Director Consumer Activation(Beyond Nic)

Reynolds American is evolving at pace - truly like no other organization.

To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey!

WE ARE LOOKING FOR A Director Consumer Activation

FUNCTION: Beyond Nicotine

LOCATION: Dallas, TX

ROLE POSITIONING AND OBJECTIVES

Reports to

Country Manager of USA

Number of Direct Reports

3 Direct reports

Core Relationships

Internal -Trade, Operations, IPA

External - Vendor, Agency, Suppliers, Talent Agencies

Geographic Scope 

Local

Travel Required

35% Travel or as needed

Brand Activation leads the way for the growth and success of the iconic brands and revolutionary products of our operating companies by envisioning and implementing innovative and principled marketing strategies. In Brand Activation & Sponsorship, bringing our brands to life is the most important manifestation of our vision.  Successful candidates must have a strong drive and desire to grow brand equity for the future. Working in Activation is ideal for strategic thinkers who are driven by challenging the status-quo ,who build relationships and who can influence others in a complex, diverse environment. RYDE believes that ongoing development opportunities are important to help our people and our companies achieve their goals.  Brand Activation & Sponsorship offers external development, including advanced degree education programs, design conferences, external classes, and seminars.  There are numerous internal learning activities available, including leadership development courses, rotational assignments, cross-functional projects, and mentorship from experienced professionals to support and guide you in achieving your career aspirations. 

If you work well in a fast-paced, dynamic team environment and you want to positively drive change, then Consumer Activation function is a great place to build your career.

WHAT YOU WILL BE ACCOUNTABLE FOR

Overarching responsibilities:

• Understand the consumer, the category, and the brands' strategies
• Ability to connect a marketing ecosystem in each channel (tone, approach, look and feel)
• Develop strong, strategic partnerships through the sponsorship arm of the business
• Significant collaboration with cross functional teams, agencies, and companies.

PRINCIPAL DUTIES AND RESPONSIBILITIES

 Overarching responsibilities:

• Understand the consumer, the category, and the brands' strategies
• Ability to connect a marketing ecosystem in each channel (tone, approach, look and feel)
• Develop strong, strategic partnerships through the sponsorship arm of the business
• Significant collaboration with cross functional teams, agencies, and companies.

Principal duties and responsibilities:

• Develop strong sponsorship programs to help build community around the RYDE brand.
• Provide and develop a go to market strategy for in person activation - sampling, events, festivals
• Experience in Social Media Activation and deployment
• Experience in developing a strong strategy surrounding creators and influencers online
• Responsible for the creation and evolution of merchandising & presence pieces across all channels, including traditional retail and specialized channels; must leverage strong internal/external customer relationship management skills, and be able to navigate a fast-paced and ambiguous environment.
• Responsible for development of the strategic intent of net-new capabilities to amplify presence, and enhance consumer experience within traditional retail, specialized channels, and digital content integration.
• Responsible for management of merchandising & presence budget, in collaboration with the Director of Consumer Activation
• Responsible for merchandising material new item set-up and requisitioning, monitoring merchandising vendor reporting, and monitoring in-bound & out-bound warehouse activity.
• Responsible for the replenishment of on-going merchandising & presence pieces across all channels.
• Responsible for clearly delivering strong & bold communication of strategic merchandising/presence guidelines within the Activation & Trade Marketing organization, and briefs to external third-party agencies.
• Responsible for coordinating merchandising/presence pieces for development, deployment and use at trade association & trade events.
• Responsible for coordinating manufacturing and deployment of merchandising & presence pieces to support Activation & Trade Marketing field visits, and/or supplier visits.
• Responsible for understanding existing and emerging manufacturing technologies, materials, and production processes to improve economies of scale, and speed to market.

Responsible for understanding current and future regulatory and legislative guidelines

SKILLS AND BEHAVIORS

• Passion for brand building and experiential marketing
• Enthusiasm for understanding consumer needs, connecting consumers to brands, and influencing consumer behavior
• Commercial acumen
• Innate curiosity with an innovative mindset and creative thinking process
• Results-driven and self-starter who can work well both independently and as part of a team
• Manages large & complex projects / processes with limited manager oversight
• Builds strong relationships with, collaborates with, and influences external and internal partners without direct line authority
• Plans, executes, and reports out on programs / initiatives, tracking, and deliverables thru a commercial and experiential (brand building) lens
• Independently interprets both internal & external issues to create solutions / best practices
• Proactively addresses opportunities to work with colleagues, across departments, and with agency representatives  

EDUCATION REQUIREMENTS AND BENEFITS

Education:

• Bachelor's Degree required - marketing specialization is a plus
• Graduate Degree (MBA) and / or prior brand marketing experience in CPG category is a plus

Knowledge & Experience:

• 3-5 years working in a related field, preferably event/experience marketing
• Strong analytical capabilities with demonstrated track record of data-driven decision making
• Demonstrated experience in concepting and developing experiential brand programming is a strong plus
• Demonstrated experience integrating physical and digital / interactive experiences is a strong plus
• Demonstrated knowledge of digital marketing tactics including social media, interactive, personalization, mobile / digital, and / or AR and VR marketing is a plus
• Demonstrated experience working with creative or experiential agencies is a plus.
• Demonstrated experience and understanding of project management, program development, consumer and trade insights / research, brand strategy and communication
• Demonstrated experience in motivating people, strong communication / interpersonal skills, and thinking / operating strategically
• Specialized depth and / or breadth of expertise in marketing roles
• Excellent project management and time management skills

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.

• Global Top Employer with 53,000 British American Tobacco employees across more than 180 markets
• Reynolds American certified as Great Place to Work
• Brands sold in over 200 markets, made in 44 factories in 42 countries
• Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
• Diversity leader in the Financial Times and International Women's Day Best Practice winner
• Seal Award winner - one of 50 most sustainable companies

BELONGING, ACHIEVING, TOGETHER

Have you been on a career break for 18 months or longer? Are you ready to return to your career? If your answers to these questions is yes, we would love to hear from you. Regardless of why you took a break, we value you for all the skills you can bring to the workforce. Reignite your career, work flexibly, be part of a dynamic team and upskill yourself with on-the-job training and development support.

Collaboration, diversity and teamwork underpin everything we do here at Reynolds American. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals. Come bring your difference!