PURPOSE OF THE POSITION: Delivering a Smoke Free Future!
Philip Morris is leading the transformation of our industry with Reduced Risk Products.
We’re totally transforming our business and building our future on smoke-free products with the power to improve the lives of a billion smokers worldwide. The intent is to help every smoker to stop or switch to a less harmful alternative. This is our smoke free future mission. As we transform our industry, so we are transforming our business to be more consumer focused, innovative, forward leaning, and agile.
Digital is a fundamental foundation for our ambitions, as so many consumers and smokers interact with brands and each other through digital touchpoints. The Digital function is responsible for creating experiences to motivate awareness, consideration, engagement, purchase and loyalty; as well as the developing Digital Services required to enable these experiences. This team is helping to establish our modern communications vision, and lead the execution of new projects, capabilities and programs.
Reporting to the Head of Digital Activation, the Digital Activation Manager is responsible for managing and delivering assigned digital projects. Acting as a Digital Business Partner to the rest of PMJ, the Digital Activation Manager will:
Define Innovative Digital Strategies:Develop and support digital channel execution plans to deliver impactful and successful journeys for our Smoke-Free Future, Reduced Risk Products, Conventional Products (where appropriate), Corporate Positioning, and Employer Brand.Plan and design digital journeys that drive engagement, including awareness, acquisition of new users, purchase, retention, and advocacy.Partner with other Digital departments (Paid, Owned, and Earned) to establish best-in-class journeys for each target audience, including channel communication, audience prioritization, and experience provision.Collaborate with the IT department (Projects & Services, Solution Architect, IT consumer) to understand feasibility, complexity, prioritize features, and validate business requirements.Work with all other business functions to address organizational objectives and pain points, such as Offline to Online journeys and new digital services (delivery, payment, scanning functions).
Lead Consumer Insights Creation:Lead the integration and prioritization of consumer insights generated by the digital analytics team from digital media and content performance, to ensure a connected and unified digital experience across all touchpoints.Identify optimization opportunities within projects based on these insights and deliver recommendations across all digital media, including Paid Media (Display, Social, Video, Mobile, Search, DOOH, amplification), Owned Media (websites, mobile apps, eCommerce, SEO, Digital Marketplace, Line), and Earned Media (Advocacy, outbound, social listening, Community Management).
Inspire and Support Innovation:Foster innovation across our digital activities with the support of our Digital Agency Partners, encouraging a culture of collaboration and continuous improvement.
ACCOUNTABILITIES
ACCOUNTABILITY 1: Define and Drive Integrated Digital Strategies
Develop digital strategies focused on communication frameworks, prioritizing audience segments (e.g., acquisition, retention, awareness).Determine key areas and strategic direction for digital focus based on project requirements, including communication channels, experiences, platforms, and objectives.Collaborate with digital channel teams to translate digital strategy into execution plans, ensuring alignment with overall objectives. Lead discussions, review plans, address gaps, and resolve misalignments.
ACCOUNTABILITY 2: Lead Strategic Digital Initiatives
Act as a digital business partner and subject matter expert, driving critical thinking and tactical activities to achieve business strategies and commercial objectives.Foster audience engagement with Reduced Risk Products, Smoke-Free Future initiatives, IQOS products, and PMI's corporate and employer brand.
ACCOUNTABILITY 3: Ensure Integrated Digital Strategies
Act as an integrated digital business partner and subject matter expert, presenting critical thinking and leading tactical activities that deliver the business strategies and commercial objectives across the digital landscape.Enhance audience understanding and engagement with our Reduced Risk Products, Smoke-Free Future initiatives, IQOS products, and retailer engagement, including conventional products. Additionally, promote awareness of PMI as an organization and employer.
ACCOUNTABILITY 4: Innovate and Continuously Optimize Consumer Journeys
Develop and define digital journeys for consumers that drive new acquisition and enhance engagement.Work with all functions to ensure sharing of digital media learnings and consumer insights, to both report on and inform consumer behavior and pain points.Drive ongoing enhancement and optimization of digital media capabilities, ensuring alignment with brand, commercial, and digital objectives.
REQUIREMENTS
A proven background in managing digital programs and platforms in digital channels, gained within an agency or client-side environment.Previously worked as part of a digital department with at least 6 years of experience in Digital Creative and/or Digital Media agencies and/or client-side digital experience.Demonstrable knowledge of digital transformation, digital innovation, and digital delivery.Understanding the importance of Digital Project Management, Digital Account Management, Digital Strategy, Digital Media Planning & Buying, Digital Creative, Technology, Digital Insight, Business Analysis, and User Experience Architecture.Strategic and implementation knowledge of digital paid, owned, and earned media channels.
JOIN A GLOBAL MARKET LEADER
PMI is the world’s leading international tobacco company, with six of the world's top 15 international brands and products sold in more than 180 markets. In addition to the manufacture and sale of cigarettes, including the number one global cigarette brand, and other tobacco products, PMI is engaged in the development and commercialization of Reduced-Risk Products (“RRPs”). RRPs is the term we use to refer to products that present, are likely to present, or have the potential to present less risk of harm to smokers who switch to these products versus continued smoking. We have a range of RRPs in various stages of development, scientific assessment and commercialization. Because our RRPs do not burn tobacco, they produce far lower quantities of harmful and potentially harmful compounds than found in cigarette smoke. For more information, see www.pmi.com and www.pmiscience.com.
PMJ is an Equal Opportunity Employer.