Job Description

Head of Digital Loyalty

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 Loyalty is responsible for the direction, management and output of the Digital Loyalty department. The focus is owning the planning, delivery, reporting and optimization of best-in-class digital loyalty programs. These are vital to ensure people sign up, with the right details, based on an understood and strong value proposition, and are motivated to fully convert to IQOS. We want to create advocates and referral, from users, and no users. How can we help smokers switch to RRP and stop smoking cigarettes for good. Our key audience for the various forms of loyalty include consumer, retail, corporate affairs and talent. In every viable channel including email, text, instant messenger, social and community. The role partners with other Digital departments (Activation, Advertising, Experience) & IS departments (Product Management, Solutions Delivery, Platform Operations and Corporate Systems). It owns and delivers against all audience digital loyalty KPIs (contactable database size, engagement, conversion, repeat purchase, community size, engagement level of community, referrals and advocacy), messaging to ensure people understand why they should engage, whilst driving ongoing improvement and innovation. It also lead all earned media initiatives and ensures integration for our Smoke Free Vision and IQOS including community management, relationship management, social listening and linking this with the digital loyalty programs. Also inspiring and supporting innovation across our Digital Loyalty activities, with relevant help from our Digital Agency Partners. Delivering cross channel audience insight and optimization recommendations based on our audience loyalty data. Principal Accountabilities ? Develop, manage, deliver insight and optimize all digital earned media channels (including but not limited to eCRM - email, instant messenger (including a substantial LINE presence), social community (twitter, Instagram, FB), SMS; Advocacy; Retention, Referral / Member Get Member / Non-Member Get Member) - which constitute our digital loyalty opportunities. Devise strategy to connect channel and content - for the right messaging, delivered in the right form, at the right time, for the right person. These are mostly gatewayed through our digital owned media channels (websites, social), but also our traditional channels (stores, call centre, sales staff, etc). Expertise needed includes Consumer Journey Design, Journey Orchestration, Information Architecture, Digital Content (campaign and always on), Service Design, Consumer Data insight; Development (in partnership with our digital agencies), Testing, Deployment and Measurement / Insight / Reporting. Our digital earned media is intended to be the focal point for stimulating advocacy. ? As an integrated business leader and digital/data subject matter expert, pursues tactical thinking and initiatives that contribute to the achievement of business' overall consumer/data/digital strategy and commercial objectives across Digital & IS. 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 organization and employer. ? Drive activation of our consumers and other audiences through the effective and innovative delivery of experiences via Digital Earned Media (including big data systems, insight and reporting, automation tools, AI, etc.). Leverage on experience and expertise to inspire disruptive innovation across the business. Engage digital partners and suppliers to support our eCRM and Advocacy goals to drive lifetime conversion of smokers from CC to RRPs. ? Manage and mentor all members of the Digital Loyalty department, including eCRM and Community management, to ensure delivery of campaigns and capabilities needed to achieve our overall digital strategy, programs, and commercial objectives. Ensure the 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. ? Facilitate close and consistent communication with Global Digital Team and other Global functions for local deployment of all global digital paid assets, and sharing of market requirements and locally envisaged campaigns and assets to global teams. Work across other global teams including Marketing, Sales, Touchpoints, Consumer Experience, and External Affairs to ensure sharing and alignment of digital media learnings, assets, and capabilities. ? 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. ? Guarantee delivery of new programs, new capabilities, and enhancements across all our digital media. Bring insights from social listening and earned media engagement to drive earned media optimization, content optimization, and reporting and consumer insight. Partner with all functions to ensure an optimal combination of design, content, and functionality, aligned to and reflective of our brand, commercial, and digital objectives. Requirements - A proven background managing digital programs and platforms in earned digital media channels / content / loyalty & retention / advocacy & referral - gained within an agency or client side. - Previously managed a digital department of at least 10 digital specialists. - Managed and been responsible for at least 5 digital relationships with values of over $1m each, for global corporate clients, delivering at least 50% Digital. - Demonstrable knowledge and experience delivering digital implementation and innovation in Digital Earned Media, including Community, eCRM, Data / Insight, Retention, Advocacy, Referral. A strategic and implementation knowledge of digital earned media channels. - Must able to demonstrate delivering projects in each of these areas. Knowledge of eCRM and Community Management tools (e.g. Sprinklr, IBM Watson) is vital.
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