Lead Mgr Cons Mktg Analytics & Insights in Winston Salem, NC

Reynolds American Inc   •  

Winston Salem, NC 27101

Industry: Retail & Consumer Goods


5 - 7 years

Posted 55 days ago

Lead Manager in Consumer Marketing Insights provides analytical support for Consumer Marketing brand teams. Responsible for leading the reporting and insight development for brand program performance and consumer experience management to drive informed decision making and program optimization. The Lead Manager role provides significant value by contributing to a comprehensive understanding of the consumer journey, digital program engagement, and key consumer insights influencing the development of action standards and program efficiencies.

Focused on test and learn practices supporting the planning and optimization of digital brand programs & ecommerce. The ideal candidate's strong analytical skills and digital marketing experience will support Brand team's insight into and across various digital marketing/ecomm channels and use this data to support the development of marketing strategies and tactics to drive improved results and better marketing ROI.

Consistently and appropriately challenges existing paradigms and drives for continuous improvement across key digital marketing metrics to strengthen Consumer -to- Brand relationships. Must maintain strong credibility and consistently demonstrate effective leadership, influencing and presentation skills. Success in this role greatly depends on the ability to analyze digital campaign results, provide actionable insights and build collaborative working relationships with team members across the organization.


  • Design and develop digital metrics, reports, and analyses to drive key business decisions
  • Analyze digital marketing programs using a broad mix of tools and techniques including engagement profiling, segmentation modeling, and marketing ROI
  • Be an expert user of the Adobe Analytics and Tableau dashboards to maximize insight into the data, improve visualization and highlight key factors, uncover underlying problems, and detect anomalies and inconsistencies
  • Comfortable working in a data driven environment analyzing data from multiple sources and making strategic recommendations to improve program performance across multiple KPIs
  • Drive a culture of collaboration, innovation and positive influence on decision making process
  • Develop and implement analyses and reporting activities to drive timely, fit for purpose and actionable business results
  • Build recommendations for relationship strategies and digital marketing campaigns that afford Brand Marketers greater consumer insight and facilitate more informed decision making
  • Responsible for hands-on data mining, data extraction & manipulation, data analysis, and data reporting utilizing the data warehouse as well as other relevant data sources
  • Work collaboratively with business units, department management, and team members in defining, designing, planning, and implementing reporting and business solutions to improve overall business function



Minimum BS in business related field


  • Experience analyzing and working with digital analytics to spot trends and assess consumer interactions across brand marketing campaigns
  • Experience with Tableau preferred, and Adobe Analytics required
  • Digital experience management and Web analytics experience preferred
  • Experience and knowledge of A/B testing, testing solutions, and measurement
  • Possess a combination of strong analytical, problem solving, and data manipulation skills
  • Storyteller with the ability to synthesize analytic findings into actionable strategic recommendations
  • Self-starter and critical thinker, highly ambitious and deeply curious
  • A high level of enthusiasm for building the business and capacity to overcome obstacles
  • Ability to own project goals, work independently, and deliver to client needs
  • An entrepreneurial attitude and eagerness to learn, fail and try again
  • Demonstrates strong leadership, interpersonal, teambuilding, and communication skills
  • Have vision and ability to understand broader business scope
  • Requires experience in MS Word, MS Excel, MS PowerPoint
  • Strong verbal/written communication and presentations skills
  • 5 plus years related work experience

Valid Through: 2019-11-12