Director - Digital Growth & eComm (Wellness & Stimulation)

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 Director - Digital Growth & eCommerce

The Director, Digital Growth & eCommerce will own and scale the brand’s digital commerce business during a high‑growth, scale‑up phase. This role carries full P&L responsibility for the e‑commerce channel and is accountable for revenue growth, contribution margin, and long‑term profitability across DTC owned platforms and third‑party marketplaces.

This leader will build scalable systems, processes, and teams while translating science‑backed nootropic beverage benefits into high‑performing commerce experiences. Success in this role requires a balance of strategic leadership and hands‑on execution in a fast‑moving, entrepreneurial environment.

Your key responsibilities will include

• Lead the consumer and commercial learning agenda for Wellbeing & Stimulation brands.
• Identify the audiences, need states, propositions, claims, content approaches and product formats most likely to generate sustainable demand.
• Translate learning into clear recommendations for innovation, packaging, claims, commercialisation and future investment decisions
• Lead end to end e commerce strategy across DTC owned platforms and third party marketplaces.
• Scale assortment, pricing, promotions, and content while ensuring regulatory and claims compliance.
• Partner with Operations and Supply Chain to align inventory, velocity, and demand planning for growth.
• Define performance marketing strategy, investment priorities and measurement frameworks. Lead internal and external teams responsible for execution (eg across paid search, paid social, affiliate, and retail media).
• Establish a test and learn framework to optimize acquisition, funnels, offers, and creative.
• Hold the growth system accountable for improvements in CAC, ROAS, conversion and contribution profitability.
• Establish the customer experience strategy across DTC touchpoints and ensure continuous optimisation (eg by optimizing education, merchandising, CRO, and checkout performance).
• Lead CRM, lifecycle, subscription, and loyalty strategy to drive repeat purchase and lifetime value.
• Leverage first party data and consumer insights to fuel personalization and habitual usage behaviors.
• Own full e commerce P&L, including revenue, margin, media investment, and contribution profitability.
• Build and manage forecasts, growth models, and investment plans to support rapid scale up.
• Balance aggressive growth targets with long term profitability and financial discipline.
• Integrate e commerce into 360° marketing campaigns, connecting brand, media, PR, influencer, and product seeding to conversion.
• Build and scale a high performing e commerce team, establishing processes, playbooks, and governance.
• Act as a senior cross functional leader partnering with Brand, Finance, Innovation, Regulatory, and Operations.
• What are we looking for?
• Bachelor's degree required.
• 8–10+ years of experience in e‑commerce, digital growth, or commercial leadership, ideally within CPG, beverage, wellness, or functional nutrition.
• Proven P&L ownership with responsibility for revenue, margin, and marketing investment decisions.
• Experience scaling DTC and marketplace businesses in a high‑growth or scale‑up environment.
• Strong expertise in performance marketing, CRO, CRM, and subscription‑driven models.
• Data‑driven, financially fluent leader with strong business judgment and cross‑functional influence.
• Experience in nootropics, functional beverages, supplements, or wellness adjacencies.
• Familiarity with regulated product categories and claims‑driven consumer education.
• Experience scaling Shopify‑based ecosystems, CRM platforms, and retail media networks.
• Comfort operating in ambiguity with a builder’s mindset.
• 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

Your journey with us is not limited by boundaries; it is propelled by your aspirations. Join us at Reynolds American and become a part of an environment that thrives on internal advancement, where your career progression is not just a statement – it is a reality, we are eager to build together. Seize the opportunity and own your development; your next chapter starts here.

You will have access to online learning platforms and personalized growth programs to nurture your leadership skills.

We prioritize continuous improvement within a transformative environment, preparing for ongoing changes.

Our organization offers a level of challenge, responsibility, and creativity for motivated employees who want to grow their careers. We are also committed to valuing different perspectives, experiences, and talents to improve the company's potential for optimally achieving its business objectives!

Reynolds American Inc. and its affiliated companies 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. Only applicants requiring reasonable accommodation for any part of the application and hiring process should contact us directly via email [email protected].

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