Be a part of a revolutionary change
At PMI, we’ve chosen to do something incredible.
With huge change, comes huge opportunity. So, wherever you join us, you’ll enjoy the freedom to dream up and deliver, better, brighter solutions in a space that allows you to move your career forward in endlessly different directions.
The Smoke Free Product function is undergoing a critical overhaul as we look to transform into an agile, consumer-centric business that harnesses technological innovation to deliver smarter, science-backed alternatives to millions of adults around the world who would otherwise continue to smoke.
It is only by focusing on our strategic priorities and the right organization that we are fully enabled to deliver what matters the most for our consumers along their journey toward better alternatives to cigarettes - a smoke-free future.
Here, you can make a difference. You can craft the consumer journey, from discovery and acquisition through to conversion and loyalty. And you can watch your efforts lead to meaningful change for the benefit of adult smokers on their way to better alternatives.
You’ll develop your skills; collaborating across functions, markets and regions. If you want to play a part in driving one of the biggest societal changes of our time, there’s no better place!
For our Consumer Programs team we are looking for a Manager Audience Management in London.
As we accelerate our journey, the Audience team’s mission is to deeply understand our prospects and consumers' needs and fulfill them better than anyone else. This team will be acting as the cohesive force that underpins PMI’s consumer-centric, data-driven strategy. You'll be working together with a mix of talents in data, analytics, science, technology, marketing and media. You’ll constantly look for effectiveness, efficiencies and big wins: What can we do better? Where can we scale?
You will oversee all audience management operational activities in the markets aiming to drive acquisition and conversion. As a hub manager, you will work closely with Central Operations (OC) on strategy application and with markets and the rest of the hubs to help activate and evangelize customer segmentation via chosen technology platforms, create experiment frameworks, analyze results, and structure programs covering a wide variety of customer-facing channels and touch points (paid, earned, and owned online and offline channels). You will provide analysis to devise new ways to tap into consumer data in order to fuel the broader data driven consumer acquisition. You review briefs to come with data-driven audience segmentation and targeting strategies and will activate these in the DMP, working closely with global media agency and partners.
You will:
- Thoroughly understand our proprietary audience solutions and native audience targeting capabilities platforms offer and be able to explain the concept/train a wide audience with different levels of understanding.
- Gain a deep understanding of the prospective and existing consumers in order to implement targeting strategies using the Global Segmentation Framework while taking into account local market nuances
- Create effective segmentation and personalization for both prospective and existing consumers and leverage data for decision making and storytelling by using tools such as Treasure Data, Salesforce DMP, Google Analytics, and others
- Enable efficient lead scoring, campaign tracking, lead management, database health, targeting, segmentation strategies, and alignment with sales initiatives
- Identify and analyze different audiences for website per market that can be used for personalization activities
- Summarize and document audience segment findings and insights to continuously improve targeting efforts
- Run test results, provide insights and actively find optimization opportunities for targeting and retargeting strategies and make recommendations for audiences based on existing campaigns and analytics findings
- Develop best methodologies for audiences sizing, characteristics and ability to apply demographic, psychographic, and behavioral data insights to audience segments, cross channels
- Continuously identify, assess, and prioritize audience opportunities and identify best channels & markets for testing and aid content & media team to design the most effective targeting solution
- Contribute to local partnership and vendor selections by sharing hub/markets needs and inputs with OC dedicated teams
We’re looking for someone with:
- Bachelor’s degree in Marketing, Business Management, Mathematics, Statistics, Economics, or related field
- Demonstrated excellence in conceptual thinking and analytical problem-solving. You must love data, and should constantly be asking the question "why?"
- Strong experience with DMP platforms and audience segments
- Expertise in digital advertising and website personalization
- The desire and ability to take a stand and advocate a course of action, presenting supporting facts and data to back up your position
- An understanding of databases and data modelling e.g. Oracle, Microsoft SQL Server, MySQL a plus
- Experimentation experience in the form of A/B, multi-variate testing a plus
- Self-starter, exhibiting great enthusiasm in moving initiatives forward across multiple teams
- Knowledge of CDP platforms a plus
What we offer:
Our success depends on the people 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.
PMI is an Equal Opportunity Employer
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