Position Title:  Lead Digital Experience SEO & Content

PURPOSE OF THE POSITION: Delivering a Smoke Free Future!

Philip Morris is leading the transformation of our industry with Reduced Risk Products.

We’re totally transforming our business and building our future on smoke-free products with the power to improve the lives of a billion smokers worldwide. 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, 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 programme. Reporting the Head of Digital Experience, the Lead Digital Experience SEO & Content is responsible for planning and execution of all Digital Owned Media contents. This includes commercial and consumer experience content for eCommerce, our brand and corporate Websites, Loyalty web site, Mobile Sites, Digital Experience in Stores, Owned social media and chat, Digital content in owned channels, SEO and Testing. The Lead Digital Experience SEO & Content also:

• Constantly oversees ways to improve our content to encourage more visitors to find, explore, experience, and buy.
• Delivers our Smoke Free Future, Reduced Risk Products, Conventional Products (where appropriate) and corporate positioning.
• Works with Marketing & External Affairs functions for the development of all Digital content across Digital Owned Media (Visual Design, Copy, Video, Interactives) and Ecommerce & Experience Design team for user experience.
• Inspires innovation across our Owned Media activities, support Digital Creative Agency relationships and deliver reporting, analytics, insight and optimization plan across all owned media.

ACCOUNTABILITIES

ACCOUNTABILITY 1

Develop, manage, enhance, and deliver content for all digital owned media channels experiences, including but not limited to web, mobile, ecommerce, SEO, owned social, digital shopper and digital out of home - which constitute all our digital destinations and capabilities.

Leverage expertise in information architecture, Digital Content (in partnership with Marketing), Service Design (in partnership with Consumer Platforms & Delivery team), Development (with support from our digital agencies), Testing, Deployment and Measurement / Insight / Reporting. Display and utilize a strong understanding of importance of personalization, programmable owned media, and performance marketing.

ACCOUNTABILITY 2

Partner with other digital marketing leads within Digital, IT and Marketing to deliver tactical initiatives through Digital Owned Media, in support of the business' digital strategy and commercial objectives. Collaborate closely with the Ecommerce and Digital Experience Design team to plan, develop and deploy the right messages to our target audience across our own digital assets. Deliver audience understanding and engagement of our Reduced Risk Product category, Smoke Free Future agenda, IQOS products and retailer engagement.

ACCOUNTABILITY 3

As an experienced digital media subject matter expert, drive SEO performance and consideration of our products, services, and mission through the effective delivery of content in Digital Owned Media. This includes organic search optimization and ROI maximization; conducting research to guide content teams; development and optimization of high engagement contents for our digital owned assets; review and analysis of traffic, issues and other SEO aspects and recommend solutions; working with advertising teams to optimize campaigns. Keep abreast of SEO and digital integrated marketing trends. Collaborate with peers and colleagues to become disruptive innovators. Engage with digital partners and suppliers to support our goals.

ACCOUNTABILITY 4

Support all members of the SEO and Digital Experience Content team, to assist in delivery of the campaigns and capabilities needed to satisfy our overall digital strategy, programme and commercial objectives. Ensure the SEO and Digital Experience 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.

ACCOUNTABILITY 5

Support manager to work with the Digital global SEO team and other Global functions to deploy global assets locally, as well as brief local needs and share locally envisaged campaigns and assets with 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.

ACCOUNTABILITY 6

Execute new ways of working in partnership with other functions to ensure all new programme and projects follow a structured methodology. The purpose of being to effectively discover, define, design, deliver, deploy and create data to power insight and optimisation for our digital owned media activities.

ACCOUNTABILITY 7

Plan and deliver always on enhancement and optimisation, and promotional programme 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 5 years or more of experience as SEO Manager, SEM Manager or similar role, planning and executing on a successful SEO or content strategy, web analytics, CMS within an agency or client side.
• Demonstrable knowledge and experience of planning and delivering contents strategy to achieve great user experience and innovation in Digital Owned Media.
• A strategic and implementation knowledge of digital owned 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 SEO strategy in a Japanese market
• Knowledge of standard and current SEO & Content practices, strong expertise in A/B and other testing methods, Knowledge of research principles and methods and experience in analyzing data and reporting on it.
• Ideally knowledge of HTML/CSS, and SEO techniques. Familiarity with relevant tools and web analytics tools (e.g. Google Analytics, Web Trends), Excellent communication skills, strong organizational and leadership skills, Analytical mindset with numerical aptitude.

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.