Head of Oral Consumer Insights & Brand Strategy

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 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.