Digital Experience Executive, Content

Job Description

Philip Morris is leading the transformation of our industry with Reduced Risk Products. 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, activation and loyalty; as well as the 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 programmes.

Responsibilities

• Reporting to Mgr. SEO & Digital Experience Content, the DE Executive, Content is responsible for the execution of all Digital Owned Media contents. This includes commercial and consumer experience contents for eCommerce, our brand and corporate Websites, Loyalty web site, Mobile Sites, Digital Experience in Stores, Owned Social Media and Chat, Digital content in owned channels, SEO and Testing
• Constantly looking at ways to improve our contents to encourage more visitors to find, explore, experience and buy
• Deliver our Smoke Free Future, Reduced Risk Products, Conventional Products (where appropriate) and Corporate positioning
• Work with Marketing & External Affairs functions for the development of all Digital content across Digital Owned Media (Visual Design, Copy, Video, Interactives) and Ecommerce & Experience Design team for user experience
• Inspire innovation across our Owned Media activities, oversee Digital Creative Agency relationships and deliver reporting, analytics, insight and optimisations plan across all owned media

Accountabilities

• Develop, manage, enhance, and deliver contents for all digital owned media channels experiences, including but not limited to web, mobile, ecommerce, SEO, owned social, digital shopper and digital out of home - which constitute all our digital destinations and capabilities. Leverage on expertise in information architecture, Digital Content (in partnership with Marketing), Service Design (in partnership with Consumer Platforms & Delivery team), Development (with support from our digital agencies), Testing, Deployment and Measurement / Insight / Reporting. Display and utilize strong understanding of importance of personalization, programmable owned media, and performance marketing.
• Partner with other digital marketing leads within Digital & IS department to deliver tactical initiatives through Digital Owned Media, in support of the business' digital strategy and commercial objectives. Collaborate closely with Ecommerce and Digital Experience Design team to plan, develop and deploy the right messages to our target audience across our owned digital assets. Deliver audience understanding and engagement of our Reduced Risk Product category, Smoke Free Future agenda, IQOS products, retailer engagement, as well as understanding of PMI as an organisation and employer.
• As a digital media subject matter expert, drive SEO performance and consideration of our products, services, and mission through the effective delivery of content in Digital Owned Media. This includes: organic search optimization and ROI maximization; conducting research to guide content teams; development and optimization of high engagement contents for our digital owned assets; review and analysis of traffic, issues and other SEO aspects and recommend solutions; working with advertising teams to optimize campaigns. Keep abreast of SEO and digital integrated marketing trends. Inspire peers and colleagues to become disruptive innovators. Engage with digital partners and suppliers to support our goals.
• Collaborate with all members of the Digital Experience team, and partner with other members of the Digital function, to ensure they deliver the campaigns and capabilities needed to satisfy our overall digital strategy, programme and commercial objectives. Work closely with teams throughout Legal and Compliance to ensure good work/practice is put in place, highlighted, shared, understood, and followed.
• Embed new ways of working in partnership with other functions to ensure all new programmes and projects follow a structured methodology. Purpose being to effectively discover, define, design, deliver, deploy, and create data to power insight and optimisation for our digital owned media activities.
• Deliver always on enhancement and optimisation, and promotional programmes and campaigns, across all our owned media. Working in partnership with all Digital and IS functions to ensure a combination of design, content and functionality.

Qualifications

• Native in Japanese with 3+ years of digital copywriting experience
• Proven 3 years or more of experience as SEO expert, SEM expert or similar role, planning and implementing a successful SEO strategy, web analytics, within an agency or client side
• Demonstrable knowledge and experience of implementing contents strategy to achieve great user experience and innovation in Digital Owned Media
• An implementation knowledge of digital owned media channels and technologies
• Must be able to demonstrate delivering projects in each of these areas
• Proven experience as brand and/or marketing copywriter, producing copy for digital channels and/or SEO strategy

About the Company

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.

PMI is an Equal Opportunity Employer.