Aaron McManus
Richmond
Summary
Strategic, results-driven senior leader with 17+ years of experience driving revenue growth, leading high-performance teams, and delivering operational excellence. Proven track record of managing billion-dollar P&L, scaling regional operations, and launching market-leading products. Recognized for building winning cultures, developing top talent, and creating innovative go-to-market strategies that deliver measurable ROI.
Overview
18
18
years of professional experience
Work History
Senior Director – Houston Region
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Houston
03.2022 - Current
- Led a team of 140 across Texas and Oklahoma, achieving commercial KPIs effectively.
- Oversaw P&L for $1 billion NTO business unit, driving year-over-year financial growth of 3-8%; YTD 2025: 3.2%.
- Surpassed expectations on all KPIs, resulting in substantial growth of next-generation products; Vapor became #1 brand with 10% SOM growth, VELO achieved 21.6% SOM as #2 brand within seven months of launch.
- Developed go-to-market strategies and local commercial plans to enhance business delivery.
- Implemented talent development strategy, creating individualized plans that led to over 15 promotions during tenure.
- Managed customer selling team and engagements, focusing on Joint Business Planning and long-term strategy to enhance customer experience.
- Constructed region-specific strategies for resource allocation, funding, branding, and market activation to optimize retail ROI.
- Cultivated positive culture through morale-building initiatives such as bottom-up listening sessions, sales competitions and all Region employee meetings.
Senior Director – Phoenix Region
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Phoenix
09.2021 - 03.2022
- Managed operations across five Western US states, supervising 80 reports at multiple organizational levels.
- Oversaw commercial strategy for RAI's total nicotine portfolio, achieving 3% volume growth and 8% profit increase.
- Collaborated with internal stakeholders to develop state-specific commercial plans, increasing brand awareness by 12%.
- Coached and developed talent across all organizational levels, enhancing entry- to mid-level management capabilities.
Director Houston Region
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Houston
10.2021 - 08.2022
- Led a multi-tiered sales team, generating over $250 million in net revenue with 12% year-to-date growth.
- Developed commercial strategies for Houston Region, optimizing resource allocation and product pricing.
- Established selling approaches and go-to-market plans for tobacco portfolio, achieving above-industry growth rates.
- Collaborated with cross-functional teams to implement marketing strategies and consumer activation tactics in Texas.
- Managed executive-level customer relationships to maintain sustainable partnerships and support business plans.
- Navigated industry regulations, ensuring agility in policies to enhance competitive positioning.
- Activated hyper-local and digital marketing campaigns to strengthen Reynolds' market presence.
- Contributed as member of Trade Marketing Advisory Board, influencing national program initiatives.
Director of Trade Marketing - Customer Planning
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Winston-Salem
10.2020 - 10.2021
- Led Customer Planning team of 5 in aligning brand strategies with National Strategic Accounts for effective promotional initiatives.
- Engaged key retail customers, generating $2.1 billion in annual profit through direct selling strategies.
- Managed marketing and investment budget exceeding $100 million across multiple product categories to meet Reynolds KPIs.
- Achieved over 220% growth in New Category products through Joint Business Planning, securing market leadership in 3 of 5 Strategic Account chains.
- Launched VUSE and VELO brands, capturing 36% market share in $6 billion vapor category and 28% market share in nicotine pouch category.
- Developed customer-specific strategies and resource investment plans, surpassing volume and growth targets by 35% compared to traditional methods.
- Delivered go-to-market plans for Next Generation Products that aligned with account goals and commercial objectives.
- Collaborated with cross-functional teams including Sales, Finance, Legal, IT, Marketing, and Data Science to achieve customer planning objectives.
