Director - Oral Consumer Insights

British American Tobacco•Winston-Salem, NC

2d•Onsite

About The Position

Reynolds American is evolving into a global multi-category business with the purpose of creating A Better Tomorrow™ by Building a Smokeless World. This role 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. The Director is responsible for driving a deep understanding of Traditional and Modern Oral consumer dynamics to support the strategic objectives of the Oral brand portfolio. This role provides significant value by applying a comprehensive understanding of the nicotine industry, especially Oral, business drivers, and integrating a ‘consumer-led’ focus to support corporate objectives. The Director participates in departmental and cross-functional teams, is sought out for guidance and inspiration, and consistently challenges existing paradigms to drive continuous improvement. Strong credibility, effective leadership, influencing, and presentation skills are essential.

Requirements

Bachelor’s Degree in Market Research, Business or related field required.
10+ years in consumer market research and/or related field.
Ability to understand broader business issues and seek resolution.
Ability to manage, leverage and analyze data sources, interpret meaningful trends and draw conclusions to deliver actionable business recommendations.
Ability to identify business opportunities in Sales and Marketing performance factors to influence execution.
Ability to manage and deliver to client needs.
Strong collaboration skills, with ability to work with a broad range of disciplines and cross-functionally; including vendor management.
Strong verbal/written communication, data visualization and presentations skills with storytelling capabilities with action-oriented recommendations.
Qualitative & Quantitative Consumer Survey methodologies and analytics including Segmentation, Package Testing, Concept Evaluation, etc.
Experienced in Survey Design, Sampling, Weighting/Balancing, moderator guide development.
Proficiency in commercial retail sales data platforms and Microsoft Office applications, including Excel, PowerPoint, and Word.
Very strong technical skills that include proficiency in math and statistics.

Nice To Haves

CPG experience preferred.
Masters Degree in Market Research, Business or related field preferred.
Proficiency in systems such as Microstrategy, Tableau, Infotools Harmoni, Power BI.
Proficiency with statistical software, including SPSS, SAS, and/or R.
Experience with Survey programming (Qualtrics).

Responsibilities

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 a forum for on-going immersion of the Marketing Leadership Team (MLT) 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, and New Product Launch Impacts.
Develops and implements analyses and reporting activities to drive timely, fit-for-purpose, and actionable business results.
Identifies new sources or ways to optimize consumer data sources faster/more agile ad hoc easier integration via platforms and/or on-site vendor support.
Drives a culture of collaboration, innovation, and positive influence on the decision-making process.

Benefits

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.