Lead Manager Planning & Brand Activation

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!

SENIORITY LEVEL: Junior Level

FUNCTION: Marketing

LOCATION: Winston Salem, NC

ROLE POSITIONING AND OBJECTIVES

We are seeking a strategic, digitally savvy individual to join our Consumer Marketing team as Lead Manager, Planning and Brand Activation Strategist for one of our category leading brands.  In this high-touch role, you will collaborate with Brand Marketing to shape and develop direct-to-consumer (D2C) and digital marketing strategies to create connected, cross-channel consumer journeys to drive ROI success.

You will also work with multiple internal and external partners to provide ongoing management and optimization of digital 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, and social media.

A portion of this role will require digital-first thinking and experience as your default mode. You will have a solid understanding of corporate and Brand objectives and expertise in helping to strategize and deliver consumer-centric marketing communications and tactical campaigns against these goals. You will also stay abreast of new digital advances, have a firm grasp of current digital touchpoints, steer the organization’s digital narrative, drive highly effective digital campaigns and engagement results.

In addition, as a member of the Planning and Brand Activation team, you will help create and share learning and best practices, socialize new success models, and drive digital behavior adoption and engagement. The role is forward-looking and requires a blend of strategy, analytical thinking, influencing others and, above all, executional excellence, to succeed.

Reports toDirector Planning & Brand Activation

Number of Direct Reports     NA

Core Relationships - Internal – Brands, Insights & Foresights, Digital Analytics, Campaign Operations, Project Coordinator

External - Agencies

Geographic Scope - Local

Travel Required – 10%

WHAT YOU WILL BE ACCOUNTABLE FOR

• 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.
• Coordinate and design digital and direct to consumer 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, External and Internal Creative Agencies, IT, Operations, Consumer Relations, Legal and Procurement) to execute the plan efficiently and flawlessly.
• Lead the planning, hands-on execution and evaluation 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 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.
• Ensure that project goals are met and adhere to approved timelines and budgets.
• Proactively share wins and lessons learned to improve departmental and global marketing competency.
• Ensure compliance with RJRT legal, corporate, industry guidelines and marketing standards.

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE

• 5 plus years related work experience in digital marketing, digital strategy, digitally-forward CRM (B2C/D2C) or e-commerce
• Solid fundamental knowledge of digital marketing principals
• Comprehensive knowledge of digital analytic tools and ability to interpret, act on and communicate insights that can be applied to the business
• Experience managing digital 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 understanding of on and offline marketing communication channels and database marketing
• Must be able to work independently and collaboratively (team oriented) with an enthusiastic attitude
• Strong credibility and interpersonal, communication and influencing skills
• Problem analysis and problem resolution at both a strategic and a functional level

BENEFICIAL

• Highly desired proficiency in utilizing Adobe marketing platform (Campaign, Analytics, Target, AEM, Audience Manager)
• Proficient in activating 1:1 segmented campaign with real-time personalization and customized messaging
• Experience creating or designing campaign/marketing automation strategies and workflows
• Excellent understanding of direct marketing best practices, including email and mobile industry standards  

WE ARE REYNOLDS AMERICAN—A member of the BRITISH AMERICAN TOBACCO GROUP

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

BELONGING, ACHIEVING, TOGETHER

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!

SALARY AND BENEFITS OVERVIEW

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 atTalentAcquisition@RJRT.com.