Director of Trade Marketing - Strategy & Customer Solutions
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Winston-Salem
04.2020 - 10.2020
- Developed commercial strategies and selling direction for Field Trade Marketing team of 2,200 employees
- Analyzed consumer insights and industry trends to develop Reynolds selling strategy
- Administered consumer research studies to understand shopper dynamics and anticipate needs
- Created and implemented Talent Development programs for Field Trade Marketing team of 2,200 employees
- Executive speech writer and presentation creator for internal & external leadership team events
- Drove culture initiatives to include Diversity / Inclusion / Belonging communication & change management efforts for entire Field Trade Marketing organization
- Coordinated and hosted departmental Town Hall events of +1,500 employees
Senior Manager - Trade Coverage Planning
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Winston-Salem
11.2019 - 03.2020
- Managed Field Trade Marketing coverage model directing outlet prioritization, retail visit frequency, & commercial value optimization
- Directed an improvement plan that maximized call time and visit prioritization delivering 6% improved efficiency across Field Trade Marketing
- Supported a cross-functional team that oversaw the Field Trade Marketing restructure to include total manpower, salary, and compensation packages resulting in ~$10m in annualized company savings
Senior Manager - Customer Solutions
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Winston-Salem
01.2019 - 10.2019
- Developed selling material to support brand campaigns and KPI’s for Field Trade Marketing team of 2,200
- Analyzed various data sources to determine key industry trends and identify business insights
- Developed key initiatives, selling objectives, and data reporting tools for Field Trade Marketing
- Leveraged syndicated data, consumer insights, and category trends to develop selling directives
Senior Key Account Manager – Strategic Accounts
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Annapolis
01.2017 - 01.2018
- Direct selling accountability for a national account responsible for +$330m in annual revenue
- Engaged and collaborated with category and internal teams to deliver key cycle plan activities
- Managed the day-to-day commercial business to include product availability, brand pricing structure, competitive activity, promotional effectiveness, and merchandising strategy
Senior Division Manager
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Houston
01.2014 - 01.2016
- Led, motivated and developed Team of 8 Territory Managers to grow Reynolds American business and individual selling skillsets responsible for ~$120m in annual sales
- Full accountability of a geographic sales area responsible customer management, recruiting, and training
- Delivered key commercial objectives in the Division to include volume, share, and profitability gains
Lead Manager - Coaching & Development
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Indianapolis
01.2013 - 12.2013
- Supported Region initiatives to include sales team training programs, project management, and culture enhancing initiatives
Account Marketing Manager
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Indianapolis
01.2011 - 12.2012
- Collaborated with mid to large sized Strategic Account customers to identify and capitalize on mutual business interests, exceeding Customer and Company sales targets.
Territory Manager
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
Lafayette
01.2008 - 12.2010
- Managed Territory of ~120 stores – worked collaboratively with store owners and managers to grow Reynolds American and customers’ mutual business.
Education
Bachelor of Arts - Business Administration & Marketing
University of Nebraska
Lincoln05.2007
Skills
- P&L management
- Sales leadership
- Customer strategy
- Talent development
- Change management
- Market expansion
- Cross-functional collaboration
- KPI optimization
- Stakeholder engagement
Leadership Recognition
- Received Reynolds American Leadership Award for work in Leading Others & Brand Development.
- Recognition during Annual Performance Evaluation of Exceeds - Top 10% - 10 years during Reynolds career.
Professional Development
- Crucial Conversations
- Account Management Excellence
- Critical Selling Skills
- Coaching Excellence – Developing Self and Developing Others
- Fundamentals of Leading Others
- Consumer Engagement Training
- Management Development Workshop
- Social Styles & Versatility Training
- Diversity & Inclusion Training – Inclusive Dialogue
Affiliations
- Tennis
- Golf
- Volunteer at Lunches of Love & RPC
Accomplishments
- 2025 Region Excellence Award
- 2024 Reynolds Leadership Award
- 2018 Vendor of the Year Award, 7-Eleven
- Repeatedly recognized in Top 10% of leaders for performance during career
References
References available upon request.
Timeline
Senior Director – Houston Region
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
03.2022 - Current
Director Houston Region
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
10.2021 - 08.2022
Senior Director – Phoenix Region
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
09.2021 - 03.2022
Director of Trade Marketing - Customer Planning
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
10.2020 - 10.2021
Director of Trade Marketing - Strategy & Customer Solutions
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
04.2020 - 10.2020
Senior Manager - Trade Coverage Planning
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
11.2019 - 03.2020
Senior Manager - Customer Solutions
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
01.2019 - 10.2019
Senior Key Account Manager – Strategic Accounts
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
01.2017 - 01.2018
Senior Division Manager
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
01.2014 - 01.2016
Lead Manager - Coaching & Development
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
01.2013 - 12.2013
Account Marketing Manager
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
01.2011 - 12.2012
Territory Manager
REYNOLDS AMERICAN / BRITISH AMERICAN TOBACCO COMPANY
01.2008 - 12.2010
Bachelor of Arts - Business Administration & Marketing
University of Nebraska
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