Tokyo, Japan





Job ID


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 Loyalty, the Manager Digital Loyalty Content is responsible for thinking creatively, planning and developing contents and assets aligned with our Loyalty strategy, the target audience(s) and the delivery platform / formats. This includes one to one targeted & personalized communications, one to many communications and overall communications strategies, to drive loyalty, advocacy and higher NPS. Principal Accountabilities - Plan, develop, manage, enhance, and deliver contents strategy for all digital earned media channels, for direct communication to our DB members including but not limited to emails, LINE, Instagram, and group communications to our IQOS users in social platforms, blogs, review sites, etc. Leverage on expertise in one-to-one and one-to-many engagement to plan, develop test, deploy, measure / report and optimize Loyalty digital contents (in partnership with relevant stakeholders). Display and utilize strong understanding of importance of personalization and A/B testing. - Partner with other digital marketing leads within Digital & IS department to deliver tactical initiatives through Digital Earned Media, in support of the business' digital strategy and commercial objectives. 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. - As an experienced earned media subject matter expert, drive retention, advocacy, consumer satisfaction through the effective planning, development and delivery of contents in Digital Earned Media. This includes direct messages delivery, optimization and ROI maximization; conducting research to guide content teams; development and optimization of high engagement contents for our digital earned assets; review and analysis of traffic, working with advertising and experience teams to optimize campaigns and communications. Inspire peers and colleagues to become disruptive innovators. Engage with digital partners and suppliers to achieve our goals. - Manage and mentor all members of the Digital Loyalty Content team, to ensure they deliver the communications and capabilities needed to satisfy our overall digital strategy, program and commercial objectives. Ensure the Digital Loyalty Content team has, 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. - Work with the Digital global Community Management team and other Global functions to deploy global assets locally, as well as brief local needs and share locally envisaged campaigns and assets to global teams. Work across other parts of the global team including IS, RRP, Brand and Marketing to ensure sharing of digital owned 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 for our digital owned media activities. - Plan and deliver always on enhancement and optimization, and promotional programs and campaigns, across all our owned media. Working in partnership with all Digital and IS functions to ensure a combination of design, content and functionality. Requirements - Proven 6 years or more of experience as Community Manager, eCRM Manager, planning and implementing a successful Loyalty strategy, within an agency or client side. Demonstrable knowledge and experience of planning and delivering contents strategy to achieve high engagement, great user experience and innovation in Digital Earned Media. - A strategic and implementation knowledge of digital earned media channels and technologies. Must be able to demonstrate delivering projects in each of these areas. - Proven experience as brand and/or marketing copywriter, producing copy for digital channels and/or targeted digital communications. - Advanced knowledge of standard and current digital communication practices, strong expertise in A/B and other testing methods, In-depth knowledge of research principles and methods and experience in analyzing data, - Knowledge of HTML/CSS. Familiarity with web analytics tools (e.g. Google Analytics, WebTrends) - Excellent communication skills, Strong organizational and leadership skills, Analytical mindset with numerical aptitude 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