Share this Job

Director Consumer Marketing - Alternative Channels

Date: May 30, 2019

Location: Winston Salem, NC, US

Company: RAI

Director Consumer Marketing - Alternative Channels


We are looking for a Director in Consumer Marketing to play a lead role in driving our Alternative channel strategy for RJ Reynold’s portfolio of next generation products. The Director of Alternative Channels is responsible for developing, managing and implementing brand marketing strategies and programs across both traditional and alternative distribution channels to accelerate our next generation product growth. The Director of Alternative Channels will work closely with the Senior Director of Retail Innovation & Alternative Channels to drive new to the organization channel strategies for the organization.  


  • Implement strategies to standup, support and integrate new to the organization near term and long term alternative channels (i.e. mobile product distribution, owned branded retail stores, text to order, pop up retail, etc.).
  • Responsibilities will include understanding channel marketing objectives, analyzing performance, developing go-to-market strategies with distribution, and implementing brand and tactical channel marketing plans.
  • Co-develop annual marketing strategy and plans, as well as channel support programs to accelerate brand growth.
  • Work closely with all aspects of the business to gather product and channel insights to then drive channel marketing recommendations that accelerate growth and brand awareness.
  • Oversee the day to day channel operations, including managing third party partners and agencies.
  • Responsible for leading the operations plans for alternative channels aligned with overall brand strategies.
  • Responsible for NGP Portfolio merchandising strategies and identifying the role of each brand within alternative channel models.
  • Oversee all Point of Sale strategy for a robust NGP portfolio within alternative channel models.
  • Responsible for price communication strategy and execution across all distribution channels.
  • Collaborate with brand team to develop and execute promotional programs to support NGP growth, including identifying new innovative ways to utilize promotions to accelerate transformation.
  • Work closely with Operations Planning to ensure supply is integrated into new channel strategy.
  • Work closely with third party partners responsible for developing and building owned branded retail stores, including site acquisition, site leasing and leasing negotiation.
  • Responsible for bringing the brand experience to life across branded retail store(s), including working with architects, agencies and brand team to develop the store experience that supports the brand identity and business objectives. 
  • Responsible for channel marketing program measurement and ROI tracking.
  • Responsible for working with brand team, creative agencies and internal cross-functional teams to develop and execute creative strategy across all retail channels (traditional and alternative).
  • Responsible for interacting and coordinating with Trade Cycle Planning, ensuring brand initiatives are supported in cycle planning process. Serve as the key liaison between brand team and trade in identifying go to market and expansion approaches, as well as timing.
  • Responsible for one or more direct reports that will align and focus on longer term alternative channel research and development.


  • Strong project management, organizational skills and cross functional network, with the ability to efficiently manage several initiatives at once.
  • Consumer centric mindset and strong desire to build brands
  • Solid retail and non-traditional channel strategy experience
  • A strong understanding of traditional distribution channels and processes
  • Strong ability to influence and lead change across a highly matrixed organization
  • Ability to lead multiple internal and external teams
  • Entrepreneurial spirit with a track record of challenging the status quo
  • Strong written and verbal presentation skills
  • Exemplary interpersonal skills and ability to influence at senior levels within the organization


  • Bachelor’s Degree required - marketing specialization is a plus
  • Graduate Degree (MBA) and/ or prior brand marketing experience


  • 5+ years of prior Brand and Retail experience required.
  • Ability to lead, coach and develop a team of direct reports aligned to Alternative Channels.
  • Exceptional business acumen, with the ability to understand commercial, operational, and financial priorities of the business and align marketing initiatives and resources with the areas of greatest impact.
  • Strong customer management and partnership building skills
  • Strong project management and networking experience that allows for optimal and efficient deliverable outcomes.
  • Extensive organizational cross-functional experience, with a keen understanding of critical business drivers and considerations.
  • Highly effective communication skills, with demonstrated ability to articulate strategic thinking and influence stakeholder understanding and buy in.

Nearest Major Market: Winston-Salem

Find similar jobs: