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Reynolds American Inc. (RAI) Sr Manager, Digital Strategist in Winston Salem, North Carolina

Sr Manager, Digital Strategist

Date:Dec 10, 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.

Senior Manager Consumer Marketing Digital Strategist


We’re seeking a strategic, digitally savvy individual to join our Consumer Marketing team as Senior Manager, Digital Strategist. In this high-touch role, you’ll collaborate with Brand Marketing to integrate digital assets, raise brand awareness, shape marketing campaigns, lead digital activation, drive efficiency and effectiveness of digital channels across all stages of the consumer lifecycle, from onboarding through engagement through advocacy.

You’ll also work with Campaign Operations, Finance, and external agencies to provide ongoing management and optimization of marketing channels and tactics, including pre-campaign analysis and planning, campaign management, A/B testing, post-campaign analytics, and recommendations for future, ongoing optimization. Channels may include direct mail, email, mobile app, websites, SMS, print media, radio, TV, out-of-home, and social media.

As Senior Manager, digital-first thinking and experience is your default mode. You have a solid understanding of corporate and Brand objectives and expertise, helping strategize and deliver consumer-centric marketing communication and tactical campaigns against these goals. You also stay abreast of new digital advances, have a firm grasp of the various digital touchpoints, steer the organization’s digital narrative, drive highly effective digital campaigns and engagement results.

Also, as a member of the core Digital Marketing & Commercial Activation team, you’ll help create and share learning and best practices, socialize new success models, and drive digital behavior adoption and engagement. This role is forward-looking and requires a blend of strategy, analytical thinking, influencing others, and, above all, exceptional excellence to succeed.


  • Collaborate with Brand Marketing to develop comprehensive and cohesive D2C strategies and campaigns that provide relevancy and value for the consumer while improving key engagement metrics.

  • Design and coordinate persona-based, primarily digital user journeys, to drive consumer engagement and deepen the relationship throughout each phase of the lifecycle.

  • Work closely with internal and external stakeholders and partners (including Brand, Finance, Agencies, IT, Operations, Consumer Relations, Legal, and Procurement) to execute the plan efficiently and flawlessly.

  • Lead the planning, hands-on execution of digital and direct mail marketing campaigns, integrated promotions, automated marketing campaigns, web content, and communications.

  • Provide ongoing CRM campaign development, management, and optimization of marketing channels including, but not limited to, pre-campaign analysis, ongoing campaign management, testing for increased performance, post-campaign analytics, learning, and recommendations for future campaigns.

  • Collaborate with Analytics Team and Campaign Design Team to provide ongoing analysis of campaign results and act on insights.

  • Drive the development of self and mentoring of others, embracing the expectation of individual development to improve competencies and advance departmental and functional objectives.

  • Incorporate predictive models and scoring rubrics to hone segment targeting and improve campaign ROI.

  • Develop and actively manage the D2C communication plan brand budget.

  • Run segmentation and target audience scenarios to identify the most efficient and effective spend.

  • Ensure project goals are met and adhere to approved timelines and budgets.

  • Actively champion a culture of digital-first thinking and ongoing iteration.

  • Proactively share wins and lessons learned to improve departmental and global marketing competency.

  • Ensure compliance with RJRT legal, corporate, industry guidelines, and marketing standards.

  • Create integrated and cost-effective digital strategies



  • Minimum BS in a business-related field, or relevant experience

Required Skills and Experience:

  • Five plus years related work experience in digital marketing, digital strategy, digitally forward CRM (B2C/D2C) or e-commerce

  • Solid understanding of on and offline direct marketing communication channels and database marketing

  • Experience managing digital (email, web, mobile) campaigns and direct marketing initiatives

  • Outstanding project management skills with proven experience managing end-to-end projects including managing budget, timelines/milestones, multiple partners and deliverables

  • Demonstrated ability to manage simultaneous projects in a fast-paced environment

  • Solid analytical skills with the ability to derive and act on insights that apply to the business

  • Must be able to work independently and collaboratively (team-oriented) with an enthusiastic attitude

  • Strong credibility and interpersonal, communication and influencing skills

  • Fundamental understanding of Finance and Marketing principles

  • Problem analysis and problem resolution at both a strategic and a functional level

    Preferred Skills/Experience:

  • Proficient in activating 1:1 segmented campaign with real-time personalization and customized messaging

  • Experience creating or designing campaign/marketing automation strategies and workflows

  • Working understanding/proficiency utilizing Adobe marketing platform (Campaign, Analytics, Target, AEM, Audience Manager) highly desired

  • Experience creating and storyboarding user journeys

  • Excellent understanding of direct marketing best practices, including email and mobile industry standard

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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