Senior Finance Manager, Spend 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. Your key responsibilities will include:1. End-to-End MSE Oversight & Input Steering Steer various stakeholders throughout the Marketing Spend Effectiveness (MSE) process ensuring alignment with priorities and coordination with Internal Stakeholders and external Agencies Key expectations: 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 2. Model Understanding & Insight Development and Interpretation 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. Key expectations: 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 3. Executive Storytelling & Decision Framing Translate insights into structured, decision-ready content for senior stakeholders. Key expectations: 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 4. Governance, Alignment & Actionability Ensure MSE insights are embedded into business decisions and execution. Key expectations: 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 What are we looking for?5+years of experience Commercial Finance, or Commercial Planning & Insights Bachelor’s degree in Finance, Business Administration, Economics, or a related field Advanced Excel skills and strong data modelling capabilities Proven experience in data modelling, operational planning, MSE analysis, and insights generation Ability to analyze large amounts of data and translate into meaningful insights Experience with tools and methodologies for spend analysis and analytics. Proficiency in Power BI and Micro Strategy beneficial Ability to drive executional excellence in Spend Planning and Insights generation to optimize marketing spend Excellent communication and collaboration skills with the ability to work effectively with budget holders and cross-functional teams Exposure to Marketing effectiveness / MMM / analytics environments Experience in consumer-driven or FMCG businesses MBA or Master’s degree is a plus WE ARE REYNOLDS AMERICAN—A member of the BRITISH AMERICAN TOBACCO GROUPAt 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, TOGETHERCollaboration 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.