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Lead Manager Consumer Marketing - Equity - VUSE

Date: Jan 22, 2019

Location: Winston Salem, NC, US

Company: RAI

Job Title Lead Manager Equity – VUSE – 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 and revolutionary products by collaborating with visionary, principled and passionate people every day.


As a marketing-led organization, the Consumer Marketing function manages one of the top vapor brands in the industry – VUSE. As Lead Manager Equity for the VUSE brand, 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 VUSE above the line marketing initiatives to drive adult vapor consumer brand awareness and engagement. You will assist in managing and executing a multi-pronged media plan aligned with adult vapor consumer interests while leveraging strong influencing skills to drive creative through to production. You will work alongside a fully integrated team of passionate marketing professionals who are helping to shape the future of America’s vapor industry.


Your overarching responsibilities include:

  • Understanding the consumer, the category, and the brand’s high-level strategies
  • Leveraging this knowledge to lead the development and implementation of VUSE above the line marketing initiatives 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 media marketing plans with a high level of cross-functional collaboration with key stakeholders in R&D, Operations, Manufacturing, Finance, Legal, and PR
  • Execute planned marketing tactics to drive the desired experience with adult vapor consumers
  • Manage key touchpoints in the VUSE above the line marketing mix and ensure creative development aligned with brand strategy and platforms
  • Develop tactical campaign plans for owned touchpoints
  • 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 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
  • Above the line marketing experience including TV, radio, print, OOH, and/or digital touchpoints a strong plus
  • Demonstrated experience and understanding of 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:

Winston-Salem, NC


Nearest Major Market: Winston-Salem

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