Director - Digital Growth & eComm (Wellness & Stimulation)

About the role

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.

Responsibilities

• 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 (e.g., 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 (e.g., 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