Brand Manager, Zadig & Voltaire, Serge Lutens and Tory Burch

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Date: 08-Jan-2023

Location: London, LND, GB

Company: Shiseido

MISSION

 

As Brand Manager you will help drive the marketing and brand strategy for Zadig & Voltaire and Serge Lutens businesses and plan and implement the launch of Tory Burch in the UK, making sure all the parties are aligned and working towards the same goals; to achieve annual sales and profit targets.

 

ABOUT SHISEIDO GROUP

 

Founded in 1872 in Japan, Shiseido is one of the top leading cosmetics companies in the world and aims to inspire a life of beauty and culture. Operating in about 120 countries with 45 000 employees and 70 nationalities, Shiseido offers a unique selection of skin care, makeup and fragrance resulting in over 1 trillion yen of net sales in 2017. Thanks to 149 years of heritage, Shiseido constantly creates high-quality, highly functional, safe and innovative cosmetics and develop brands deeply loved by people from all over the world.

 

Shiseido UK & Ireland is currently the largest affiliate in the EMEA region with a diverse portfolio of 11 brands in the UK across all categories. Supporting our One Shiseido Mission, Beauty Innovations for a Better World, Shiseido UK & Ireland has committed to a vision which will be delivered through 4 strategic streams:

1.              Create a great place to work in Beauty

2.             Customer driven focus to meet and exceed expectations

3.             Champion Omni-channel through a seamless offering across all customer touchpoints

4.             Deliver sustainable growth and profitability of our brands

 

Our first strength is make-up with our market share at number 4 in the UK with NARS. We are also growing fast in fragrance with brands such as Issey Miyake and Narciso Rodriguez as well as winning market share in Skincare with Shiseido and the recently spectacular launch of Clé de Peau Beauté in Harrods.  Drunk Elephant joined our portfolio in 2021 supporting our ambition and objective to be the Top5 Beauty Group in the UK.  Our clients include high-street retailers such as Department Stores, drugstores & chains as well as online pure players and specialty stores. We also have 8 boutiques and 3 direct e-commerce websites.

 

 

ABOUT DESIGNER FRAGRANCES

 

Shiseido Group’s fragrance brands are a collection of luxurious and exciting fragrance brands, which are amongst the leaders in the UK market. From the edgy Zadig&Voltaire to the sensual and effortless delicacy of Narciso Rodriguez; and the intriguing mix of natural and sophistication in Issey Miyake. In selected distribution, we also have the unique collection from the extraordinary perfumer, Serge Lutens and more to come to the market.

 

 

ORGANISATION

 

Reports to: Marketing Director

Manages: Shared Marketing Coordinator and Intern

(Marketing Coordinator dotted lines to BM, Intern directly reposting to the BM)

Job Location: London (3 days min. in the office)

Contract type: Permanent

 

MAIN RESPONSIBILITIES

 

BRAND MANAGEMENT

  • Be the local Brand Ambassador for ZV, SL and TB in the UK and become the key local contact liaising with Regional and HQ to ensure that Global Brand vision/strategy and launches are clearly communicated and implemented and in line with UK Business strategy.
  • Collaborate with and influence RHQ Marketing teams proactively to pre-empt UK marketing requirements.
  • Influence where possible aspects of the creative process, including: strategy, campaign and POSM development with customer insights
  • Ensure consistency of brand standards across all marketing platforms
  • Ensure that all launches and activities are managed and implemented within the budget and targeted to achieve measurable ROI

 

UK NATIONAL MARKETING PLANS

  • Work with Marketing Director to translate EMEA strategy into an actionable marketing plan for the UK
  • Develop a launch strategy plan by retailer in liaison with the Commercial team to maximise every business opportunity
  • Identify local market needs and develop local activations in collaboration with National Account Managers to maximise every commercial opportunity and support brand growth
  • Understand trade customer requirements to maximise when possible brand inclusion in their activities and work with NAMs to ensure that exclusives and promotional offers are in place to drive sales at key trading periods.

 

MEDIA

  • Work with Marketing Director to manage the media budget and define and execute the media plan with the Regional stakeholders and the Media agency.

 

FORECASTING & STOCK MANAGEMENT

  • Provide detailed insight and forecasting benchmarks to aid thorough newness forecasting via knowledge of retail performance, product performance, NPD data, competitor ranking and UK consumer insights.
  • Manage POSM forecast to be done within the allocated agreed budget
  • Oversee the Trade Marketing sampling forecast and planning of allocation in collaboration with NAMs
  • Ensure that all basic catalogue forecasts (both saleable and testers) are updated based on business needs, anticipated marketing initiatives, new openings and retailer-specific activations in liaison with the UK Commercial team and European Logistics team
  • Make sure that the pre-series needs are accounted for, and oversee the forecast for all elements of merchandising managed by the Visual Merchandising team and the UK PR team.

 

MERCHANDISING

  • Work with the Visual Merchandising team in the development and implementation of local initiatives such as new counter design, counter updates for launches or any retailers’ animation sites, window displays, counter decoration, display units, etc.

 

PRICING & COMPETITION

  • Monitor pricing strategies across the industry and oversee the yearly pricing review for the UK & Ireland inducing pricing recommendation for newness
  • Coordinate a competitor tracking system that covers marketing, events, online strategy and PR to ensure we keep track of competitor activities and launch plans.

 

ANALYSIS AND REPORTING

  • Continuously keep track and analyse the UK ROI on local initiatives and launches and build following decisions according to insights in order to grow the business
  • Report back to EMEA with analysis to aid total EMEA reporting back to the business
  • Coordinate with the Marketing Coordinator and intern the NPD monthly reports, as well as ongoing competitor analysis to identify areas of opportunity within the business.

 

PROFILE, SKILLS AND EXPERIENCE REQUIRED

  • Relevant experience in marketing with strong career progression; preferably within beauty
  • Charismatic, team worker, passionate and driven personality with excellent communication and presentation skills and a strong commercial acumen
  • Ability to influence and negotiate at all levels
  • Resourceful and generous with their dedication, passion and energy
  • Self-starter and positive spirit with great ability to influence and negotiate
  • Ability to multitask, work at pace and with ambiguity
  • Extremely high degree of attention to detail and organisation
  • Excellent English, written and spoken
  • Advanced knowledge of Microsoft Office (PowerPoint, Excel, Word)
  • University degree
  • Alignment with the group’s « Trust8 » working principles: Think Big, Take Risks, Hands on, Collaborate, Be Open, Act with Integrity, Be Accountable, Applaud Success


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