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Senior Manager Consumer Marketing - Consumer Engagement

Date: Mar 16, 2019

Location: Winston Salem, NC, US

Company: RAI





Job Title        Senior Manager – Consumer Engagement                   




Consumer Marketing leads the way for the growth and success of the iconic brands and revolutionary products of our operating companies by envisioning and implementing innovative and principled marketing strategies. In Consumer Marketing, branding is the most important manifestation of our vision and the successful candidate should have a strong drive and desire to grow brand equity for the future.


Working in Consumer Marketing is ideal for strategic thinkers who are driven by challenging the status-quo, who build relationships and who can influence others in a complex, diverse environment.


RAI believes that ongoing development opportunities are important to help our people and our companies achieve their goals.  Consumer Marketing offers external development, including advanced degree education programs, design conferences, external classes, and seminars.  There are numerous internal learning activities available, including leadership development courses, rotational assignments, cross-functional projects, and mentorship from experienced professionals to support and guide you in achieving your career aspirations. 


If you work well in a fast-paced, dynamic team environment and you want to positively drive change, then Consumer Marketing is a great place to build your career.





Consumer Engagement (CE) is an operating function within our Consumer Marketing Department. CE is a strategically important capability within our marketing mix – the only touch point that truly delivers a face-to-face brand experience with our Adult Tobacco Consumers (ATC) and connects with them in their environment.  The CE function is accountable for developing programs that educate and excite ATCs on our broad tobacco portfolio – bringing the brands to life across a variety of marketing channels and driving trial of our products. This position provides strategic, analytical and executional support as it relates to maximizing the execution of our consumer engagement asset. Within the Consumer Marketing department, you may have the opportunity to work on any of the RAI portfolio of products, spanning traditional combustible products, to smokeless products, to transformative vapor products.




(Essential Functions)



Overarching responsibilities:

  • Understand the consumer, the category, and the brands’ high level strategies
  • Leverage this knowledge to assist with the development and implementation of the CE tactical plans
  • Significant collaboration with cross departmental stakeholders


    Principal duties and responsibilities:

  • Collaborate with brand and agency partners to determine CE objectives, strategies aligned to brand plans
  • Develop tactical CE plans, including metrics and key performance indicators
  • Lead the execution of CE plans, in support of goals and within brand and CE guidelines
  • Facilitate the internal reviews and approvals of creative assets and training materials to support CE activities
  • Manage the collection, synthesis and analysis of performance tracking data and key performance indicators
  • Provide insights and recommendations based on learning and collaboration with key business partners to drive greater business impact
  • Develop and actively manage budgets for CE activities
  • 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 representatives






  • 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:

  • 5 plus years working in a related field
  • Demonstrated experience and understanding of business management, program development, trade and consumer insights/research, brand strategy and communication
  • Working knowledge of digital marketing tactics including email marketing, personalization, mobile marketing, SMS a strong plus
  • Strong analytical capabilities
  • Excellent project management skills
  • Demonstrated experience in motivating people, strong communication/interpersonal skills, thinking/operating strategically, sound decision-making, and an appreciation of functions other than Marketing




Benefits Summary:

  • Competitive annual salary
  • Generous targeted annual bonus
  • 401(k) plan with 100% company match up to 6% of annual salary
  • Comprehensive health and welfare benefits package
  • Eleven paid company holidays
  • Generous paid vacation plan based on length of service
  • Company-paid sick and personal days, funeral and jury duty leave
  • Education initiative plans








Nearest Major Market: Winston-Salem

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