Activation Analytics Lead for In-Person Experiences

Overview

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 Lead Manager Consumer Activation Analytics in Winston – Salem, NC
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.
What are we looking for?

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 exec 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 a plus
Experience in consumer goods and/or regulated industries preferred
About Reynolds American

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.
SALARY AND BENEFITS OVERVIEW

Benefit Information
The following is a general summary of the competitive compensation and benefit plans we offer:
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
Note:

Our organization 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. If you require reasonable accommodation for any part of the application and hiring process, please contact us at wppgeneral@RJRT.com.
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