VP, New Channel Development (Beyond Nicotine)

Reynolds American is evolving at pace - truly like no other organization.

To achieve the ambition, we have set for ourselves, we are looking for colleagues who are ready to live our ethos every day. Come be a part of this journey!

SENIORITY LEVEL: Executive

FUNCTION: Beyond Nicotine

LOCATION: Winston Salem

ROLE POSITIONING AND OBJECTIVES

The Vice President New Channel Development (NCD) for Beyond Nicotine will play a lead role in driving account development and activation across both existing and new channels of distribution and support our Beyond Nicotine channel diversification and portfolio ambition. The Vice President is responsible for leading the deployment and execution of our Beyond Nicotine portfolio in existing and alternative channels through partnership of both Reynolds and new retail brokers. This role will also Identify new distribution partners and capabilities to support these products.  The Vice President will work closely across BAT & Reynolds to identify and activate new channel retail strategies that will accelerate our Beyond Nicotine agenda and ambition in North America.

WHAT YOU WILL BE ACCOUNTABLE FOR

• Develop local strategy and execution plan for total North America channel activation of Beyond Nicotine ambition across existing and new retail outlets to include Convenience, Grocery, Mass, Travel Retail and Alternative Channels for deployment and activation.
• Responsible for setting the tone and executing channel specific Beyond Nicotine commercial activation strategies driven by consumer insights for all marketing, promotional and communication activities in accordance with BAT company policy and federal advertising guidelines.
• Develop and implement channel marketing activity across owned and third-party channel partners, leading and building new capabilities to support channel strategies for next generation products. Team will be responsible for how we establish our presence in these channels and for liaising with In-store field force teams to monitor execution of channel strategy.
• Work with external agencies to formulate and recommend marketing strategies, policies, budgets and objectives and plans designed to achieve growth, including detailed marketing plans – advertising, promotion, product mix, pricing and expenditure.
• Establish go to market procedure and development of playbook for turnkey execution and best practice policies by channel; document process for owned store launch including development and management of daily operations.
• Establish third party management team responsible for supporting owned store activity (experiential consumer activation, daily management, transaction and regulatory management)
• Establish turnkey network of service providers to include creative agencies, data driven site selection providers, property management companies, retail construction companies and regulatory agency management)
• Lead vision and strategy on how to standup, support and integrate new to the organization across current and new channels for the Beyond Nicotine Portfolio (included, but not limited to; Grocery, Mass, Foodservice, Organic, Fitness Centers & etc.,)
• Build a high performing team culture that encourages transparent communication and constructive dialogue.  Create an entrepreneurial culture where team members feel as if they are the business owners while ensuring BAT company policies and standards are met.
• Strategically align with Retail and Digital Activation team, Consumer Marketing, Trade Marketing, Marketing Services and TM&D for cross-functional services, capability needs or actions.
• Manage regulatory requirements, tax, legal and budget management

ESSENTIAL EXPERIENCE, SKILLS AND KNOWLEDGE

• Strong executive presence and leadership skills
• Significant negotiation skills
• Exceptional trade marketing and channel strategy experience
• A strong understanding of traditional distribution channels and processes
• Strong ability to influence and lead change across a highly matrixed organization
• Ability to lead multiple internal and external teams
• Entrepreneurial spirit with a track record of challenging the status quo
• Strong written and verbal presentation skills
• Exemplary interpersonal skills and ability to influence at senior levels within the organization
• Proven ability to build strong relationships and passionately lead and motivating teams to achieve superior performance.

BENEFICIAL

• Strong executive presence and leadership skills
• Significant negotiation skills
• Exceptional trade marketing and channel strategy experience
• A strong understanding of traditional distribution channels and processes
• Strong ability to influence and lead change across a highly matrixed organization
• Ability to lead multiple internal and external teams
• Entrepreneurial spirit with a track record of challenging the status quo
• Strong written and verbal presentation skills
• Exemplary interpersonal skills and ability to influence at senior levels within the organization
• Proven ability to build strong relationships and passionately lead and motivating teams to achieve superior performance.

EDUCATION REQUIREMENTS 

• Bachelor’s Degree required - marketing specialization is a plus
• Graduate Degree (MBA) and prior brand marketing experience a plus

KNOWLEDGE AND EXPERIENCE

• 10+ years combined in Brand, Trade Marketing and in market General Manager experience
• Exceptional business acumen, with the ability to understand commercial, operational and financial priorities of the business and align marketing initiatives and resources with the areas of greatest impact
• Strong management skills; experience managing external providers and agencies
• Demonstrated track record of successful, innovative problem solving and leadership that resulted in market share gains and/or business improvement
• Functional Area expertise and working understanding of the marketing and trade process
• Cross-functional experience, with a keen understanding of critical business drivers
• Highly effective communication skills, with demonstrated ability to articulate strategic thinking and influence stakeholder understanding and buy in.

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.

• Global Top Employer with 53,000 British American Tobacco employees across more than 180 markets
• Reynolds American certified as Great Place to Work
• Brands sold in over 200 markets, made in 44 factories in 42 countries
• Newly established Tech Hubs building world-class capabilities for innovation in 4 strategic locations
• Diversity leader in the Financial Times and International Women’s Day Best Practice winner
• Seal Award winner – one of 50 most sustainable companies

BELONGING, ACHIEVING, TOGETHER

Have you been on a career break for 18 months or longer? Are you ready to return to your career? If your answers to these questions is yes, we would love to hear from you. Regardless of why you took a break, we value you for all the skills you can bring to the workforce. Reignite your career, work flexibly, be part of a dynamic team and upskill yourself with on-the-job training and development support.

Collaboration, diversity and teamwork underpin everything we do here at Reynolds American. We know that collaborating with colleagues from different backgrounds is what makes us stronger and best prepared to meet our business goals. Come bring your difference!