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Director Strategy Planning & Insights

Reynolds American Incorporated RAI
Winston Salem, North Carolina
Closing date
Sep 24, 2021

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Position Type
Dean / Department Head
Organization Type
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At the RAI companies you will have the opportunity to work on iconic brands and revolutionary products by collaborating with visionary, principled and passionate people every day. As a marketing-led organization, you will be joining a team of exceptional consumer insights/marketing leaders and work on innovative products to transform the tobacco industry and become market leader. You will work alongside a fully integrated team of passionate insights/marketing professions who are helping shape the future of America's tobacco/new categories industry. This is a fast-paced and collaborative environment with an emphasis on both insights' excellence and talent development.

The Director of SPI Insights will be a key member of the Strategy, Planning and Insights team that utilizes all data sources and research techniques to develop an in-depth understanding of the market, consumer behaviors and preferences across all key touchpoints for next generation products (NGPs) and traditional categories.

Curious by nature and driven to discover impactful insights, this role will deliver thoughtful recommendations through compelling presentations to ultimately influence business decisions and maximize business value.

In this role you will provide support and guidance in the development of high-impact data driven insights and recommendations that drive our brand strategies to win in the market. The Director is responsible for developing and communicating the cross-category dynamics and collaborating cross-functionally to ensure holistic perspectives on a dynamic, ever-changing industry. In addition, this role fosters collaboration, and a cohesive approach between the Marketing, Digital, Analytics, Innovation, Commercial and Trade/Sales teams, aligning vision and scope across commercial strategies and projects.

Development of cross-category insights plans, in line with the strategy and guidelines, to drive brand equity and product development across the multi-categories.
Data-driven decision-making: Develop and deploy leading-edge, data-driven insights for cross-categories, ensuring a joined-up and centralized approach to Insights generation that is aligned to the Strategy, Planning and Insights Marketing and Insights agenda.
Drive and deliver a consumer centric product strategy: Ensure relevant cross-category insights to drive comprehensive product strategy for delivering strategic vision and the Cycle Plan.
Support the engagement with research agency partners for the category to monitor service levels and to ensure that they are aligned to the strategic direction and objectives of the Strategy, Planning, and Insight's function
Ensure an up-to-date picture of competitive activities and performance to assess Reynolds relative position and resulting potential opportunities and threats.
Identify, review, and engage fit-for-purpose insights agencies especially in the area of new capabilities.

Essential Experience , Skills and Knowledge

10+ years consumer insights experience at a leading consumer-minded company, whether that be at a consumer package goods company, ecommerce/digital company etc.

Qualitative & Quantitative Blend - expertise in a wide range of both qualitative and quantitative research methods, including, but not limited to: Consumer Segmentation, Brand Target Identification and Positioning, Brand Health Tracking, Advertising Development and Assessment, Innovation Insights, and Omni-Channel Insights.
Familiarity with analytic research techniques and tools - digital understanding & engagement - as well as less traditional market research tools and methodologies (behavior science, social listening, etc.) is a must.
Understanding & appreciation for true human and societal understanding approaches; anthropology, ethnography, semiotics.
Ability to translate insights from disparate data sources and articulate opportunities, risks, efficiencies, and recommendations for leadership.
Team leadership & Diversity - experience building, coaching, and managing a high performing and diverse consumer insights team, including developing, adopting, and cascading insights capabilities.
Excellent storytelling skills demonstrated through strong public speaking and writing capabilities.
Must have excellent project management skills to coordinate both internal and external resource in a cross-functional organization.
Strong communication skills to influence management and senior leaders to make decisions with a consumer-led mindset.
Bachelor's degree required; Master's degree preferred
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