Tokyo, Japan





Job ID


The Role 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 expereinces. This team is helping to establish our modern communications vision, and lead the execution of new projects, capabilities and programmes. Reporting to the Head of Digital Advertising, the Mgr. Digital Adverstising Content is responsible for thinking creatively and developing paid media contents and assets aligned with our marketing campaigns strategy, the target audience(s) and the delivery platform / formats. This includes awareness strategy, planning & buying and creative, integrated communications and digital strategies, to drive acquisition, retargeting, and brand/product/campaign awareness. ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned. Accountability 1 Responsible for business interface, planning and delivery, in partnership with the other Digtal departments, of the strategy of our communication and creatives development, through Digital Paid media. This includes: developing and managing effective integrated paid media content plans (in partnership with Marketing); developing attractive assets and messages based on media placement; maintaining assets and comprehensive reporting for each campaign; staying apprised of industry standards, new media programs/opportunities and able to advise on new ways to communicate. Develops communications plans, including but not limited to display, social, search, mobile, video, innovation, digital influencers, DOOH, performance media, amplification, undertakes research and analyse data using specialist industry resources, understands target audiences and analyse their characteristics, behaviour and media habits, recommends the most appropriate types of media to use, develops assets for dynamic ads distribution, proofreads advertisement content before release, optimizes messaging and targeting in collaboration with Media Planning and Buying team / agencies partners. Be a catalyst to deliver our digital objectives across targeted PMI audience - consumers, retailers, corporate affairs, talent and internal. Accountability 2 Employ critical thinking when investigating and analyzing relevant research information and evaluating and presenting communication opportunities that will impact on business' digital strategies and objectives. Works closely with the Digital Activation team to understand the business objectives of each initiative, and define the communication strategy collaborating with the Media Planning and Buying team / creative agencies. 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. Accountability 3 Drive activation of our consumers and other audiences through the effective and innovative delivery of relevant contents via digital paid media. As a digital media subject matter expert, provide communication effectiveness reports, and recommend optimizations when appropriate to improve media performance. Inspire peers and colleagues to become disruptive innovators. Accountability 4 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, programme and commercial objectives. Work closely with teams througho ut Legal and Compliance to ensure good work/practice is put in place, highlighted, shared, understood and followed. Accountability 5 Facilitate close communication and alignment with the Global Digital Team and other Global functions for local deployment of global digital paid assets, and sharing of market requirements and locally envisaged campaigns and assets to global teams. Work across other global teams including Communication, IS, and Science & Innovation to ensure sharing and alignment of digital media learnings, assets, and capabilities. Accountability 6 Ensure all programmes, projects, and campaigns effectively discover, define, design, deliver, deploy and create data to power insight and optimization, for continuous learning and improvement. Accountability 7 Guarantee delivery of new programmes, 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. QUALIFICATIONS Work experience Proven 5 years or more of experience as a creative / copywriter for online paid media campaign creative development in a media agency, working on marketing campaigns for FMCG brand or other category, with demonstrable knowledge and understanding of digital media planning and buying, including technical details related to contents development (format / dynamic contents), and experience in all steps of the media planning process, across a variety of industries Strategic thinking, introduction of innovative ideas/techniques, insightful analysis WHAT WE OFFER Our success depends on the men and women who come to work every single day with a sense of purpose and an appetite for progress. Join PMI and you too can: • Seize the freedom to define your future and ours – we’ll empower you to take risks, experiment and explore • Be part of an inclusive, diverse culture, where everyone’s contribution is respected; collaborate with some of the world’s best people and feel like you belong • Pursue your ambitions and develop your skills with a global business – our staggering size and scale provides endless opportunities to progress • Take pride in delivering our promise to society: to improve the lives of a billion smokers JOIN A GLOBAL MARKET LEADER PMI is the world’s leading international tobacco company, with six of the world's top 15 international brands and products sold in more than 180 markets. In addition to the manufacture and sale of cigarettes, including the number one global cigarette brand, and other tobacco products, PMI is engaged in the development and commercialization of Reduced-Risk Products (“RRPs”). RRPs is the term we use to refer to products that present, are likely to present, or have the potential to present less risk of harm to smokers who switch to these products versus continued smoking. We have a range of RRPs in various stages of development, scientific assessment and commercialization. Because our RRPs do not burn tobacco, they produce far lower quantities of harmful and potentially harmful compounds than found in cigarette smoke. For more information, see and PMI is an Equal Opportunity Employer.