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Lead Mgr Cons Mktg Analytics & Insights

Date: Jun 10, 2019

Location: NC, US

Company: RAI

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.




Lead Manager in Consumer Marketing Insights provides analytical support to 1:1 and Brand Marketing teams. Responsible for leading Brand program performance reporting and consumer insight development driving informed decision making and program optimization. Provides significant value by contributing to a comprehensive understanding of the consumer journey, program engagement, and consumer insights influencing the development of action standards and program efficiencies. Participates in departmental and cross-functional teams, and is sought out for guidance and inspiration.

Consistently and appropriately challenges existing paradigms and drives for continuous improvement across key marketing metrics to strengthen Consumer –to- Brand relationships.  Must maintain strong credibility and consistently demonstrate effective leadership, influencing and presentation skills.




  • Responsible for hands-on data mining, data extraction & manipulation, data analysis, and data reporting utilizing the data warehouse as well as other relevant data sources
  • Analyze direct marketing programs using a broad mix of tools and techniques including customer profiling, segmentation studies, and marketing ROI
  • Design and develop metrics, reports, and analyses to drive key business decisions
  • Work collaboratively with business units, department management, and team members in defining, designing, planning, and implementing reporting and business solutions to improve overall business function
  • Be an expert user of the reporting and dashboards to maximize insight into the data, improve visualization and highlight key factors, uncover underlying problems, and detect anomalies and inconsistencies
  • High level of comfort supporting a culture of collaboration, innovation and positive influence on decision making process
  • Develop and implement analyses and reporting activities to drive timely, fit for purpose and actionable business results
  • Build recommendations for relationship strategies and marketing campaigns that afford Brand Marketers greater consumer insight and facilitate more informed decision making






  • Minimum BS in business related field





  • Must have strong analytical skills
  • Experience analyzing and working with data to spot trends and assess consumer interactions with DM/EM/Web marketing campaigns
  • Knowledge of analytical or database software -- prefer a working knowledge or experience with CRM and/or business intelligence systems
  • Experience with Tableau required
  • Digital experience management and Web analytics experience preferred
  • Have vision and ability to understand broader business scope
  • Ability to manage and deliver to client needs
  • Requires experience in MS Word, MS Excel, MS PowerPoint
  • Strong verbal/written communication and presentations skills
  • 5 plus years related work experience



Number of Direct/Indirect Reports:



Job Title This Position Reports to:

Director of Consumer Marketing Analysis & Insights


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.


Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly.


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