Director - Oral Consumer Insights

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 Oral Consumer Insights in Winston-Salem, NC.
The Marketing Intelligence – Director Oral Consumer Insights provides thought leadership and analytical support related to Consumer-based data assets across key stakeholders within Marketing Intelligence, Consumer Marketing, Trade Marketing, Revenue Growth Management and Activation organizations.
Responsible for driving deep understanding of Traditional and Modern Oral consumer dynamics to support the strategic objectives of the Oral brand portfolio. Provides significant value by applying a comprehensive understanding of the nicotine industry, especially Oral, business drivers and integration of a ‘consumer-led’ focus to support corporate objectives. Participates in departmental and cross-functional teams and is sought out by others for guidance and inspiration. Consistently and appropriately challenges existing paradigms and drives for continuous improvement across the organization. Must maintain strong credibility and consistently demonstrate effective leadership, influencing and presentation skills.
Your key responsibilities will include:
Identifies and evolves planning to integrate consumer-focused insights more broadly with key stakeholders within the organization
Develops fit-for-purpose learning plans to support Traditional and Modern Oral Nicotine Categories and cross category insights aligned to corporate objectives, marketing strategies and future growth initiatives providing deep understanding of the consumer dynamics within the Oral category and the broader nicotine/tobacco landscape.
Designs, directs, and oversees primary and syndicated research and analyses and provides business-oriented insights
Establishes forum for on-going immersion of MLT (Marketing Leadership Team) and key stakeholders with consumer-centric recommendations to guide corporate objective attainment
Defines key topics for deep dive analyses to support corporate objectives, such as…
Portfolio Management and Consumer Category/Brand Migration
Segmentation, Consumer Profiles, Category Deep Dives and Cross-Category Impacts
Regulatory/Flavor bans
Shopper Journeys
FMC and Cross Category Decision Trees
Demand Moments
Category Needs/Motivations/Barriers
Concept & Marketing Communication Testing and in-Market Evaluations
Innovation Pipeline Development & Testing
New Product Launch Impacts
Develops and implements analyses and reporting activities to drive timely, fit for purpose and actionable business result