Lead Manager Personalization

Reynolds American is evolving at a pace like no other organization.

To achieve the ambition we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be the change!

WE ARE LOOKING FOR A Lead Manager Personalization

SENIORITY LEVEL: Junior Level

FUNCTION: Marketing - Consumer Experience

LOCATION: Winston-Salem, NC

ROLE POSITIONING AND OBJECTIVES

This role will be responsible for managing the personalization and performance of Reynolds Brands’ 1-to-1 consumer marketing journeys across multiple digital touchpoints. You will coordinate with analytics teams to ensure consistent tracking & reporting of Journey KPIs, and be responsible for sharing out learnings & best practices as well as driving recommendations among the CRM and Operations teams. Additionally, you will work through other teams to execute A/B test plans within our digital touchpoints to drive continuous optimization of messaging, channels, and calls-to-action, and to test personalization hypotheses. This role requires an innovative mindset and subject matter expertise in the Company’s digital & consumer strategy, programs, and processes. Familiarity with digital marketing analytics is key to own & manage the performance of CRM projects & journeys.

Reports to

Director, Consumer Database

Number of Direct Reports

0

Core Relationships

Internal – Planning & Brand Activation, Digital Marketing Operations, Consumer Analytics, Brand Marketing

External – Agencies & 3rd Party Service Providers

Geographic Scope

DRBU

Travel Required

<10%

WHAT YOU WILL BE ACCOUNTABLE FOR

• Key Business SME owning the Performance Management of Reynolds’ consumer journeys across outbound communication touchpoints

• Coordinate with analytics leads to deliver journey performance metrics & KPIs to CRM lead & other stakeholders within Consumer Experience

• Support regular needs analysis & audits from CRM Lead on outbound campaigns across brands & channels

• Plan, and coordinate with relevant teams to execute, hypothesis tests to continuously improve brand engagement across journeys

• Create and maintain a full-lifecycle journey map detailing all areas of automated personalization

• Ensure key stakeholders, including planning teams, are fully aware of all journeys currently in-market at any given time, as well as the strategic purpose and audience criteria / business rules for each

• Identify and fortify connective synergies across all channels and touchpoints to sustain engagement and build our brands with consumers

• Promote strong teamwork and collaboration with internal/external stakeholders

WHAT SUCCESS IN THIS ROLE LOOKS LIKE

• High level of awareness across consumer experience and brand marketing teams on the presence, status, and performance of 1:1 consumer journeys across the brand portfolio

• Unmet journey needs / opportunities are being identified and scoped / prioritized

• Personalization opportunities; Real-time triggered messaging; Strategic use cases

• Journey performance is continuously improving due to regular A/B testing

• Positive & collaborative working relationship with Campaign Operations and Analytics teams

• Engagement value & personalization of journeys are balanced against their scale & resources required

• Journeys are seamlessly integrated into major strategic initiatives, programs and campaigns

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE

• Bachelor’s degree required

• 3+ years marketing experience in fast moving consumer goods and/or regulated industries

• Hands-on experience in the planning, execution and results measurement of multi-channel 1-to-1 marketing campaigns and digital consumer journeys

• Exposure or experience in consumer journey mapping & orchestration

• Working knowledge/familiarity with digital / CRM marketing analytics & performance measurement, digital marketing KPIs, and 1-to-1 marketing channels & usage (Email, SMS, Direct Mail, Websites)

• Knowledgeable of database marketing standards & campaign performance measurement

• Proactively seeks out opportunities to leverage consumer data to create value

• Collaborates with a wide range of internal/external stakeholders within digital marketing team to build mutually beneficial solutions

• Able to coordinate and manage 3rd party resources to ensure results delivery & strengthen partnership

• Effectively manages concurrent project workloads, timelines, and administrative responsibilities

• Excels in an independent, fast-paced team environment and takes accountability for all deliverables

• Strives to make others better & makes the complex simple to elevate awareness & understanding of CRM and journey strategy

WE ARE REYNOLDS AMERICAN—A member of the BRITISH AMERICAN TOBACCO GROUP

At Reynolds American, we are committed to our Purpose of creating A Better Tomorrow. This is what drives our people and our passion for innovation. See what is possible for you at REYNOLDS AMERICAN.

• Global Top Employer with 53,000 British American Tobacco employees across more than 180 markets

• Great Place to Work Certified

• Brands sold in over 200 markets, made in 44 factories in 42 countries

• Newly established Tech Hubs building world-class capabilities for innovation in four strategic locations

• Diversity leader in the Financial Times and International Women’s Day Best Practice winner

• Seal Award winner – one of 50 most sustainable companies

BELONGING, ACHIEVING, TOGETHER

Have you been on a career break for 18 months or longer? Are you ready to return to your career? If your answers to these questions is yes, we would love to hear from you. Regardless of why you took a break, we value you for all the skills you can bring to the workforce. Reignite your career, work flexibly, be part of a dynamic team and upskill yourself with on-the-job training and development support.

Collaboration, diversity and teamwork underpin everything we do here at Reynolds American. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals. Come bring your difference!

SALARY AND BENEFITS OVERVIEW

Benefit Information

The following is a general summary of the competitive compensation and benefit plans we offer:

• 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

• Company contributes an additional three percent to 401(k) whether employee participates or not

• Comprehensive health- and welfare-benefits package (including medical, dental, vision, and prescription drugs)

• Health Savings Account start-up contribution for employees who elect the high deductible health plan

• Flexible spending accounts for both Health Care and Dependent Care allowing employee to use pre-tax dollars to pay for qualified expenses during the calendar year

• Employee assistance program offering 8 free counselling sessions, per issue, each calendar year for employees and their dependents

• Company paid life insurance of 1x annual base pay ($50,000 minimum)

• Company paid accidental death or dismemberment insurance of 2x annual base pay ($50,000 minimum)

• Voluntary insurances offered at group rates: employee and dependent life insurance, AD&D insurance, critical illness, accident coverage, disability buy-up, and auto & home insurance

• Tuition reimbursement and student loan support

• Dependent Scholarship Programs

• Free confidential personal financial counselling service

• On-site health centers and 24/7 fitness centers at certain company locations

• A charitable giving matching grants program that enables employees to direct and double their donations to qualifying charitable organizations of their choice

• Health-care concierge service

• Volunteer service opportunities

• Extensive training opportunities

• Company vehicle for eligible employees

• Mobile phone allowance for eligible employees

• Paid Leave:

• Sick and Personal Time (exempt employees may be excused with pay for brief absences; non-exempt employees receive up to 6 days)

• Vacation (levels Below Senior Director receive 15 days (pro-rated during first year of service); Senior Director and Officers receive 25 days (pro-rated during first year of service)).

• Holidays (Nine company recognized and two annual personal holidays to be used at the employee’s discretion)

• Paid Parental Leave + temporary reduced work schedule opportunity

• Funeral Leave

• Short-Term Disability Leave

• Long-Term Disability Leave

• Jury Duty Leave

• Military Leave

• Released Time for Children’s Education

• Community Outreach Leave

• Other paid leave benefits, as required by state or local law

Our organization offers a level of challenge, responsibility, and creativity for motivated employees who want to grow their careers. We are also committed to employing a diverse workforce and valuing different perspectives, experiences, and talents to improve the company's potential for optimally achieving its business objectives!

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 age, race, color, religion, sex, sexual orientation, gender identity, national origin, protected veteran status, disability status, or any other characteristic protected by applicable law. Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly via email at TalentAcquisition@RJRT.com.