Senior Manager - Marketing Performance & ROI

British American Tobacco•Winston-Salem, NC

12d

About The Position

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 Senior Manager – Marketing Performance & ROI in Winston-Salem, NC The Senior Manager, Marketing Performance & ROI is a strategic specialist role focused on measuring, interpreting, and optimizing marketing effectiveness across all consumer touchpoints. This position does not involve people management but requires strong analytical and marketing expertise to guide investment decisions and improve campaign performance. You will partner cross-functionally with Brand Marketing, Trade, Finance, Insights, and Data Science teams to ensure every activation delivers measurable business impact.

Requirements

Bachelor’s degree required; advanced degree preferred.
5+ years in marketing analytics, financial analysis, or commercial strategy (CPG experience preferred).
Strong understanding of marketing mix modeling, ROI frameworks, and brand lift measurement.
Ability to synthesize complex data into concise narratives for executive decision-making.
Excellent stakeholder management and communication skills.
Knowledge of both digital and offline marketing channels.

Responsibilities

Measure marketing effectiveness across media, trade, shopper, sponsorships, and owned channels.
Business impact modeling using Marketing Mix Models (MMM) and Multi-Touch Attribution (MTA).
Performance reporting: Deliver dashboards and readouts linking marketing KPIs to revenue, profit, and brand health.
Budget optimization: Guide resource allocation based on marginal ROI and payback analysis.
Experimentation & test design: Lead A/B tests and lift studies to validate campaign impact.
Forecasting and benchmarking: Predict ROI for future campaigns and benchmark against industry standards.
Continuous improvement: Standardize measurement practices and implement governance for impact tracking.

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