Share this Job

Sr. Manager, Consumer Marketing - Digital Strategist

Date: Mar 15, 2019

Location: Winston Salem, NC, US

Company: RAI





Job Title        Sr. Manager, Digital Strategist




We’re seeking a strategic, digitally-savvy individual to join our Consumer Marketing team as Senior 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 Senior 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.
  • Lead the planning, hands-on 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.
  • Drive the development of self and mentoring of others, embracing the expectation of individual development to improve competencies and advance departmental and functional objectives.
  • Incorporate predictive models and scoring rubrics to hone segment targeting and improve campaign ROI.
  • 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 (email, web, mobile) campaigns and direct marketing initiatives
  • Outstanding project management skills with proven experience managing end-to-end projects including managing budget, timelines/milestones, multiple partners and deliverables
  • Demonstrated ability to manage simultaneous projects 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 campaigns 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


Number of Direct/Indirect Reports:

0 to 1

Job Title This Position Reports to:

Director – Consumer Marketing D2C Experience Planning


Nearest Major Market: Winston-Salem

Find similar jobs: