Tokyo, Japan





Job ID


Position Title: Manager Consumer Engagement Marketing Organization Unit: Marketing Location: Tokyo Reporting Manager: Director Marketing Purpose of the Position: The Manager Consumer Engagement Marketing’s core purpose is to develop through content an ongoing and deepening relationship between consumers and PMJ RRP brands along the entire customer journey from Try to Advocate. Under the leadership of this role, program content will engage Legal Age Smokers (LAS) through their initial phases of converting from Combustible Cigarettes (CC) to IQOS. Once engaged, guide these new consumers to successfully onboard and convert fully to IQOS as well as retain, enhance and nurture their relationship through the loyalty program to strengthen brand meaning & differentiation as well as promote advocacy. Principal Accountabilities ? Owns the Omni channel acquisition & retention communication content strategy. ? Attribute to setting & achieving PMJ Legal Age Smokers (LAS) & Legal Age Users (LAU) acquisition and retention targets. Define and set targets for the communication & content engagement KPIs in partnership with the Consumer Experience & Digital teams to achieve PMJ acquisition and retention objectives. ? Partner cross-functionally with Consumer Experience, Digital, Commercial and cross- MK teams with Brand and Portfolio team to acquire and retain LAS, converting them to LAU along the customer journey through CRM Content management ? Work flow management for requesting, creating, editing, publishing, and retiring content on Consumer Engagement ? Working in collaboration with Consumer experience teams, responsible for improving perceived value of consumer programs through right content, right campaigns, cadence & targeting right consumer, to obtain consumer loyalty and advocacy ? Working in Collaboration with Digital team who are responsible to propose & decide on the right technology (AI, Chat bots etc.) / use of tools to disseminate the content & messaging, improving message uptake, consumer experience & loyalty. ? Develop content using global and local assets from Brand Comms as well as original content tailored for programs and CRM activities aligned with global brand guidelines ? Ensure all programs and loyalty components are insight based and data-driven in order to optimize contents and also constantly improve meaningful ways to engage and meet consumer needs. ? Contribute to prioritization of channel, media and touchpoint ? Communication and alignment across internal stakeholders as well as OC ? Assure risk management & compliance to brand, legal & Regulatory (TIOJ) requirements for all content ? Budget management ? Develop and enhance personalization to increase customer satisfaction and participation in CRM and also to improve conversion success among LAS via database analysis ? Develop CRM Loyalty Content campaigns, investigating, testing and scaling more robust and engaging loyalty activities and rewards through partnerships ? Determine opportunities to infuse appropriate social responsibility activities that would be motivating to consumer segments ? Through CRM Content management ? Improve perceived value of the Loyalty programs by optimizing contents and considering other options such as premium paid, etc ? Enhance emotional engagement among LAU ? Explore technology innovation to improve UX and efficiency via AI (chatbots, etc) ? Fine-tune programs particulars and offers based on demographics and psychographics ? Determine how best to optimize loyalty, advocacy and even LAS to LAU conversion Requirements Education/Language ? College/University degree, Post-grad (preferred). Hands-on experience most important ? Japanese - written & verbal: Fluent ? English - written & verbal: Fluent Work Experience ? 12-15 years’ experience in loyalty and CRM marketing activities in consumer goods industries or in agencies/consulting firms servicing consumer goods businesses ? Experience working in a matrix-style organization a nice to have but not mandatory ? Experience working global organization Competencies Critical Skills ? Very strong Learning mindset and capability ? Very strong analytical thinking ? Advanced leadership, Influencing / Interpersonal Skills ? Advanced Strategic Thinking Skills ? Advanced level of communication (verbal, written) ? High level consumer led creative thinking ? A balanced sensitivity and comfort level with data and content (creative) Competencies – Critical Behaviors ? Strong EQ and interpersonal skills in order to collaborate cross functionally, and across regions with multiple stakeholders ? An agile approach to project implementation and a mindset comfortable and capable to adapt quickly to evolving market conditions and consumer behavior Functional Competencies ? Deep digital marketing skills/experience including content understanding, development & analysis across POE ? A sound understanding of data analytics as applied to loyalty marketing ? Know how to utilize quantitative and qualitative research/consumer insights ? Demonstrated expertise in CRM/loyalty campaign/program planning and measurement ? Strong data-driven analytical skills as well as an affinity for conceptual/ideation work ? Experience in utilizing digital/non-digital content and how the two interact