Senior Finance Manager, Effectiveness, Planning & Deployment

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 Finance Manager, Spend Effectiveness, Planning & Deployment in Winston-Salem, NC.

Steer various stakeholders throughout the Marketing Spend Effectiveness (MSE) process ensuring alignment with priorities and coordination with Internal Stakeholders and external Agencies

• Guide and challenge marketing inputs, assumptions, and business context to ensure relevance for modelling
• Coordinate MSE priorities with External Agencies for data, modeling and Brand, CX and Commercial Finance for insights generation and actionability
• Oversee MSE process input readiness and issue resolution (gaps, inconsistencies), with execution led by the MSE Lead Finance Manager
• Align MSE scope and timing with business planning cycles– MSE Full cycle Refreshed in Q1 & Q4 ;
  Monthly Data Refresh;
  Annual Planning Meetings Q2 & Q4

Develop a strong understanding of Revenue growth drivers and translate how MSE model outputs into meaningful and actionable business insights, with a focus on marketing investment Strategy.

• Develop strong understanding of MSE model outputs (e.g Volume Attribution, Saturation Curves, Optimization Tools) – Modelling ownership with External Agency
• Understand how key growth drivers (e.g., price, promotion, distribution, competition, Marketing Investment) impact overall volume attribution to inform revenue performance
• Use volume attribution to validate and sense-check marketing investment efficiency and effectiveness while optimizing and enhancing Revenue performance and equity of brands
• Have the ability to analyze ROI, spend frequency, Touchpoint Mix, potential Optimizations and trade-offs driven by the MSE Model outputs
• Partner with Revenue Growth (RGM), Strategy and Panning (S&P), Trade Marketing, Commercial Finance, CX and Brands to ensure alignment on Volume Attribution drivers bases on MSE Model outputs

Translate insights into structured, decision-ready content for senior stakeholders.

• Develop and deliver executive presentations, workshops, and decision packs
• Structure insights into clear narratives:
• What is driving performance
• Where to invest / divest
• What actions are required
• Present findings to stakeholders, incorporate feedback, and refine outputs to improve decision quality
• Support scenario-based discussions to evaluate alternative investment strategies
• Ensure consistency and clarity of messaging across stakeholders

Ensure MSE insights are embedded into business decisions and execution.

• Establish and run governance routines to track insights, decisions, and follow-ups
• Drive cross-functional alignment on:
• Business and Investment priorities aligned to Strategic actions
• Key trade-offs re. Marketing Investments
• Translate insights into concrete actions, including:
• Budget reallocations
• Channel and campaign optimization
• Track implementation of agreed actions and ensure follow-through across teams
• Support continuous improvement and embedding of MSE capability by feeding learnings into future cycles

• 5+years of experience Commercial Finance, or Commercial Planning & Insights
• Bachelor’s degree in Finance, Business Administration, Economics, or a related field
• Advanced Excel…