Brand Manager - Shiseido

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Date: 27-May-2021

Location: London, LND, GB

Company: Shiseido



As Brand Manager you will support the Senior Marketing Manager in driving the marketing and media strategy for Shiseido brand business, making sure all the internal parties are aligned working towards the same goals. You will support initiatives and plans to drive brand awareness, recruit new users and support retail sales growth in the UK.




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 3 categories. Supporting our One Shiseido Mission, Beauty Innovations for a Better World, Shiseido UK & Ireland is committed to a vision 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 strong market share in the UK with NARS, Laura Mercier, and bareMinerals. We are also growing fast in fragrance with brands such as Dolce & Gabbana, Issey Miyake and Narciso Rodriguez as well as winning market share in Skincare with Shiseido and the spectacular launch of Clé de Peau Beauté in Harrods and Cult Beauty.  Drunk Elephant joins our portfolio in 2021 which supports 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.




Shiseido is a prestige beauty brand that offers a complete range of beauty products including advanced skincare, makeup, sun protection and fragrance. Key products include 'Ultimune' skin defence system and 'Future Solution LX' cutting edge anti-ageing range.  Founded in Ginza, Tokyo, Shiseido has a rich heritage and has been creating innovative and timeless beauty products for over 149 years. The brand is sold in 88 countries and is the no1 skincare brand in Asia. In the UK the brand is distributed via a selection of leading department stores and premium online retailers.




Reports to: Senior Marketing Manager, Shiseido & Clé de Peau Beauté

Job Location: London

Contract type: Permanent





  • Be the local Brand Ambassador for Brand Shiseido in the UK and become the key local contact
  • Work with the Senior Marketing Manager in sustaining the integration of UK Localised brand messaging across all touchpoints following the relaunch of Shiseido in the UK working closely with EMEA whilst focusing on increasing brand awareness
  • Contribute to all aspects of the creative process, including: strategy, campaign development and customer insight
  • Ensure consistency of brand standards across all marketing platforms
  • Ensure that all launches and activities are managed within the budget and targeted to achieve measurable ROI



  • Work with the Senior Marketing Manager to translate EMEA strategy into an actionable marketing plan for the UK
  • Identify local market needs and help develop local activations in collaboration with Trade Marketing teams to maximise every commercial opportunity and support brand growth
  • Help to build product launch strategies by retailer in liaison with the Commercial team to maximise every business opportunity
  • Understand trade customers’ requirements to maximise 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.



  • Work with Senior Marketing Manager to manage the annual media budget development and annual media briefing process with UK agency
  • Liaise with Global team for the creation of the media assets
  • Manage delivery of UK Media execution across all platforms (Digital, Social, Print, Outdoor etc.)
  • Be the main point of contact for Shiseido magazine/online partners’ commercial teams
  • Actively take part in the PR strategy discussion and implementation, to ensure it is aligned with the overall brand/media strategy per launch
  • Partner with cross-functional Social Media, PR and Digital team contacts to develop robust media plans to promote new product launches, campaigns and bespoke activity
  • Liaise with UK PR Manager for media commercial opportunities with local Skin Ambassadors /Makeup Artist



  • 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 within the allocated agreed budget
  • Oversee in partnership with Trade Marketing sampling forecast and allocation
  • In liaison with the UK Commercial team and Logistics team, make sure all the basic catalogue forecasts (both saleable and tester) are updated based on business needs, anticipated marketing initiatives, new openings and retailer-specific activations
  • In liaison with UK PR and Education teams, make sure the pre-series needs are accounted for, and oversee the forecast for all elements of merchandising managed by the Visual Merchandising team



  • Work with 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.



  • Monitor pricing strategies across the industry and oversee with the SMM 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



  • 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.
  • Coordinate with the Marketing Coordinator NPD monthly reports, as well as ongoing competitor analysis to identify areas of opportunity within the business.




  • Relevant experience in marketing with career progression preferably within beauty
  • Passionate, team worker, passionate and driven personality with excellent communication and presentation skills and a strong commercial acumen
  • 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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