Director - Oral Consumer Insights

The British American Tobacco Group; Winston-Salem (NC); On-site; USD 150,000 - 210,000; Full time

Benefits offered by this job

401(k) plan

Comprehensive health benefits

Tuition reimbursement

On-site health centers

Company vehicle

Job summary

Reynolds American seeks a Director Oral Consumer Insights to lead strategic consumer research across Traditional and Modern Oral nicotine categories. Based in Winston-Salem, NC, this role requires 10+ years of market research and strong cross-functional leadership.

You will drive advanced analyses, partner with Marketing Intelligence, Consumer Marketing, and Revenue Growth Management to inform brand actions and growth initiatives.

Qualifications

• Bachelor’s Degree in Market Research, Business or related field required.
• 10+ years in consumer market research and/or related field; CPG experience preferred.
• Strong collaboration skills, with ability to work cross-functionally including vendor management.
• Proficiency in data visualization, storytelling, and presenting actionable recommendations.

Responsibilities

• Identifies and evolves planning to integrate consumer-focused insights with key stakeholders.
• Develops fit-for-purpose learning plans for Traditional and Modern Oral categories.
• Designs and oversees primary and syndicated research and analyses with business-oriented insights.
• Establishes forums for immersion of MLT and stakeholders with consumer-centric recommendations.
• Defines topics for deep-dive analyses such as category migrations, segmentation, and regulatory impacts.
• Develops and implements analyses and reporting to drive actionable business results.
• Drives faster/ad-hoc data sources and easier integration via platforms.

Skills

Consumer insights

Data visualization

Leadership

Stakeholder management

Communication

Qualitative & Quantitative research

Survey design

Storytelling

Cross-functional collaboration

Education

Bachelor's degree in Market Research, Business or related field

Master's degree preferred

Tools

MicroStrategy

Tableau

Power BI

Excel

SAS

R

SPSS

Qualtrics

Job description

Reynolds American is evolving into a global multi-category business. Our purpose is to create A Better Tomorrow™ by Building a Smokeless World.

To achieve our ambition, we are looking for colleagues who are ready to join us on this journey. Tomorrow can’t wait, let’s shape it together!

REYNOLDS AMERICAN has an exciting opportunity for a Director Oral Consumer Insights in Winston-Salem, NC.

The Marketing Intelligence – Director Oral Consumer Insights provides thought leadership and analytical support related to Consumer-based data assets across key stakeholders within Marketing Intelligence, Consumer Marketing, Trade Marketing, Revenue Growth Management and Activation organizations.

Responsible for driving deep understanding of Traditional and Modern Oral consumer dynamics to support the strategic objectives of the Oral brand portfolio. Provides significant value by applying a comprehensive understanding of the nicotine industry, especially Oral, business drivers and integration of a ‘consumer-led’ focus to support corporate objectives. Participates in departmental and cross-functional teams and is sought out by others for guidance and inspiration. Consistently and appropriately challenges existing paradigms and drives for continuous improvement across the organization. Must maintain strong credibility and consistently demonstrate effective leadership, influencing and presentation skills.

Your key responsibilities will include:

• Identifies and evolves planning to integrate consumer-focused insights more broadly with key stakeholders within the organization
• Develops fit-for-purpose learning plans to support Traditional and Modern Oral Nicotine Categories and cross category insights aligned to corporate objectives, marketing strategies and future growth initiatives providing deep understanding of the consumer dynamics within the Oral category and the broader nicotine/tobacco landscape.
• Designs, directs, and oversees primary and syndicated research and analyses and provides business-oriented insights
• Establishes forum for on-going immersion of MLT (Marketing Leadership Team) and key stakeholders with consumer-centric recommendations to guide corporate objective attainment
• Defines key topics for deep dive analyses to support corporate objectives, such as…
  • Portfolio Management and Consumer Category/Brand Migration
  • Segmentation, Consumer Profiles, Category Deep Dives and Cross-Category Impacts
  • Regulatory/Flavor bans
  • Shopper Journeys
  • FMC and Cross Category Decision Trees
  • Demand Moments
  • Category Needs/Motivations/Barriers
  • Concept & Marketing Communication Testing and in-Market Evaluations
  • Innovation Pipeline Development & Testing
  • New Product Launch Impacts
• Develops and implements analyses and reporting activities to drive timely, fit for purpose and actionable business results
• Identifies new sources or ways to optimize consumer data sources
  • faster/more agile ad hoc
  • easier integration via platforms and/or on-site vendor support
• Drives a culture of collaboration, innovation and positive influence on decision making process
• This role will be based on-site in Winston-Salem, NC and requires periodic business travel

What are we looking for?

• Bachelor’s Degree in Market Research, Business or related field required
• 10+ years in consumer market research and/or related field. CPG experience preferred.
• Ability to understand broader business issues and seek resolution
• Ability to manage, leverage and analyze data sources, interpret meaningful trends and draw conclusions to deliver actionable business recommendations.
• Ability to identify business opportunities in Sales and Marketing performance factors to influence execution.
• Ability to manage and deliver to client needs
• Strong collaboration skills, with ability to work with a broad range of disciplines and cross-functionally; including vendor management.
• Strong verbal/written communication, data visualization and presentations skills with storytelling capabilities with action-oriented recommendations
• Qualitative & Quantitative Consumer Survey methodologies and analytics including Segmentation, Package Testing, Concept Evaluation, etc.
• Experienced in Survey Design, Sampling, Weighting/Balancing, moderator guide development
• Proficiency in commercial retail sales data platforms and Microsoft Office applications, including Excel, PowerPoint, and Word.
• Very strong technical skills that include proficiency in math and statistics

BENEFICIAL

• Masters Degree in Market Research, Business or related field preferred
• Proficiency in systems such as Microstrategy,Tableau Infotools Harmoni, Power BI
• Proficiency with statistical software, including SPSS, SAS, and/or R.
• Experience with Survey programming (Qualtrics)

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.

BELONGING, ACHIEVING, TOGETHER

Collaboration and teamwork underpin everything we do here at Reynolds American. We know that collaborating with colleagues is what makes us stronger and best prepared to meet our business goals.

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

• Your journey with us is not limited by boundaries; it is propelled by your aspirations. Join us at Reynolds American and become a part of an environment that thrives on internal advancement, where your career progression is not just a statement – it is a reality, we are eager to build together. Seize the opportunity and own your development; your next chapter starts here.
• You will have access to online learning platforms and personalized growth programs to nurture your leadership skills.
• We prioritize continuous improvement within a transformative environment, preparing for ongoing changes.

Our organization offers a level of challenge, responsibility, and creativity for motivated employees who want to grow their careers.We are also committed to 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 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 status protected by law. Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly via email at [e-mail].

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