Marketing Director - Shiseido, Clé de Peau Beauté, Drunk Elephant

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Date: 24-Nov-2021

Location: London, LND, GB

Company: Shiseido




As Marketing Director, you will lead the Marketing team to build, implement and manage our marketing strategies for Shiseido, Clé de Peau Beauté and Drunk Elephant. 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.





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, leading the Digital acceleration agenda  thanks to a team of local experts, but is also constantly reinventing its Retail footprint in this buoyant 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, the No 8 brand in the UK market with incredible success globally. Skincare is a key priority for expansion, with Shiseido having huge growth potential in UK&I, and also the spectacular launch of Clé de Peau Beauté in Harrods and H-Beauty.  Drunk Elephant joined our portfolio at the beginning of 2021 bringing its unique tone of voice together with its amazing formulations.

We are also growing fast in Fragrance with brands such as Dolce & Gabbana, Issey Miyake, Narciso Rodriguez and Serge Lutens.

Our clients include high-street retailers such as department stores, drugstores & chains as well as online pure players and specialty stores. We also have 5 boutiques and 2 direct e-commerce websites.



ABOUT SHISEIDO                                   


Recently voted as No5 most trusted brand in Health & Beauty worldwide, Shiseido has defined the concept of beauty and spread its knowledge and power across the world. Heralding an army of devoted followers, we feel that by inspiring empathy, beauty can become a positive force in the world, and guide the next generation boldly into the future.






Clé de Peau Beauté, the premier luxury skincare and makeup brand from Shiseido Cosmetics, was founded in 1982 as the ultimate expression of elegance and science. Forever guided by exquisite aesthetics and intelligence, Clé de Peau Beauté has instilled its products with modernity, enchantment, and dynamism to emerge as an industry leader in delivering radiance so remarkable, it emanates from within.





We are committed to using only ingredients that either directly benefit the health of the skin or support the integrity of our formulations. We never take into account whether something is synthetic or natural, instead choosing ingredients based on biocompatibility.





  • Reports to General Manager, Business Development
  • Job Location: London
  • Contract type: Permanent





  • 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




  • Experience in a similar brand marketing role in preferably luxury skincare with involvement and understanding of the key marketing processes
  • Significant understanding of the UK beauty market
  • Experience developing strong integrated owned and paid media plans to support core business and newness.
  • Experience in working collaboratively across multiple functions
  • 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

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