Job Information
Reynolds American Director Strategic Cities Activation in Winston Salem, North Carolina
Director Strategic Cities Activation
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 Director Strategic City Activation
SENIORITY LEVEL: Senior Level
FUNCTION: Marketing – Consumer Experience
LOCATION: Winston-Salem, NC
ROLE POSITIONING AND OBJECTIVES
We are looking for dynamic, creative, and hard-working individuals to join our Brand Activation team and be a part of an exciting opportunity to change the tobacco landscape, crafting a new world of enjoyment for Adult Tobacco Consumers (ATC). Backed with experience, dedication, and best in class industry resources, you will lead and be responsible for brand building and commercial execution elements for our Vuse vaping brand, our VELO and Grizzly modern oral brands, and our Traditional Tobacco brands (including Newport, Camel, Natural American Spirit, Grizzly, Cougar, Kodiak, and Levi Garrett) in key Strategic Markets across the United States.
As a Director, you will collaborate across the organization as well as with agency partners to amplify our consumer touchpoints across relevant channels in Strategic cities. You will be expected to handle existing markets while looking for opportunities to expand our brands into new markets. You will drive your team to become the omnichannel authorities as it relates to where, when, and how ATCs live, work, and play. Your leadership will ultimately ensure that each marketing touchpoint is driven in best-in-class fashion and is effectively delivering a a complete consumer experience.
As a true champion of the consumer, you and your team will look outside of the industry for category inspiration, as well as within our internal global resource network to help challenge the status quo, specifically playing the role of a key strategic partner to take our brands to the next level. Establishing clearly defined equity critical metrics and measuring performance against these important metrics will be critical to help amplify and accelerate activations that support the brand and business objectives.
This is a pivotal role within the organization and an opportunity to help transform the way the organization markets its brands across the United States.
Reports to Senior Director – Brand Activation
Number of Direct Reports – 1
Core relationships – Internal: Brand, Trade, Activation, I&F, Legal and Finance
External: Agencies
Geographic Scope - Regional
Travel Required Up to 10%
WHAT YOU WILL BE ACCOUNTABLE FOR
Lead strategy and development workstreams to drive attainment of brand and organizational goals.
Lead 1 Sr. Manager covering multiple strategic cities, with a concerted focus on driving dedication behaviors and developing talent.
Plan, direct, and coordinate brand building efforts across channels in the designated markets.
Head the identification and designation of priority cities and channels, in collaboration with Insights & Foresights and Brand.
Lead team to identify and capitalize on new opportunities at key retail, adult-only facilities (AOF), and out-of-home (OOH) locations.
Build and drive direct relationships with external agency partners and key internal collaborators (Brand Activation, Trade Marketing, Brands, I&F, etc.) to amplify activation touchpoints (AOF, event, digital, OOH, IPA) and ensure consumer relevance across designated Strategic Cities.
Serve as a brand steward amongst cross-functional internal and external teams.
Develop geographically-specific marketing strategies to improve ATC awareness and consumer perceptions of our brands. Be a change leader in focus areas inclusive of:
Translating brand guidelines, strategies, and objectives into impactful brand programs rooted in deep understanding of specific geographies
Collaboration with Media Activation team to resolve above-the-line media and content strategies and tactics.
In-person activation planning
Tailored local strategies for each key market
Partnership/sponsorship strategies and tactics
Omni-Channel activation responsibility
Physical and digital touchpoints activation
Consumer journey mapping and activation
Develop arguments to guide brand building resource investment and direct marketing spend.
Collaborate with internal Finance partners and brands to develop and handle budgets.
Drive enhancement of speed and quality of execution with internal and external executional collaborators across designated markets.
Establish commercial and brand-building Key Performance Indicators (critical metrics), methods of measurement, and timing for brand activation priorities.
Conduct regular business updates with Brand and Activation regarding alignment of critical metrics, performance progress, and driven activity.
Ensure all activations remain within our local LEX guidelines and marketing principles.
ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE
8+ years’ brand and/or trade marketing experience or related field
5+ years’ experience leading and developing high performing teams
Experience in a fast paced, consumer goods industry strongly preferred
Experience understanding, developing, and managing budgets, including expenditures, return-on-investment and profit-loss projections
Special Skills/Attributes:
Must have excellent analytical skills and business acumen to build strong business cases to drive core business decisions and change/innovation.
Data and insights driven.
High competence in project and stakeholder management
Strong ability to build trusting partnerships.
Strong oral and written communication, negotiation, and problem-solving skills to influence and secure cross-functional support.
Knowledge of retail marketing and operations.
Willing and able to travel frequently and work flexible hours for business purposes (within state and out of state, including by airplane).
Demonstrated experience of coaching excellence and driving high performance behaviors
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 at TalentAcquisition@RJRT.com.