Brand Manager, Cosmetics & Fragrances

Date: 28 Aug 2025

Location: Kuala Lumpur

Company: Shiseido

POSITION SUMMARY

As Brand Manager, Cosmetics & Fragrance, you are responsible for driving brand growth in Malaysia through strategic planning, digital media and ecommerce leadership. The role includes managing P&L, A&P budgets, and multi-channel distribution such as chain stores like Watsons, pharmacy, perfumeries, department stores and e-Commerce platforms, while negotiating with retailers for optimal brand visibility and commercial terms. You will also oversee sales forecasting, stock management, and team development to foster strong collaboration and growth while ensuring strong execution across retail, wholesale, and digital platforms.

KEY RESPONSIBILITIES

Strategy Development and Execution

Develop and execute comprehensive brand strategies that align with the company’s overarching business objectives. This includes setting clear goals for brand positioning, market penetration, and consumer engagement.
Analyze brand performance metrics to assess effectiveness and adjust strategies as needed, ensuring that brand equity and market share are continually enhanced.

Develop and execute business strategies to drive strong growth across all brands and all channels.

Identify, assess and recommend new business opportunities and new channel of distribution.

Lead marketing, commercial and digital media strategies to boost demand, brand awareness, and visibility across platforms and channels.
Drive the e-Commerce strategy and lead the e-Commerce business, ensuring strong performance across digital platforms.

Brand Management

Consider global brand objectives to set challenging yet attainable brand sales and profit goals.
Consider global brand guidelines and offerings to develop marketing and sales strategies to maximize sell-through and create brand loyalty with the local diverse consumers.

Oversee the entire product lifecycle, from launch through growth, maturity, and potential phase-out. Regularly assess product performance to develop assortment strategy that meets consumer reception within the diverse channel mix.
Implement changes based on consumer feedback, sales data, and market trends to enhance product offerings and address any issues that arise.
Highly involved in monthly Sales & Operations Planning (S&OP) working alongside Demand & Supply Planners, Sales and Business Controlling teams.
Lead the marketing and sales teams to design and implement impactful marketing campaigns that drive brand awareness and sales across multiple channels, including (but not limited to) e-Commerce, free standing stores, department stores, specialty multi and modern trade channels.

Communicates proposed deviations from global marketing guidelines and offerings to Regional Brand for alignment.

Utilize consumer insights and analytics to refine marketing strategies, ensuring campaigns are targeted and effective.
Leads team to develop trade presentations and strong sell-through systems.

Develop plans for Training, Merchandizing, Store Design, and PR
Conducts post launch evaluation analysis of major programs.

Cross-functional Collaboration and Relationship Management

Drive strategic partnerships with retailers, media, and internal/external stakeholders.
Lead retailer negotiations and JBPs to secure optimal terms, placements, and promotional opportunities.
Collaborate closely with cross-functional teams to ensure alignment and execution of brand initiatives.

Sales, Forecasting, and Financial Management

Manage stock levels and forecasting to meet demand and minimize excess.
Achieve monthly and annual sales and profit targets.
Lead P&L management for each brand, ensuring profitability and cost control.
Monitor and optimize A&P spend to support brand growth and financial objectives.
Oversee multi-channel distribution strategies, ensuring growth across retail, wholesale, and digital channels.
Actively support and develop the retail team to drive in-store performance.

Team Leadership

Lead, mentor, and develop a high-performing team, fostering a collaborative environment that encourages creativity, accountability, and professional growth.

Establishes high workplace operating standards and values.
Provides coaching, constructive feedback, development opportunities, and recognition to direct reports and key distributor personnel as appropriate.

Implement training and development initiatives to enhance team skills and align with industry best practices.

QUALIFICATION, SKILLS, AND EXPERIENCE

Minimum Bachelor’s Degree in Business Management or related field.

Minimum 6 years in Cosmetic and/or FMCG industry in a brand management position.

Sound financial acumen in understanding of financial principles and budgeting.
An experienced sales and marketing individual with sound knowledge of sales strategies, market & consumer analysis, and marketing trends.
Good negotiation skills with proficiency in negotiating contracts and agreements.
Analytical mindset and good problem-solving skills to make data-driven decision.
Agile and adaptable individual with the ability to navigate change and drive growth in a dynamic environment.
Performance driven individual familiar with key performance indicators (KPIs) to assess business performance.
Strong networking skills with the ability to build relationships within and outside the organization to foster partnerships and business opportunities.