Lead Manager Consumer Activation Analytics

About the Position

Lead Manager Consumer Activation Analytics

Winston-Salem, North Carolina

REYNOLDS AMERICAN has an exciting opportunity for a Lead Manager Consumer Activation Analytics in Winston-Salem, NC

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!

The Lead Manager, CX Activation Analytics is responsible for supporting analytics and measurement for In‑Person Activation (IPA) consumer engagements and experiential activation efforts within the Consumer Experience (CX) team.

This role will own the performance measurement and narratives/executive readouts that provide the analytic insights to clearly understand the impact and effectiveness of in-person consumer experiences.

This position partners closely with CX, brand teams, digital business services, and analytics resources, and will provide additional analytics support for digital engagement and our Marketing Spend Effectiveness (MSE) effort as needed.

Success in this role will benefit from strong storytelling with data, comfort operating in ambiguity, excellent cross-functional collaboration, and the ability to balance standardized performance measurement with quick turn ad-hoc business needs.

Responsibilities

• Own and evolve the end-to-end measurement framework for in-person activation (IPA) experiential programs, ensuring consistency, quality, and scalability across field-based activations and experiences.
• Define and maintain performance standards, KPIs, benchmarks, and success definitions across in-person experiential channels and formats.
• Act as the subject-matter expert on experiential measurement best practices and governance.
• Partner with CX IPA team, MSE, and agency analytics teams to ensure alignment on methodology, data sources, and reporting cadence.
• Develop executive-ready performance narratives, one-pagers, and readouts translating in-person activation results into clear business implications.
• Elevate insights beyond reporting to concise “what happened / why it matters / what to do next” storytelling.
• Support senior leadership reviews, business updates, and planning conversations with high-confidence activation analytics.
• Serve as primary analytics support for IPA ad hoc requests, including performance deep-dives, opportunity sizing, test-and-learn analysis, and ROI.
• Digital Engagement Analytics: Support measurement and insights around digital engagement touchpoints, particularly where there may be an intersect with in-person activations.

Requirements

• Balance speed, rigor, and practicality to deliver insights that inform decisions without over-complexity.
• Strong, trust-based relationships exist across CX, IPA, MSE, Digital, and agency partners.
• Ability to convert data insights into storytelling for executive communications.
• Strong project and priority management with multiple concurrent workstreams.
• Bachelor’s degree required.
• 3+ years experience in analytics, marketing performance, or consumer insights.
• Hands-on experience in the planning, execution, and results measurement of multi-channel 1-to-1 marketing campaigns and consumer journeys.
• Working knowledge/familiarity with digital / CRM marketing analytics & performance measurement (Email, SMS, Direct Mail, Websites).
• Experience working with Databricks and Power BI analytical tools is a plus.
• Experience in consumer goods and/or regulated industries is preferred.

We Offer

• 401(k) plan with company match and additional contributions.
• 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.
• Employee assistance program offering 8 free counseling 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 counseling 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, Vacation, Holidays, Paid Parental Leave, Funeral Leave, Short-Term Disability Leave, Long-Term Disability Leave, Jury Duty Leave, Military Leave, Released Time for Children’s Education, Community Outreach Leave, and other paid leave benefits as required by state or local law.

About the Company

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.

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 [email protected]

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