Leverages data assets (Integrated Brand Tracking, Performance, Longitudinal Tracking, Forecast etc.) to synthesize comprehensive narratives to inform and support portfolio and cross-category insights supporting cross-functional stakeholders including IBPM (Integrated Business Planning), Strategy, Forecasting, Marketing Intelligence, Trade/CX and Marketing/Reynolds Leadership Team. Responsible for driving deep understanding of the Total Nicotine consumer landscape and portfolio/cross-category consumer dynamics across Cigarettes, Vapor, and Oral products, including industry trends, poly-use, shopper behavior, consumer journeys, attitudes, demand moments and price/value perceptions and behaviors to drive volume and profit growth.