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 Manager Community Management & Listening, the Lead for Community management & Listening is responsible for increasing customer retention rates, lifetime value and brand loyalty through Social channels and community management.
You will be responsible to execute our community management and listening strategies, deliver actionable insights to the rest of the organization, engage with our communities to achieve a world class customer experience whilst maximizing opportunities to increase consumer satisfaction (NPS) and ultimately, purchase frequency in our eCommerce website and in-store. You will implement and support consumer-centric, social marketing programs. Act as the brand voice for IQOS on all social channels to ensure engagement, consistency, and brand visibility to drive a deeper connection with our consumers.
Key responsibilities include helping achieve commercial target through social and community management, the development of social media channels, in support of social campaigns, product launches, and supporting ongoing consumer engagement activities.
This position requires an individual who is excited about the possibilities of being empowered to engage in conversational marketing with IQOS fans & followers in a sincere and respectful manner that builds brand preference.
- Identify and cluster IQOS users groups throughout the different channels available, including but not limited to social media (Twitter, Instagram, Facebook), blogs, review sites, and develop, manage, execute relevant communication strategy to improve engagement, and contribute to our retention target by driving revenue targets, frequency of purchase, higher NPS and advocacy / referral.
Ensure all communications are relevant to the targeted audience group, impactful and measurable against our business objectives.
The speed of technology change has influenced customers’ demands for real-time and personalized interactions, business must meet with their expectations across digital channel to drive real business results by scaling up digital experiences and delivering innovation in Social media and community management.
1. Social Channels
Demonstrate Consumer-centric thinking. Plan engaging contents for social channels. Engage with online community and respond to comments and requests to nurture the community and to strengthen consumers' brand loyalty.
Throughout the community management, ensure to expand our community size and to drive traffic to other online and offline channels to support sales incremental.
Analyze relevant community metrics to fine-tune our communication including social contents. Relay community feedbacks to relevant internal stakeholders.
Liaise with other departments to stay updated on new marketing initiatives, product and service developments, and to ensure brand consistency.
2. Product rating and review
Review all review comments and manage moderation process working closely with legal and EA. Review reply drafts to engage with consumers and to show our appreciation to their contribution. Responsible for publishing all reviews to the website.
Instagram is one of the key platforms to reach out to new users outside of our database. Our objective is to commercialize our account to support sales incremental by creating more contents with CTA and driving LAS and LAU to both online and offline channels. Oversee social media contents by measuring the success of every social media campaigns with the agency. Clearly brief and provide direction to our social agency to ensure that they are clear on key objectives and strategies for output. You need deeper understanding of our business, internal communication guideline and the tobacco regulation.
Stay up to date with latest social media best practices and technologies.
Collaborate with other Digital teams, marketing team and offline channel team, etc.
Understand the groups of IQOS users and the topics discussed by using media listening techniques and tools.
Identify consumer’s pain points and/or business opportunities, and orchestrate internal feedback loop with the relevant stakeholders in order to keep improving our activities and communication.
Seek and define every opportunities for social lead generation through monitoring what consumers talk about IQOS. Work closely with PMI to enhance the capability for social listening tool.
Plan and execute UGC repurposing for across communication channels to create more relevant contents for consumers. Identify UGC that can be repurposed to serve our business objective, throughout our existing owned channels or using paid amplification. Work closely with Advertising and Experience teams to execute relevant UGC and paid amplification campaign in line with our regulatory framework.
Take a lead on NPS project for Digital and IT to help foster consumer centric mind for employees. Bring insights from earned media engagement and consumer NPS survey to improve our brand communication, UX/UI and to meet consumers' needs by taking actions based on voice of consumers. Partner with all functions to ensure we keep improving both brand NPS and channel NPS to retain consumers.
- University Degree
- Native fluency in Japanese (written business level) and English
- Proven background in community management, social content creation and social listening – gained within an agency or client side
- Knowledge of community management tools and listening solutions (e.g. Sprinklr)
- Experience working with cross-functional stakeholders from local and global teams.
- Good copywriting skills, strong understanding of community management systems and social listening techniques, ability to read and implement learnings from Google Analytics and other tools.
- Flexible and responsive attitude
- Experience in working with consumer data