Job Description

Head of Digital Experience

Organization Unit: Digital Location: Tokyo Reporting Manager: Director Digital Marketing Purpose of the Position: 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 programs. Reporting to Director Digital, Head of Digital Experience is responsible for the management and output of the Digital Experience department. Responsible for planning and execution of all Digital Owned Media. This includes the commercial and consumer experience 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 experience 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). Inspire innovation across our Owned Media activities, oversee Digital Creative Agency relationships and deliver reporting, analytics, insight and optimizations plan across all owned media. Principal Accountabilities ? Develop, manage, enhance and deliver all digital owned media channels (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 user experience design, Information Architecture, Digital Design, 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. ? Collaborate with other digital marketing leads across Digital Advertising, Digital Activation and Digital Loyalty; as well as Digital Services heads across Digital Product Management, Digital Solutions Deliveries, Digital Platforms Operations and Corporate Systems to deliver tactical initiatives through Digital Owned Media, in support of the business' digital strategy and commercial objectives. Realize audience understanding and engagement for our Reduced Risk Product category, Smoke Free Future agenda, IQOS products, retailer engagement, as well as understanding of PMI as an organization and employer. ? As an integrated business leader, drive SEO performance and consideration of our products, services, and mission through the effective delivery of content in Digital Owned Media. As an experienced digital media subject matter expert, deliver Digital Owned Media expertise to the business, and inspire peers and colleagues to become disruptive innovators. Engage with digital partners and suppliers to support our goals. ? Manage and mentor all members of the Digital Consideration department, to ensure they deliver the campaigns and capabilities needed to satisfy our overall digital strategy, programs and commercial objectives. Ensure the Digital Consideration team have, and inspire them to create, the space to deliver the most effective output and results. Work closely with teams throughout PMJ to ensure good work/practice is put in place, highlighted and shared. ? Work with the Digital global team and other Global functions to deploy global assets locally, as well as brief local needs and share locally envisaged campaigns and assets to global teams. Work across other parts of the global team including IS, RRP, Brand and Marketing to ensure sharing of digital owned media learnings, assets and capabilities. Explore new platforms potential and relevancy to complement our existing assets from a communication, engagement and services perspective. ? Embed new ways of working in partnership with other functions to ensure all new programs and projects follow a structured methodology. Purpose being to effectively discover, define, design, deliver, deploy and create data to power insight and optimization for our digital owned media activities. ? Deliver always on enhancement and optimization, and promotional programs and campaigns, across all our owned media. Working in partnership with all functions to ensure a combination of design, content and functionality. Requirements - A proven background in ecommerce for global organizations. Also branded and campaign web sites, SEO, digital engagement in stores, mobile and apps, gained within an agency or client side. - Previously managed a digital department of at least 10 digital specialists (including Strategists, Creative, Technologists, Insight, Business Analysis and User Experience). - Demonstrable knowledge and experience delivering digital implementation and innovation in Digital Owned Media experiences. - A strategic and implementation knowledge of digital owned media channels and technologies. Must able to demonstrate delivering projects in each of these areas.
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    Tokyo, Japan
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