Sr Manager, Customer Experience Data Strategy /Database Owner

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 Sr Manager, Sr Manager, Customer Experience Data Strategy /Database Owner in Winston-Salem, NC

The Senior Manager, CX Data Strategy & Governance is responsible for defining, governing, and advancing the consumer database ecosystem that powers Reynolds American's Connected Consumer at Scale strategy. This role serves as the primary business owner for consumer database requirements, governance processes, roadmap planning, and integration across consumer engagement programs, ensuring the organization can effectively leverage consumer data to drive acquisition, engagement, retention, and commercial performance.

The position acts as the critical bridge between Consumer Experience, Brand, Trade Marketing, Information & Digital Technology (IDT), and external partners, translating business objectives into scalable data capabilities, platform enhancements, and governance standards. The role provides strategic oversight for database-related tools, Power BI reporting environments, and consumer identity management practices while ensuring alignment to regulatory, security, and operational requirements.

Success in this role requires strong strategic thinking, cross-functional leadership, data governance expertise, stakeholder management, and the ability to influence technology roadmaps that support future consumer engagement ambitions.

Your key responsibilities will include:

• Lead business ownership of database requirements supporting connected consumer at scale, including capabilities that enable acquisition, engagement, personalization, loyalty, retention, and commercial performance.
• Establish and maintain governance frameworks for consumer data quality, consistency, usage, standards, definitions, and operating principles.
• Act as the primary CX liaison to Digital Business Services for consumer database initiatives, translating business requirements into platform priorities, roadmap inputs, and solution enhancements.
• Provide strategic oversight for database-related reporting environments, Power BI solutions, and self-service analytics capabilities that improve decision-making and transparency.
• Identify opportunities to improve consumer identity resolution, profile management, data accessibility, and lifecycle management across consumer engagement programs.
• Partner across CX, Brand, Trade Marketing, Compliance, Technology, and external partners to ensure consumer data capabilities are aligned to business priorities and activation needs.
• Lead integration of Trade and Customer programs into the broader consumer data ecosystem, ensuring data flows, requirements, and governance expectations are clearly defined.
• Participate in roadmap planning, prioritization discussions, solution design reviews, release planning, and evaluation of future-state data capabilities.
• Ensure consumer data management practices support regulatory, privacy, security, and compliance requirements in a highly regulated environment.

What are we looking for?

• Bachelor’s degree required; degree in Business, Marketing, Information Systems, Analytics, Data Management, or related field preferred.
• 5 to 7+ years of experience in data strategy, analytics, database management, CRM, marketing technology, or related disciplines.
• Experience managing cross-functional initiatives involving business and technology stakeholders.
• Strong understanding of data governance principles and data lifecycle management.
• Experience translating business requirements into technical solutions.
• Experience with reporting and analytical tools such as Power BI, Tableau, or equivalent.
• Databricks experience preferred or transferable experience with similar technologies.
• Strategic and collaborative leader with the ability to connect consumer data strategy, platform capabilities, governance, and activation processes to measurable business outcomes while influencing senior stakeholders across Marketing, Consumer Experience, Digital Business Services, Technology, and Analytics.
• Strong business-to-technology translator capable of converting complex business needs into clear technology requirements, roadmap priorities, governance frameworks, and operational execution, while effectively navigating ambiguity, competing priorities, and cross-functional transformation initiatives

BENEFICIAL

• Experience with customer databases, CRM platforms, loyalty programs, or consumer engagement ecosystems.
• Knowledge of identity management, consumer data integration, and customer data platforms.
• Experience operating in highly regulated industries.

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 p