

Responsible for driving deep understanding of consumer trends, attitudes, needs states and behaviors to drive volume and profit growth. Provides significant value by applying a comprehensive understanding of the nicotine industry, business drivers and integration of a ‘consumer-led’ focus to support corporate objectives.

Participates in departmental and cross-functional teams and is sought out by others for mentorship and inspiration.

Consistently and appropriately challenges existing paradigms and drives for continuous improvement across the organization. Must maintain strong credibility and consistently demonstrate effective leadership, influencing and presentation skills.

Reports to: Director - Consumer Understanding – SP&I

Reporting Level: No Direct Reports

Geographic Scope: Local


  • Plans, directs, conducts analyses and provides business-oriented insights

  • Identifies and evolves planning to integrate consumer-focused insights more broadly with key stakeholders within the organization

  • Defines key topics for deep dive analyses to support corporate objects, such as…

  • Segmentation

  • Regulatory/Flavor bans

  • Vapor – Disposables/Open System Deep dive

  • Consumer Category/Brand Migration – why/when

  • Regional/Strategic Cities Tracking and Immersions (consumer lens)

  • Brand Initiative Tracking & New Package/Limited Edition Pack Consumer Impacts

  • Aligns internal and vendor resources – both syndicated (Kantar, IRI, etc.) and ad hoc (tracker, online communities, SML) to develop concise, impactful analyses on designated topics

  • Develops and implements analyses and reporting activities to drive timely, fit for purpose and actionable business results

  • Establishes forum for on-going immersion of MLT and key stakeholders with consumer centric recommendations to guide corporate objective attainment

  • Identifies new sources or ways to optimize consumer data sources

  • more regional/hyper-local

  • faster/more agile ad hoc

  • easier integration via platforms and/or on-site vendor support

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

  • Effectively communicate results to clients across the organization to facilitate decision making process


  • Have you designed, implemented, and analyzed consumer-based primary research studies?

  • Have you conducted multi-category segmentation studies? What role did you have in these studies?

  • What experience have you had with package semiotics testing or new launch/brand initiatives tracking?

  • What is your experience with qualitative approaches?


  • 5+ years in business/commercial analytics and/or related field. CPG experience preferred.

  • Ability to understand broader business issues and seek resolution

  • Ability to manage, leverage and analyze data sources, interpret meaningful trends and draw conclusions to deliver actionable business recommendations.

  • Ability to identify business opportunities in Sales and Marketing performance factors to influence execution.

  • Ability to manage and deliver to client needs

  • Strong collaboration skills, with ability to work with a broad range of disciplines and cross-functionally

  • Strong verbal/written communication, data visualization and presentations skills

  • Qualitative & Quantitative Consumer Survey methodologies and analytics including Segmentation, Package Testing, Concept Evaluation, etc.

  • Bachelor of Science required, Master’s Degree in Business or related field preferred


  • Tableau/Infotools Harmoni/Power BI

  • Statistical Software (SPSS/SAS/R)

  • Survey programming (Qualtrics)


  • Competitive annual salary

  • Targeted Annual Bonus


We offer 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; Also Parental leave/Reduced Work Schedule

  • Confidential personal financial counselling 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

Our organization offers a level of challenge, responsibility and creativity for motivated employees that welcome opportunities for growth. 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 race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, or disability status. Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly via email at reynoldsamerican_recruitment@bat.com .

About our organization:

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.; Vuse Stores LLC; Kentucky BioProcessing, Inc.; RAI Services Company and Reynolds Marketing Services Company. This position is with Reynolds Marketing Services Company. Job Number: 39364


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

• Reynolds American certified as Great Place to Work

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

• Newly established Tech Hubs building world-class capabilities for innovation in 4 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!

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