Marketing Director - NARS & Designer Fragrances

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Date: 19 Mar 2024

Location: London, LND, GB

Company: Shiseido

MISSION

 

As Marketing Director, you will lead the NARS & Designer Fragrance Marketing teams to build, implement and manage  marketing strategies. As the ultimate Brand guardian, you will take ownership for ensuring a completely consistent brand look and feel across all channels by leading across all retail and launch marketing activities, maintaining a 360 approach. Through your leadership and marketing expertise, you will work cross functionally to align a marketing calendar that delivers on sales and profit objectives, customer acquisition and retention and maximises brand awareness.

 

 

ABOUT SHISEIDO GROUP

Our mission : Beauty Innovations for a Better World

 

Founded in 1872 in Japan, Shiseido Group is within the Top 5 leading cosmetics companies in the world and aims to inspire a life of beauty and culture. Operating in 120 countries with 42,000 employees and 70 nationalities, Shiseido offers a unique selection of Skincare, Makeup and Fragrance brands with a projected turnover over £7.0bn in 2022. Celebrating 150 years of heritage in 2022, Shiseido constantly creates high-quality, safe and innovative cosmetics and develop brands deeply loved by people from all over the world, in line with our mission: Beauty Innovations for a Better World.  Did you know that Shiseido is the most awarded company in terms of innovation with a record 31 FSCC Awards?

 

ABOUT SHISEIDO

 

Founded in 1872 in Japan, Shiseido Group is within the Top 5 leading cosmetics companies in the world and aims to inspire a life of beauty and culture. Operating in 120 countries with 42,000 employees and 70 nationalities, Shiseido offers a unique selection of Skincare, Makeup and Fragrance brands with a projected £6.8bn turnover in 2021. Celebrating 150 years of heritage in 2022, Shiseido constantly creates high-quality, safe and innovative cosmetics and develop brands deeply loved by people from all over the world, in line with our mission: Beauty Innovations for a Better World.

Did you know that Shiseido is the most awarded company in terms of innovation with a record 26 FSCC Awards?

 

Shiseido UK & Ireland plays a central role in the EMEA region and is biggest affiliate, leading the Digital acceleration agenda thanks to a team of local experts, but is also constantly reinventing its Retail footprint in the world Nr4 biggest beauty market.

 

 

To deliver our strong Growth & Profitability ambitions, we will follow 4 strategic streams

 

1.             Leverage our unique portfolio of premium Beauty brands across all 3 categories

2.            Stay agile and capture new retail opportunities

3.            Customer-driven decisions

4.            Create a great place to work in Beauty

 

Our first strength is Make-up, led by NARS, UK’s Nr4 color brand with incredible success globally and that gained 4 rankings in the last 2 years thanks to its unique tone of voice and exceptional complexion and lip products. 

 

Skincare is a key priority for expansion, with 5 very diverse and complementary brands covering the full scope of consumers needs and profiles. From brand Shiseido that is recognized for its uncompromising quality and showing huge growth potential in UK&I, to already iconic Drunk Elephant (+75% growth this year, about to enter Top10 Skincare) with its most sought-after formulations and Skin Smoothies, or the spectacular Clé de Peau Beauté that embodies the ultimate of stem-cell technology to the service of radiance. This year, we just launched ULÉ a newly created Skin-Tech brand with breakthrough credentials around Sustainability and botanical performance, as well as expanding Gallinée, our most recent acquisition from 2022 specialized around skin microbiome with unique patents.

 

We are also growing fast in Fragrance, a category we want to accelerate with leading Designers brands such as Issey Miyake, Narciso Rodriguez, Tory Burch, Zadig&Voltaire and Serge Lutens.

 

Year to date, October 23, SHISEIDO Group is the fastest growing Beauty Group in the UK market, both in Stores and Online. Our clients include high-street retailers such as department stores, beauty chains as well as online pure players and specialty stores. We also have 4 boutiques and 3 direct e-commerce websites.  Our mix of sales is 55% online and 45% in brick & mortar.

 

ABOUT NARS                                               

Created in 1994 in New York by visionary makeup artist François NARS, NARS Cosmetics is one of the leading and most respected brands in the world of makeup artistry.

