Director Vapor Brand Development

Reynolds American Inc.; Winston-Salem (NC); On-site; USD 150,000 - 230,000; Full time

Benefits offered by this job

401(k) plan matching

Comprehensive health benefits (medical

Health Savings Account (HSA)

Tuition reimbursement

Paid time off

Employee assistance program

Job summary

Reynolds American Inc. is seeking a Director Vapor Brand Development in Winston-Salem to lead brand strategy and equity initiatives across the Vapor category.

You will shape long-term brand architecture, guide campaigns, and ensure consistent identity across touchpoints while collaborating with Insights, Centers of Excellence, and external agencies. You will champion data-driven decisions, elevate strategic thinking, and build a high-performing team, balancing portfolio needs with innovative

Qualifications

• Bachelor's degree required; business, marketing or related field is a plus.
• 7+ years of progressive marketing experience in brand management, brand strategy, insights or innovation.
• Proven success defining or evolving brand positioning and portfolio strategy from an equity lens.
• Exceptional ability to translate insights into actionable brand direction.
• Strong analytical skills using qualitative/quantitative evidence to guide decisions.
• Excellent cross-functional leadership and executive communication, with stakeholder alignment through ambiguity.
• Adept at managing creative and strategy agencies with clear briefs and feedback.
• Strong track record of leading and developing teams and elevating strategic thinking.

Responsibilities

• Define and support long-term brand strategy, including positioning and equity priorities.
• Develop and govern brand architecture to strengthen the master brand.
• Lead evolution of brand identity across consumer touchpoints.
• Establish strategic foundations for communications, campaigns and experiences.
• Drive brand equity and research agenda with Insights & Foresights.
• Serve as brand equity authority influencing portfolio, innovation and consumer experience.
• Provide leadership to agencies and cross-functional teams from opportunity to execution.
• Build and coach a high-performing team with disciplined budget management.

Skills

Brand management

Brand strategy

Insights & innovation

Cross-functional leadership

Executive communication

Agency management

Team leadership

Education

Bachelor's Degree in Marketing or related field

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 Vapor Brand Development in Winston Salem

We are seeking a strategic, consumer-centered Marketing Director to lead the brand development arm of the Vapor Category Equity team. This role is responsible for shaping the brand’s long-term equity, positioning and strategic direction by establishing the foundations that guide portfolio decisions, proposition development, communication strategy, consumer experience and future growth. This role requires a seasoned equity leader with a proven ability to build and grow brands for impact in fast paced, challenging and dynamic environments. The Director translates consumer, cultural, competitive, and commercial insights into clear strategic choices, a coherent brand system, and the frameworks that guide activation. The ideal candidate creates clarity in ambiguity, elevates the quality of strategic and creative output, and strengthens long-term brand equity while enabling purposeful brand evolution.

Your Key Responsibilities Will Include

• Define and support the long-term brand strategy, including brand positioning, value propositions, equity priorities, and the overall direction for brand growth and evolution.
• Develop and govern the brand architecture, ensuring products, propositions, and future offerings strengthen the master brand while creating distinct consumer value and supporting portfolio-level decision-making.
• Lead the evolution of brand identity and distinctive assets, ensuring consistent, recognizable, and relevant execution across all consumer touchpoints in alignment with established frameworks.
• Establish the strategic foundation for communications, campaigns, promotions, and consumer experiences, translating business and consumer opportunities into compelling narratives, briefs, creative direction, engagement platforms, and activation principles.
• Drive the brand equity and research agenda in partnership with Insights & Foresights, leveraging consumer, cultural, commercial, and performance insights to identify growth opportunities and inform strategic decisions.
• Serve as the brand equity authority across the organization, influencing portfolio, innovation, commercial, and consumer experience decisions to ensure strategic alignment, cross-category synergy, and long‑term brand value creation.
• Provide leadership to agency partners and cross‑functional teams, guiding initiatives from opportunity identification through development and execution to deliver high‑quality strategic and creative outcomes.
• Build, coach, and lead a high‑performing team while ensuring disciplined budget management, fostering strategic capability, sound judgment, organizational influence, and effective allocation of resources for brand development initiatives.

What are we looking for?

• Bachelor’s Degree required; business, marketing or related field is a plus
• 7+ years of progressive marketing - brand management, brand strategy, insights and/or innovation experience
• Demonstrated success defining or evolving brand positioning, portfolio strategy from an equity lens, visual and verbal identity and integrated campaign strategy
• Exceptional ability to simplify complex inputs, frame clear choices and translate insights into actionable brand direction
• Strong analytical skills, with experience using qualitative and quantitative evidence to guide decisions, measure brand progress and communicate brand strategic narratives
• Excellent cross functional leadership, executive communication and influence skills, including senior stakeholder alignment through ambiguity
• Adept at managing creative and strategy agencies, giving sound master briefs and clear feedback
• Strong track record of leading and developing teams and elevating strategic thinking, judgment and leadership capability.

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.

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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