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 the Head of Digital Advertising, the Digital Advertising Executive is supporting the execution of paid media campaigns, delivery of assets and campaign optimization.
Responsible for the delivery, in partnership with the other Digital departments, of our digital media programs, projects and capabilities, delivered through Paid media. Digital channels include but are not limited to: display, social, search, mobile, video, innovation, digital influencers, DOOH, performance media, amplification - along with data, reporting and optimization. Undertakes research and analyze data using specialist industry resources, identifies target audiences and analyze their characteristics, behavior and media habits, proofreads advertisement content before release, maintains detailed records and evaluate the effectiveness of campaigns to inform future ones. 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.
Deploy tactical activities that deliver the business strategy and commercial objectives across all digital media. Works with the rest of the Advertising team to deploy media strategies and communications and testing scenarios across different platforms, including but not limited to display, social, search, mobile, video, innovation, digital influencers, DOOH, performance media, amplification. Collaborate with other digital department members and with key contact points across other functions in PMJ to drive audience understanding and engagement of our Reduced Risk Product category, smoke-free future agenda, IQOS products, retailer engagement, as well as understanding of PMJ as an organization and as an employer.
Drive activation of our consumers and other audiences through the effective and innovative delivery of experiences and expertise via digital paid media. Engage with digital partners, publishers and suppliers to support our goals.
Collaborate with all members of the Digital Advertising 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, programs 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.
Ensure all programs, projects, and campaigns effectively discover, define, design, deliver, deploy and create data to power insight and optimization, for continuous learning and improvement.
Guarantee delivery of new programs, new capabilities, and enhancements across all our paid digital media. 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.
- Proven 3 years or more of experience as a digital media planner / buyer or copywriter, demonstrable knowledge, experience and understanding of digital media planning and buying, including technical aspects, experience in all steps of the media planning process
- Proficiency in digital media planning and trafficking software, including Doubleclick/DART (or equivalent) and ComScore
- User of research and planning tools including Kantar/Nielsen Ad*Views, SRDS, Arbitron, MRI, Simmons, Scarborough
- Excellent verbal and writing skills
- Resourceful problem solver
- Strong attention to detail
- Business level English and Japanese is required