Senior Finance Manager, Spend Effectiveness, Planning & Deployment

The British American Tobacco Group; Winston-Salem (NC); On-site; USD 110,000 - 170,000; Full time

Benefits offered by this job

401(k) plan with company matches

Comprehensive health benefits

Tuition reimbursement

Paid time off and holidays

Job summary

Reynolds American in Winston-Salem, NC is seeking a Senior Finance Manager, Spend Effectiveness, Planning & Deployment to lead end-to-end MSE processes and drive insights that optimize marketing investments. You will partner with Marketing, Finance, and external agencies to ensure accurate modeling, timely data refreshes, and actionable recommendations.

The role requires strong Excel and data modelling skills, with experience in Power BI or MicroStrategy, and a proven ability to translate

Qualifications

• 5+ years of experience in Commercial Finance, or Commercial Planning & Insights
• Bachelor’s degree in Finance, Business Administration, Economics, or a related field
• Advanced Excel skills and strong data modelling capabilities
• Proven experience in data modelling, operational planning, MSE analysis, and insights generation
• Ability to analyze large amounts of data and translate into meaningful insights
• Experience with tools and methodologies for spend analysis and analytics; Power BI and MicroStrategy helpful
• Ability to drive executional excellence in Spend Planning and Insights generation to optimize marketing spend
• Excellent communication and collaboration skills with cross-functional teams
• Exposure to Marketing effectiveness / MMM / analytics environments
• Experience in consumer-driven or FMCG businesses
• MBA or Master’s degree is a plus

Responsibilities

• Lead End-to-End MSE oversight and input steering with cross-functional partners
• Develop understanding of MSE outputs and translate into insights for growth
• Create executive storytelling and decision-ready content for leadership
• Establish governance and action plans to embed insights into decisions

Skills

Advanced Excel

Data modelling

Power BI

MicroStrategy

Spend analysis

Communication

Education

Bachelor's degree in Finance/Business/Economics

MBA or Master’s degree (plus)

Tools

Power BI

MicroStrategy

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 Senior Finance Manager, Spend Effectiveness, Planning & Deployment in Winston-Salem, NC.

Your key responsibilities will include:

1. End-to-End MSE Oversight & Input Steering

Steer various stakeholders throughout the Marketing Spend Effectiveness (MSE) process ensuring alignment with priorities and coordination with Internal Stakeholders and external Agencies

Key expectations:

• Guide and challenge marketing inputs, assumptions, and business context to ensure relevance for modelling
• Coordinate MSE priorities with External Agencies for data, modeling and Brand, CX and Commercial Finance for insights generation and actionability
• Oversee MSE process input readiness and issue resolution (gaps, inconsistencies), with execution led by the MSE Lead Finance Manager
• Align MSE scope and timing with business planning cycles– MSE Full cycle Refreshed in Q1 & Q4 ; Monthly Data Refresh; Annual Planning Meetings Q2 & Q4

2. Model Understanding & Insight Development and Interpretation

Develop a strong understanding of Revenue growth drivers and translate how MSE model outputs into meaningful and actionable business insights, with a focus on marketing investment Strategy.

Key expectations:

• Develop strong understanding of MSE model outputs (e.g Volume Attribution, Saturation Curves, Optimization Tools) – Modelling ownership with External Agency
• Understand how key growth drivers (e.g., price, promotion, distribution, competition, Marketing Investment) impact overall volume attribution to inform revenue performance
• Use volume attribution to validate and sense-check marketing investment efficiency and effectiveness while optimizing and enhancing Revenue performance and equity of brands
• Have the ability to analyze ROI, spend frequency, Touchpoint Mix, potential Optimizations and trade-offs driven by the MSE Model outputs
• Partner with Revenue Growth (RGM), Strategy and Panning (S&P), Trade Marketing, Commercial Finance, CX and Brands to ensure alignment on Volume Attribution drivers bases on MSE Model outputs

3. Executive Storytelling & Decision Framing

Translate insights into structured, decision-ready content for senior stakeholders.

Key expectations:

• Develop and deliver executive presentations, workshops, and decision packs
• Structure insights into clear narratives:
• What is driving performance
• Where to invest / divest
• What actions are required
• Present findings to stakeholders, incorporate feedback, and refine outputs to improve decision quality
• Support scenario-based discussions to evaluate alternative investment strategies
• Ensure consistency and clarity of messaging across stakeholders

4. Governance, Alignment & Actionability

Ensure MSE insights are embedded into business decisions and execution.

Key expectations:

• Establish and run governance routines to track insights, decisions, and follow-ups
• Drive cross-functional alignment on:
• Business and Investment priorities aligned to Strategic actions
• Key trade-offs re. Marketing Investments
• Translate insights into concrete actions, including:
• Budget reallocations
• Channel and campaign optimization
• Track implementation of agreed actions and ensure follow-through across teams
• Support continuous improvement and embedding of MSE capability by feeding learnings into future cycles

What are we looking for?

• 5+years of experience Commercial Finance, or Commercial Planning & Insights
• Bachelor’s degree in Finance, Business Administration, Economics, or a related field
• Advanced Excel skills and strong data modelling capabilities
• Proven experience in data modelling, operational planning, MSE analysis, and insights generation
• Ability to analyze large amounts of data and translate into meaningful insights
• Experience with tools and methodologies for spend analysis and analytics. Proficiency in Power BI and MicroStrategy beneficial
• Ability to drive executional excellence in Spend Planning and Insights generation to optimize marketing spend
• Excellent communication and collaboration skills with the ability to work effectively with budget holders and cross-functional teams
• Exposure to Marketing effectiveness / MMM / analytics environments
• Experience in consumer-driven or FMCG businesses
• MBA or Master’s degree is a plus

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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