Lead Digital Loyalty Orchestration
Philip Morris International
Tokyo, Japan
6 日前

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 the Digital Loyalty manager, the Lead, Digital Loyalty Orchestration is responsible for increasing customer retention rates and lifetime value, through deployment of data driven, multi-channel marketing strategies and communications.

    Responsible for implementing relationship programmes that deliver world class customer experience whilst maximizing opportunities to drive sales across our E-Commerce websites and in-store, by increasing frequency of purchase and triggering referral behavior.

    Principal AccountabilitiesAccountability 1 : Plan, develop and deliver communications to our existing and identified IQOS DB members throughout the different channels available, including but not limited to direct email, LINE direct messages and Instagram communications to improve engagement and contribute to our retention targets by driving revenue targets, frequency of purchase, higher NPS and advocacy / referall.

    Provide necessary support to ensure targeted and personalized communications are delivered to the correct target audience, via the right channel to increase relevancy and maximize response rate.

    Accountability 2 : Support the definition and creation of processes and procdedured related to direct communication activties ensuring accurate and timely implementation.

    Build and maintain close relationships with other marketing, commercial and operational functions to ensure accuracy in the set up and monitoring of digital promotions and campaigns.

    Accountability 3 : Support the orchestration manager as SME to plan with Activator, Avertising and experience teams new strategy to enhance the IQOS DB members journeys and experience - personalization, targeting, templates - and adapt to all campaigns and communications.

    Accountability 4 : Support the orchestration manager in the delivery of campaigns capabilities needed to achieve our overall digital strategy, programmes, and commercial objectives - create digital brief for digital assets, define communication sequencing for campaigns, define A / B testing plan, drive third party vendors on daily basis, manage outbound communication implementation backlog.

    Accountability 5Bring insights from earned media engagement to drive targeting optimization, content optimization, reporting and consumer insight.

    Support the orchestration manager to propose an optimal design and functionality aligned to and reflective of our brand, commercial and digital objectives.

    Accountability 6Embed 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.

    RequirementsWork Experience : A proven background managing digital CRM programmes and platforms in earned digital media channels / content / loyalty & retention / advocacy & referral - gained within an agency or client side.

    Previously worked in a digital department, managed and ran social advertising and content promotion content on digital relationships, delivering at least 50% Digital.

    Demonstrable knowledge and experience delivering digital implementation and innovation in Digital Earned Media, including eCRM, Advocacy, Referral.

    A more digital-oriented planning skills alongside the core craft eg content planning. Others : skills / function specifics : Good copywriting skills.

    Strong understanding of Line platform, ability to read and implement learnings from Google Analytics and other tools, Flexible and responsive attitude Ability to be able to report and take learnings from email activity on an on-going basis Experience in working with consumer data.

    Coaching of colleagues in and outside of the direct team


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