Lead Manager Shopper Insights

Reynolds American Inc.; Winston-Salem (NC); On-site; USD 90,000 - 130,000; Full time

Benefits offered by this job

401(k) plan with company match

Health, dental, vision benefits

Health Savings Account (HSA)

Flexible spending accounts (FSA)

Life insurance

Paid parental leave

Tuition reimbursement

Job summary

Reynolds American Inc. is seeking a Lead Manager Shopper Insights in Winston-Salem to lead analyses that shape category strategies and retailer-facing recommendations.

You will convert data into clear insights and practical implications, partnering with Category Leadership, Marketing Intelligence, and Sales to drive commercial growth. Ideal candidates have 3+ years in shopper/consumer analytics, expertise with syndicated data and data visualization tools, and a track record of presenting

Qualifications

• 3+ years of experience in Shopper or Consumer Insights, Category Analytics, Market Research, Trade Marketing, Commercial Analytics, or related fields.
• Experience with syndicated retail data, shopper data, retailer data, or loyalty data.
• Strong ability to translate data into practical recommendations and clear insight stories.

Responsibilities

• Execute shopper, retailer, channel, and market analyses to identify growth opportunities and support retailer-facing recommendations.
• Develop insight summaries, opportunity assessments, and presentation materials translating data into business implications.
• Collaborate with Marketing Intelligence, data providers, and research partners on research design and analysis workstreams.

Skills

Analytical thinking

Communication

Cross-functional collaboration

Problem solving

Attention to detail

Education

Bachelor's degree in business, Marketing, Analytics, Economics, Marketing Research, or related field

Tools

MicroStrategy

SQL

PowerBI

Excel

MS PowerPoint

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 Lead Manager Shopper Insights in Winston-Salem

The Manager of Shopper Insights is responsible for executing consumer, shopper, retailer, and market analysis that supports Category Management strategies and retailer-facing recommendations. This role converts data and research outcomes into clear insights, practical implications, and materials that strengthen category reviews, planning discussions, and commercial growth opportunity identification.

This role partners closely with Category Leadership, Marketing Intelligence, Strategic Accounts, Field Sales, Marketing Activation, Trade Marketing Development, and Finance to support evidence-based recommendations and ensure insights are clear, credible, and action-oriented.

Your Key Responsibilities Will Include

• Execute shopper, retailer, channel, and market analyses that identify category growth opportunities and support retailer-facing recommendations.
• Develop clear insight summaries, opportunity assessments, and presentation materials that translate data and research outcomes into practical business implications.
• Support shopper research design and execution, data synthesis, and analysis workstreams in partnership with Marketing Intelligence, data providers, and research partners.
• Analyze shopper behavior, category performance, retailer dynamics, and competitive activity to support retail category strategies and planning.
• Prepare recurring and ad hoc reports, scorecards, and insight materials that help stakeholders understand performance trends, risks, and opportunities.
• Support opportunity sizing and prioritization by organizing facts, documenting assumptions, and connecting insights to commercial actions.
• Partner with Category Leadership and Strategic Accounts to ensure insights are retailer-ready, easy to understand, and aligned to business priorities.
• Maintain strong data discipline, source documentation, and quality control across assigned insight and analysis deliverables.

What are we looking for?

• 3+ years of experience in Shopper or Consumer Insights, Category Analytics, Market Research, Trade Marketing, Commercial Analytics, or Commercial Strategy or Planning.
• Experience working with syndicated retail data, shopper research, retailer data, consumer panel data, loyalty card data, or market performance reporting.
• Strong analytical and problem-solving skills with the ability to translate data into clear, practical recommendations.
• Strong written and verbal communication skills, including the ability to build clear presentations and insight stories.
• High attention to detail with the ability to manage multiple priorities and deliver accurate work in a fast-paced environment.
• Ability to collaborate effectively with cross-functional stakeholders and external research or data partners.
• Advanced skills in MS PowerPoint and Excel.
• Bachelor’s degree in business, Marketing, Analytics, Economics, Marketing Research, or related field, or equivalent work experience.

BENEFICIAL

• Working Experience CPG, retail, convenience, tobacco/nicotine, or regulated consumer categories.
• Experience in Data Circana/IRI, Numerator, Commercial Sales, retail panel, and loyalty card
• Experience in Solutions MicroStrategy, SQL, and PowerBI

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

• 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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