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Digital Strategist

Date: Aug 3, 2019

Location: Winston Salem, 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.




We’re seeking a strategic, digitally-savvy individual to join our Consumer Marketing team as Lead Manager, Digital Strategist.  In this high-touch role, you’ll collaborate with Brand Marketing to shape the direct-to-consumer (D2C) marketing strategy and create connected, cross-channel consumer journeys 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 Lead 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 and marketing communication breakthroughs to enhance communication effectiveness and drive engagement results.


In addition, as a member of the core Experience Planning and Insights team, you’ll 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.






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






  • Minimum BS in business related field, or relevant experience


Required Skills and Experience:


  • 5 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 campaigns and direct marketing initiatives
  • Strong project management skills with proven experience managing end-to-end projects including managing budget, timelines/milestones, multiple partners and deliverables
  • Ability to balance projects and manage time efficiently while maintaining acute attention to detail
  • Able to work enthusiastically both independently and collaboratively in a fast-paced environment
  • Solid analytical skills with the ability to derive and act on insights that can be applied 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 standards

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.


Nearest Major Market: Winston-Salem

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