Digital Senior Specialist - Audience Lead

Philip Morris International; Kraków; Hybrid; PLN 142,000 - 170,000; Full time

Benefits offered by this job

Private medical and dental care

Life insurance

Hybrid work model and flexible working

Employee pension plan

Subsidized meals

Multisport & Cafeteria program

Training and language learning support

Bike and car park for employees

Job summary

Philip Morris International seeks a Senior Digital Specialist to lead multicategory audience segmentation, data analysis, and insights across owned and paid channels. You will shape segmentation strategies, manage data, and support automated communications to improve engagement and business performance.

The role requires strong SQL, Python, or KNIME skills, experience in customer segmentation and marketing operations, and familiarity with CRM platforms and dashboards like Power BI or Tableau.

Qualifications

• Strong proficiency in SQL, Python, and KNIME for data manipulation and analysis.
• Experience with consumer segmentation, digital marketing operations, and digital performance reporting.
• Familiarity with CRM platforms, marketing automation tools, and data visualisation dashboards (Power BI, Tableau).
• Excellent analytical and problem-solving skills with the ability to translate data into actionable insights.
• Strong communication, stakeholder management and collaboration skills to work cross-functionally with CX, D&A, and category teams.
• Ability to translate complex data into clear, actionable insights for non-technical stakeholders.
• Preferred Qualifications: 4+ years in a digital analytics or audience strategy role.
• Understanding of GDPR and data privacy best practices.

Responsibilities

• Design and maintain multicategory segmentation strategies in collaboration with the Data & Analytics and Digital teams.
• Support the evolution of segmentation models and consumer segment flagging across SFP and CC audiences.
• Ensure compliance of consumer databases with the latest marketing codes and legal requirements, including fraud checks, deduplication, and housekeeping rules.
• Write and maintain scripts (SQL, Python, KNIME) to extract, clean, and analyse raw consumer data.
• Leverage existing dashboards to interpret performance trends and identify optimisation opportunities.
• Deliver monthly and ad hoc reports on consumer engagement, active rates, and database evolution.
• Collaborate with different Digital Marketing Leads to align reporting cadence and KPIs with campaign objectives.
• Partner with the Digital Marketing Leads to define and implement automated triggers and journeys.
• Create, maintain, and optimize customer segments to meet market requirements and support business operations across Club, NBA, CRM, web promotions, and related marketing programs.
• Act as a bridge to ensure consistent audience definitions and targeting strategies across platforms.
• Support various digital marketing initiatives by collaborating with Digital Marketing Leads to understand targeting and create an overview of consumers from owned databases and media.

Skills

SQL

Python

KNIME

Consumer segmentation

Marketing ops

Performance reporting

CRM platforms

Marketing automation

Power BI

Tableau

Analytical skills

Problem solving

Data-driven insights

Communication

Stakeholder mgmt

Cross-functional

Collaboration

Data storytelling

Job description

MAKE HISTORY WITH US!

At PMI, we’ve chosen to do something incredible. We’re totally transforming our business and building our future on smoke-free products with the power to deliver a smoke-free future.

With huge change, comes huge opportunity. So, wherever you join us, you’ll enjoy the freedom to dream up and deliver better, brighter solutions and you will have the space to move your career forward in many different areas/directions.

JOIN US!

As the Senior Digital Specialist you will act as a Digital Audience Lead to help shape how we understand and activate our audiences across owned and paid channels, ensuring data-driven decisions that improve consumer engagement, retention, and business performance. You will be responsible for driving segmentation strategy, managing and analyzing raw consumer data, and supporting automated communications initiatives. You will play a critical role in ensuring the operational integrity of our consumer databases and in delivering actionable insights that shape our multicategory engagement strategy across SFP and CC audiences.

WHAT IS NEEDED TO SUCCEED IN THIS ROLE?

• Strong proficiency in SQL, Python, and/or KNIME for data manipulation and analysis
• Experience with consumer segmentation, digital marketing operations, and digital performance reporting
• Familiarity with CRM platforms, marketing automation tools, and data visualisation dashboards (e.g., Power BI, Tableau)
• Excellent analytical and problem-solving skills with the ability to translate data into actionable insights
• Strong communication, stakeholder management and collaboration skills to work cross-functionally with CX, D&A, and category teams
• Ability to translate complex data into clear, actionable insights for non-technical stakeholders

Preferred Qualifications

• 4+ years in a digital analytics or audience strategy role
• Understanding of GDPR and data privacy best practices

WHAT WE OFFER YOU?

• In this position you will earn no less than 14000 PLN gross monthly
• Private medical and dental care, life insurance
• Hybrid model of work and flexible working arrangements (40% of office work and 60% of home office / month)
• Employee pension plan
• Subsidized meals, Multisport & Cafeteria program
• Wide range of training, language learning platform, further education and professional qualification support possibility
• Free bike and car park for all employees

HOW CAN YOU MAKE HISTORY WITH US?

• Design and maintain multicategory segmentation strategies in collaboration with the Data & Analytics and Digital teams
• Support the evolution of segmentation models and consumer segment flagging across SFP and CC audiences
• Ensure compliance of consumer databases with the latest marketing codes and legal requirements, including fraud checks, deduplication, and housekeeping rules
• Write and maintain scripts (SQL, Python, KNIME) to extract, clean, and analyse raw consumer data
• Leverage existing dashboards to interpret performance trends and identify optimisation opportunities
• Deliver monthly and ad hoc reports on consumer engagement, active rates, and database evolution
• Collaborate with different Digital Marketing Leads to align reporting cadence and KPIs with campaign objectives
• Partner with the Digital Marketing Leads to define and implement automated triggers and journeys
• Create, maintain, and optimize customer segments to meet market requirements and support business operations across Club, NBA, CRM, web promotions, and related marketing programs
• Act as a bridge to ensure consistent audience definitions and targeting strategies across platforms
• Support various digital marketing initiatives by collaborating with Digital Marketing Leads to understand targeting and create an overview of consumers from owned databases and media

At PMI we run the business in line with ethical principles and encourage SpeakUp culture. We care for equal chances and fair treatment. If you find anything that violates these principles in this job offer or the recruitment process, you may contact our Ethics and Compliance Team at [e-mail]. Read more about Ethics&Compliance at PMI – here.