 

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: General Manager, Brands UKI
  • Job Location: London
  • Contract type: Permanent

 

 

MAIN RESPONSIBILITIES

 

  • Determine the UK marketing strategy, budget, and business plan for all brands across diverse distribution channels in line with global and country objectives and develop the media strategy aligned to this, in order to increase market penetration and profitability
  • Oversee and guide brand development, manage the portfolio and define priorities
  • Contribute to growth by driving new product launches and core products
  • Listen to and develop a deeper understanding of local consumers and generate new insights
  • Monitor local trends and feedback findings to regional headquarters/global to ensure the right new product development
  • Manage the budget and the financial implications of forecasts. Partner with Channel Planning to build and maintain annual category-level retail forecast, adjusting as needed to ensure alignment and achievement of overall UK sales target.
  • Develop annual and longer-term category strategy and oversee the forecasts of new product introductions as required to achieve brand objectives
  • Lead local adaptation of advertising materials & ensure global and regional teams have the right specs
  • Influence media promotion and recommendations in line with retailer strategies (on & offline). Develop strong relations with local publishers and agencies to deliver innovative UK-relevant creative and social content, ensuring a strong brand guardianship mentality and keeping the UK target consumer at the centre
  • Develop and implement the pricing strategy for new and existing products across all channels to contribute to the achievement of sales and profit goals
  • Conduct deep analysis of brand performance, including NPD and launches, and develop key learnings and action points
  • Develop and maintain relationships and collaborate with internal colleagues to achieve brand objectives. Mobilise and lead other departments to support marketing strategies especially sales, Digital, Digital Communications & Engagement, Education and Retail
  • Ensure all activities are properly and timely tracked with an appropriate deep level of analysis that enables key learnings to improve further operation
  • Communicate and work with appropriate parties as the ‘UK voice’ to ensure that the visual interpretation and representation of the brand is implemented in all distribution and reflects global/regional direction. Be the UKI Market expert (deep knowledge of competitors, pricing, activities, media, PR, in store) to enable effective interaction with RHQ
  • Builds proposition to challenge the status quo with brand holders to properly answer market needs and unlock brand’s potential
  • Recruit, motivate, evaluate and develop marketing team members to create an environment where all employees are empowered, engaged and delivering results. Ensure development of expertise and know-how

 

 

PROFILE

  • Experience in a similar brand marketing role in preferably Premium Beauty with involvement and understanding of the key marketing processes
  • Experience in working on Pillar/Established multi brands
  • Significant understanding of the UK beauty market & consumer
  • Experience developing strong integrated owned and paid media plans to support core business and newness.
  • Experience in working collaboratively across multiple functions
  • Media experience to drive campaigns through classic channels and or digitally
  • Knowledge of marketing concepts and techniques and how to apply them
  • Experience in managing, coaching and mentoring a team
  • Proven track record of building innovative campaigns with strong deliverables
  • A strategic and commercially minded leader, with demonstrated ability to identify, analyse and communicate key elements of strategic vision and execution as well as an ability to develop, recommend and implement winning marketing strategies
  • Creative and comfortable coming up with new ideas, with an appetite to take calculated risks and make things happen
  • Highly numerate, analytical and commercial. Oriented to business profitability, full use of available resources, and customer satisfaction
  •  A modern world mindset and in-depth understanding of the digital ecosystem as well as new technologies and innovative approaches
  • An inspiring team leader with a proven track record in delivering a high performance culture in a team through coaching, mentoring, and leadership
  • A leader who achieves results by engaging with individuals across the organisation and is open to the challenge and ideas of others. Builds strong working
    relationships with colleagues internally and builds effective external partnerships
    . A real team player with a collaborative approach to achieve overall business objectives
  • A high level of energy, drive, and positivity. A can-do attitude and solutions orientated approach. Ambitious, results driven with a winning mindset
  • Alignment with the group’s « Trust8 » working principles: Think Big, Take Risks, Hands on, Collaborate, Be Open, Act with Integrity, Be Accountable, Applaud Success

 

THE BENEFITS YOU’LL LOVE

  • 26 days holiday + bank holidays + your birthday day off    
  • Holiday buy – up to 5 days
  • Day off when you get married or move house
  • Generous contributory pension scheme – match up to 8%
  • Annual performance related bonus
  • Private medical insurance with Vitality
  • Enhanced parental allowance
  • Generous product allocation & discount
  • Life Assurance up to x4 your salary
  • Flexible Friday finish
  • Flexible & hybrid working
  • Wellbeing programmes
  • Annual performance and development reviews so you know your career is going in the right direction


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