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Lead Manager Consumer Marketing - D2C - Natural American Spirit

Date: Mar 29, 2019

Location: Oxford, NC, NC, US

Company: RAI

Santa Fe Natural Tobacco Company


Lead Manager, Direct to Consumer (NAS) – Consumer Marketing




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 by collaborating with visionary, principled and passionate people every day.


As a marketing-led organization, the Consumer Marketing function manages one of the top brands in the industry.  As Lead Manager, Direct to Consumer for RAI brands, you will be joining a Consumer Marketing team of exceptional marketers in a World Class Marketing Organization.  This is a fast-paced and collaborative environment with an emphasis on both marketing excellence and talent development.


In this role, you will lead the development and execution of Retail and email programs by building best-in-class print and digital content to ensure strong relationships are maintained with adult consumers.  You will work alongside a fully integrated team of passionate marketing professionals who are helping to shape the future of our industry. 


Your overarching responsibilities include:

Understanding the consumer, the category, and the brand’s high-level strategies

Leverage this knowledge to assist with the development and implementation of the brand Retail and email tactical plans with direct ownership of plan execution

Significant collaboration with cross departmental stakeholders




(Essential Functions)


Collaborate with brand and agency partners to determine objectives, strategies and tactical plans

Lead the execution of brand plans, in support of brand goals and within brand guidelines

Execute Retail and email marketing campaigns to drive adult consumer brand awareness and foster loyalty and advocacy

Execute planned marketing tactics to drive the desired experience with adult consumers

Develop tactical campaign plans, including metrics and key performance indicators

Manage the collection, synthesis and analysis of key performance indicators

Provide insights and recommendations based on learning to drive greater business impact

Effectively communicate expectations to stakeholders across the organization to influence decision making

Manage third party partners and stakeholders to integrate solutions

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






Passion for brand marketing and understanding consumer values and needs

Innate curiosity with an innovative mindset and creative thinking process

Results-driven and self-starter who can work well both independently and as part of a team

Demonstrated excellence in project management and coordination among cross-functional teams

Influence external and internal partners without direct line authority

Strong written and verbal presentation skills

Ability to plan, execute and report out on initiatives

Exemplary interpersonal skills and ability to influence at senior levels within the organization

Proactively address needs and work with colleagues at various levels of experience, across departments, and with agency representative







Bachelor’s Degree required - marketing specialization is a plus

Graduate Degree (MBA) and/ or prior brand marketing experience in CPG category is a plus


Knowledge & Experience:

Prior experience in consumer marketing and/or background in the tech industry a plus

Experience with traditional marketing touchpoints such as Retail and email campaigns a strong plus 

Demonstrated experience and understanding of CRM, business management, program development, consumer insights/research, brand strategy and communication.

Demonstrated experience in motivating people, strong communication/interpersonal skills, thinking/operating strategically, and sound decision-making.




Work Location:

Oxford, NC






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