Director Brand Marketing - Velo

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!

SENIORITY LEVEL: Senior Level

FUNCTION: Marketing

LOCATION: Winston Salem, NC

ROLE POSITIONING AND OBJECTIVES

Reports to: Senior Director – Modern Oral Brand Marketing

Number of Direct Reports: 4

Core Relationships:Internal – Global Velo Brand, LEX, S&RD, Commercial & Performance Teams, Product Development, Finance, Insights & Foresights, Trade, Consumer Experience Team                          External - Creative Agencies, Research Vendors and Activation Agencies

Geographic Scope: Regional

Travel Required: Up to 25%

WHAT YOU WILL BE ACCOUNTABLE FOR

• Lead the Velo/ brand and marketing strategy to win our Adult Nicotine Consumers’ hearts & make Velo the brand of choice:
• Define the brand strategy and creative identity aligned with the consumer growth agenda
• Responsible to for the overall brand health and consumer metrics (CDF, equity, database etc)
• Lead the development of the creative & campaign strategy across the connected consumer journey (key touchpoints/ formats)
• Develop and implement the annual cycle plan- collaborating with key functions & creative agency
• Explore new innovations/ touchpoints/ formats to elevate creative impact, or boost
• Collaborate with Global teams to integrate, kick off or implement new global toolkits/ brand initiatives.
• Strategic Project Management (brief, develop, deploy, track etc) and collaboration with external partners (innovation agencies, creative agencies, activation agencies) to deliver the required plan
• Partner with I&F team (US & Global) to deliver an insights-backed plan
• Understand our consumers- key insights, trends, psychographic/ cultural context, segmentation, competitive landscape
• Right size market opportunities (market sizing, opportunity mapping, growth/ gap management)
• Identify consumer learning gaps and research plans to generate consumer insights that feed into the brand, marketing & touchpoint development process
• Maximise investments and leverage commercial acumen:
• Own the Brand Budget and drive purposeful investment pillars with clear KPIs
• Partner with key cross functional partners to drive Marketing Spend Effectiveness and Media Mix management
• Drive growth marketing- ensuring all investment levers are dynamic and optimized to yield intended results with the right plans, interventions and contingencies
• Collaborate with marketing finance to develop business cases for new/ strategic investments and ensure accountable performance tracking and PIRs are met
• Work closely with legal and regulatory teams to deliver all required elements, and meet our Responsible Marketing Standards/ Framework in all marketing initiatives
• Play an active role in leading the Velo team (currently 4- Senior Managers & Lead Managers)- with a focus on development, culture enhancing and capability building initiatives. Create a trusting relationship, setting clear expectations and providing regular feedback and coaching.
• Foster a culture of innovation, collaboration and driving accountability as brand lead across key stakeholders & multiple functions- internally and externally.
• Help G37 Manager succeed by supporting areas such as cross functional collaboration, global team alignment, leadership team meetings and other governance meetings narrative prep as well as creating a cohesive and positive innovation team culture.

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE

• 10+ years working in related fields such as Brand Marketing, Innovation, Growth Marketing and Consumer Experience.
• Demonstrated track record of successful, innovative problem solving and leadership that resulted in market share gains and/or business improvement.
• Proven ability to build strong relationships and lead and motivate a cross-functional team to achieve superior performance.
• Proven ability to analyze data to synthesize information into business & brand storytelling to influence the sell-in of strategic initiatives and/or projects.
• Highly effective communication skills, with demonstrated ability to articulate strategic thinking and influence stakeholder understanding and buy in.
• Ability to evaluate the consumer journey and experience across multiple channels and touchpoints.
• Exceptional business acumen, with the ability to understand commercial, operational, and financial priorities of the business and align initiatives and resources to the areas of greatest impact.
• Bachelor’s Degree Required – marketing and brand/ product development specialization is a plus.

BENEFICIAL

• Cross-functional experience with a keen understanding of critical business drivers and considerations
• Experience working and leveraging growth marketing, working with partnership brands and consumer insights is a strong plus
• Graduate Degree (MBA) and/or prior brand marketing experience a plus
• Experience / Exposure to CPG category is a plus
• Experience working in a regulated industry

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. 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 status protected by law. Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly via email atTalentAcquisition@RJRT.com.