Digital Analytics Lead

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 programmes. Reporting to Manager, Digital Analytics, the Digital Analytics Lead is responsible for the management and output of the Digital projects that have been assigned. Acting as Digital Business partner, the Digital Analytics Lead is responsible for: • Planning, handling, verifying and building processes around tagging, tracking and reporting of all Digital Projects for Digital POE Medias, as well as any offline activity that drives traffic to Digital Premises and that will need to be tagged and tracked. • Creation and delivery of Tagging plans, tracking parameters (UTM Trackers) for all Digital Projects for all Digital POE Medias as well as offline activities that are sending traffic to Digital Premises. • Creation of Dashboards and Automated Data Pipelines to allow for quick reporting and Insight generation activities. • Verify and validate all tagging and tracking activities for PMJ when it touches any Digital Premises for all Digital Media Streams as well as offline medias. • Provide support to Manager, Digital Analytics in delivering reports, analysis and dashboards when needed. • Handle all interactions with External Suppliers for technical and insight-generation work, effectively interfacing with internal stakeholders. ACCOUNTABILITIES Accountability 1 Responsible for business interface and defining, in partnership with the other stakeholders, the overall tracking and tagging plans for our digital programmes, projects and capabilities, delivered through Digital POE media. Drive execution of these tagging plans and tracking parameters within digital channels, which include but are not limited to: • digital paid (advertising) media - display, social, search, mobile, video, innovation), digital influencers, DOOH, digital paid performance, data and optimisation • digital owned (experience) media - web, mobile, ecommerce, SEO, owned social, digital shopper and digital out of home, destination traffic / performance optimisation and analytics • digital earned (loyalty) media - RM, social advocacy, listening, community management, optimisation and reporting. Be a catalyst to deliver our digital reports and tracking best practices across targeted PMI audience. Accountability 2 Lead tactical activities that deliver the business tracking and reporting objectives across all digital media. Present critical and tactical thinking when recommending digital tagging and tracking to report on the business' commercial objectives in agreement with relevant stakeholders. Accountability 3 Lead Insight Generation sessions together with Internal Stakeholders such as but not limited to Digital, Marketing, CX or Commercial Operations. Accountability 4 Share and connect with all members of the Digital Performance department, to ensure integrated digital reporting, programme and commercial objectives. Accountability 5 Collaborate with the Digital Team and other Global functions for local deployment of global digital POE tagging and tracking and sharing of PMJ's digital needs and locally envisaged campaigns and assets to global teams for alignment. Work with functions to ensure sharing of digital media learnings, consumer insights, to both report on and inform optimisation for digital media campaigns. Accountability 6 Embed new ways of working in partnership with other functions to ensure all new programmes and projects follow a structured methodology. Purpose being to effectively discover, define, design, deliver, deploy and create data to power insight and optimisation. Accountability 7 Deliver always on enhancement and optimisation, as well as whole new reports and dashboards, across all our digital media. Working in partnership with all functions to ensure a cohesive and comprehensive approach to tagging, tracking, the impacts of unaligned tracking in reports and activities analysis. REQUIREMENTS Work Experience • A proven background working on digital programmes and platforms in digital channels gained within an agency or client side. Previously worked as part of a digital department with at least 3 years of experience working in Digital Creative and/or Digital Media agencies and/or client-side digital experience. • Demonstrable knowledge of a combination of data, reporting visualization and reporting and presentation. • Understanding of the importance of Data Management, Technology, Digital Insight, Business Analysis and User Experience Architecture. A strategic and implementation knowledge of digital reporting and tracking. • Understanding and demonstrable experience across a combination of integrated digital consumer journey design, web and mobile site strategy / delivery, creativity and content, Digital Owned Innovation, CMS, and analytics. Digital Media Strategy, Planning & Buying. Digital Media Performance, Social Media Influencers, Advocacy and Relationship Management experience. Worked in partnership with Digital agency to define, design and deliver large scale consumer goods or similar digital campaigns. Core understanding of audience activation and engagement, digital experience design and strategy. 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 www.pmi.com and www.pmiscience.com. PMJ is an Equal Opportunity Employer. #LI-WA1 #LI-DNP #LI-DNI