Marketing Manager - bareMinerals

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Date: 21-Oct-2021

Location: London, LND, GB

Company: Shiseido

As Marketing Manager you will help drive the marketing and media strategy for the bareMinerals business, making sure all the internal parties are aligned working towards the same goals. You will build initiatives and plans to drive brand awareness, recruit new users and support retail sales growth in the UK, specifically on the Skincare and Colour categories




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.




Here at bareMinerals, purity in formulation and uncompromising performance are our guiding principles. We started the clean beauty revolution when we launched our best-selling mineral
foundation in 1995. Made with just 5 natural mineral ingredients, ORIGINAL Loose Mineral Foundation SPF 15 transformed the lives of millions, giving them confidence through natural-looking coverage that cares for skin. To this day, we include good-for-skin minerals in each and every bareMinerals product.

Over the past 25 years, bareMinerals has remained a leader in both the clean beauty and mineral foundation categories, launching new products that perfect skin instantly
and improve it over time, thanks to nourishing, high-performing ingredients. As creators of good-for-skin products, we support initiatives that create a chain of good —empowering women to look good, feel good and do good for others. We believe every little choice has the power to make a big difference — for ourselves, our communities and the world around us.
We want to help everyone feel THE POWER OF GOOD.



Reports to: Marketing Director

Job Location: London

Contract type: Permanent







  • Act as Brand champion and lead for the bareMinerals’ Skincare and Colour categories in the UK, becoming the key contact for local colleagues and EMEA counterparts.
  • Co-lead the brand deep dive project, together with Senior Marketing Manager on Complexion and Christmas, focusing on brand and product messaging, audience, VM, ambassadors with specific objective of re-energising the brand and restoring relevance in the UK market.
  • Contribute to all aspects of the creative process, including: strategy, campaign development and customer insight
  • Ensure consistency of brand standards across all marketing platforms and that the brand values of Look Good, Feel Good, Do Good shape are integrated into all of our marketing initiatives
  • Ensure that all launches and activities are managed within the budget and targeted to achieve measurable ROI
  • Accelerate skincare and build bareMinerals’ colour/artistry arm through successfully delivering the innovation calendar and supporting an always on strategy in line with global brand objectives.



  • Work with Marketing Director to translate Global and EMEA strategy into an actionable marketing plan for the UK, working closely with the Senior Marketing Manager on Complexion and Christmas for a holistic view and execution.
  • Identify local market needs and develop local activations in liaison with Trade Marketing teams to maximise every commercial opportunity and support brand growth
  • Develop a launch strategy plan by retailer in liaison with the Commercial team to maximise every business opportunity with a specific focus on driving the Boots business and fuelling Pureplayer growth.
  • 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 Marketing Director 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, Print, Outdoor etc.)
  • 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 to be done within the allocated agreed budget
  • Manage the brand’s Samples and GWP Budget and Tracker, working with Commercial, DTC, Education to forecast and allocate samples effectively to drive trial, customer acquisition, reviews and conversion to sales.
  • In liaison with the UK Commercial team and European 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 team, make sure the pre-series needs are accounted for, and oversee the forecast for all elements of merchandising managed by the Visual Merchandising team
  • Support the brand’s transition to 100% Vegan and Cruelty-Free by end of 2023 through working closely with Demand/Supply and Commercial teams on the assortment and effectively managing product discontinuations and phase in/phase outs.



  • 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 the yearly pricing review for the UK & Ireland inducing pricing recommendation for newness in
  • 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 strong career progression; preferably within beauty
  • Charismatic, 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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