Sr Manager, Customer Experience Data Strategy /Database Owner

Reynolds American Inc.; Winston-Salem (NC); On-site; USD 140,000 - 170,000; Full time

Benefits offered by this job

401(k) plan

Health benefits

Tuition reimbursement

Paid time off

Life insurance

Job summary

Reynolds American in Winston-Salem, NC is seeking a Senior Manager to own the CX data strategy and governance for the consumer database ecosystem. You will drive acquisition, engagement, loyalty, and retention through data-enabled programs.

You will bridge business and technology, oversee Power BI reporting and identity management, and ensure governance and regulatory compliance across CX, Brand, Trade Marketing, and IDT.

Qualifications

• Bachelor’s degree required; degree in Business, Marketing, Information Systems, Analytics, Data Management, or related field preferred.
• 5 to 7+ years of experience in data strategy, analytics, database management, CRM, marketing technology, or related disciplines.
• Experience managing cross-functional initiatives involving business and technology stakeholders.
• Strong understanding of data governance principles and data lifecycle management.
• Experience translating business requirements into technical solutions.
• Experience with reporting and analytical tools such as Power BI, Tableau, or equivalent.
• Databricks experience preferred or transferable experience with similar technologies.

Responsibilities

• Lead business ownership of database requirements supporting connected consumer at scale, including capabilities that enable acquisition, engagement, personalization, loyalty, retention, and commercial performance.
• Establish and maintain governance frameworks for consumer data quality, consistency, usage, standards, definitions, and operating principles.
• Act as the primary CX liaison to Digital Business Services for consumer database initiatives, translating business requirements into platform priorities, roadmap inputs, and solution enhancements.
• Provide strategic oversight for database-related reporting environments, Power BI solutions, and self‑service analytics capabilities that improve decision‑making and transparency.
• Identify opportunities to improve consumer identity resolution, profile management, data accessibility, and lifecycle management across consumer engagement programs.
• Partner across CX, Brand, Trade Marketing, Compliance, Technology, and external partners to ensure consumer data capabilities are aligned to business priorities and activation needs.
• Lead integration of Trade and Customer programs into the broader consumer data ecosystem, ensuring data flows, requirements, and governance expectations are clearly defined.
• Participate in roadmap planning, prioritization discussions, solution design reviews, release planning, and evaluation of future‑state data capabilities.
• Ensure consumer data management practices support regulatory, privacy, security, and compliance requirements in a highly regulated environment.

Skills

Data strategy

Cross-functional leadership

Stakeholder management

Business requirements translation

Strategic thinking

Education

Bachelor's degree

Tools

Power BI

Tableau

Databricks

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 Sr Manager, Sr Manager, Customer Experience Data Strategy /Database Owner in Winston-Salem, NC

The Senior Manager, CX Data Strategy & Governance is responsible for defining, governing, and advancing the consumer database ecosystem that powers Reynolds American's Connected Consumer at Scale strategy. This role serves as the primary business owner for consumer database requirements, governance processes, roadmap planning, and integration across consumer engagement programs, ensuring the organization can effectively leverage consumer data to drive acquisition, engagement, retention, and commercial performance.

The position acts as the critical bridge between Consumer Experience, Brand, Trade Marketing, Information & Digital Technology (IDT), and external partners, translating business objectives into scalable data capabilities, platform enhancements, and governance standards. The role provides strategic oversight for database-related tools, Power BI reporting environments, and consumer identity management practices while ensuring alignment to regulatory, security, and operational requirements.

Success in this role requires strong strategic thinking, cross-functional leadership, data governance expertise, stakeholder management, and the ability to influence technology roadmaps that support future consumer engagement ambitions.

Your Key Responsibilities Will Include

• Lead business ownership of database requirements supporting connected consumer at scale, including capabilities that enable acquisition, engagement, personalization, loyalty, retention, and commercial performance.
• Establish and maintain governance frameworks for consumer data quality, consistency, usage, standards, definitions, and operating principles.
• Act as the primary CX liaison to Digital Business Services for consumer database initiatives, translating business requirements into platform priorities, roadmap inputs, and solution enhancements.
• Provide strategic oversight for database-related reporting environments, Power BI solutions, and self‑service analytics capabilities that improve decision‑making and transparency.
• Identify opportunities to improve consumer identity resolution, profile management, data accessibility, and lifecycle management across consumer engagement programs.
• Partner across CX, Brand, Trade Marketing, Compliance, Technology, and external partners to ensure consumer data capabilities are aligned to business priorities and activation needs.
• Lead integration of Trade and Customer programs into the broader consumer data ecosystem, ensuring data flows, requirements, and governance expectations are clearly defined.
• Participate in roadmap planning, prioritization discussions, solution design reviews, release planning, and evaluation of future‑state data capabilities.
• Ensure consumer data management practices support regulatory, privacy, security, and compliance requirements in a highly regulated environment.

What are we looking for?

• Bachelor’s degree required; degree in Business, Marketing, Information Systems, Analytics, Data Management, or related field preferred.
• 5 to 7+ years of experience in data strategy, analytics, database management, CRM, marketing technology, or related disciplines.
• Experience managing cross‑functional initiatives involving business and technology stakeholders.
• Strong understanding of data governance principles and data lifecycle management.
• Experience translating business requirements into technical solutions.
• Experience with reporting and analytical tools such as Power BI, Tableau, or equivalent.
• Databricks experience preferred or transferable experience with similar technologies.
• Strategic and collaborative leader with the ability to connect consumer data strategy, platform capabilities, governance, and activation processes to measurable business outcomes while influencing senior stakeholders across Marketing, Consumer Experience, Digital Business Services, Technology, and Analytics.
• Strong business‑to‑technology translator capable of converting complex business needs into clear technology requirements, roadmap priorities, governance frameworks, and operational execution, while effectively navigating ambiguity, competing priorities, and cross‑functional transformation initiatives.

BENEFICIAL

• Experience with customer databases, CRM platforms, loyalty programs, or consumer engagement ecosystems.
• Knowledge of identity management, consumer data integration, and customer data platforms.
• Experience operating in highly regulated industries.

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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