Director, Events Education & Training (Shiseido)

Date:  Jun 21, 2024
Location:  New York, NY
Company:  Shiseido

Job Summary:

SHISEIDO Americas, a leader in the beauty, fragrance, and personal care sector, is seeking a full-time Director of Events to oversee in-store events and animations for several portfolio brands. We are searching for an experienced and exceptional talent with proven expertise and industry experience to establish event protocols across Clé de Peau Beauté, Shiseido & Shiseido Fragrances in the United States marketplace. This person will be responsible for the implementation of guidelines, instructional directions, and criteria for success that leverage a team of national artists and skincare executives on seasonal product initiatives. Analyze and report on property performance, laddering marketing KPIs to business outcomes. Accountable for event related budget planning process and overall budget management for new developments and ongoing event practices.

Primary Duties & Responsibilities:

  • Create tiered seasonal event/animation strategies and guides in collaboration with Brand Marketing teams to leverage key products, launches and unique brand services and experiences across Brick & Motor USDS/Open-Sell, Military and Shiseido Independent Store accounts.
  • Work closely with VP, US Training & Education, and each brand marketing team to understand seasonal business drivers and event concepts. Collaborate with global educational teams and Fashion Houses to align service activities during events.
  • Manage all event and animation related recapping in partnership with Sell-Thru teams to track and monitor event results to ensure ROI and key KPIs are being met to continually optimize best practices and performance.
  • Collaborate with each brand marketing team to understand seasonal initiatives, event concepts and ensure field teams are equipped with event collateral and animations. Solidify event strategy and retail goals as part of total brand business objectives.
  • Directly manage monthly CEP budget submission and forecasting in partnership with brand marketing and finance across all brands totaling $1.3M+ annually.
  • Procure and manage regionally produced event tools following corporate processes and protocols for seasonal launches and new event formats.
  • Oversee the allocation and shipments of event related POSM in partnership with Brand Marketing to ensure all relevant tools are received by US Field Team for excellence in event execution.
  • Create protocols for all retail partners (Dept Stores, Specialty Stores & Sephora) to build out event themes and activities to design unique, elevated, and engaging consumer experiences during events.
  • Lead partnership with Sell-In & Sell-Out teams to direct and select appropriate retailer and door partners to maximize results and build overall business.
  • Partner with internal and external creative agencies to procure and develop seasonal event tools and programs across multiple brands.
  • Create and issue seasonal event guides by brand to ensure expectations and objectives are achieved.  Guidelines include planning templates, event activities, set-up guidelines, target consumer, collateral and POSM support, appointment, and sales expectations.
  • Control scheduling of external Celebrity Makeup Artists, National Artists, Skincare Executives, and TEs to host events and ensure talent investment matches to retail opportunity.
  • Create protocols and drive strategy for retailer specific events and corporately set timeframes, i.e. Nordstrom Trend Show, Sephora Corporate Events.
  • Scout new talent needed to support brand events such as personalization, engraving and other animations in line with the message and programming of each brand.
  • Follow HR protocols in onboarding event related talent and securing payment through external HR resources i.e. People 2.0, TalentWave & Randstad.
  • Collaborate with NYO office teams to execute large-scale special events (i.e. Corporate Sales Meetings, Retailer Trade Shows, Celebrity PAs, PR Events, etc.) and retailer exclusive events.
  • Support internal events hosting in partnership with the Shiseido Employee Store to host various partners to drive new and existing client acquisition directly into the brand.
  • Spearhead the management, concept, and execution of all virtual Livestream Events for both retailer and brand dotcoms in partnership with Ecommerce departments.
  • Manage and support two direct reports, the Events Coordinator & Events Manager.


  • Successful creation and implementation of seasonal event menu, budgeting, and strategies for Clé de Peau Beauté, Shiseido and Shiseido Fragrances.  Creation of standards and protocols for event success.  Lead event planning and execution in partnership with the Sell-Out team to optimize best practices, results, and ROI.  ​​​​​​​​​​​​​​​​​​​​​

Qualifications & Competencies:

  • 5 + years of experience in beauty.  Field or Special Event Marketing experience preferred.
  • Bachelor’s degree in marketing, advertising, communications, or sales. MBA preferred.
  • Deep knowledge of retail environment and competitive best practices across skincare, color cosmetics and fragrances brands.
  • Demonstrates ability to develop creative, challenging, and effective in-store programs that highlight brand philosophies, POD and animation opportunities.
  • Able to meet deadlines while maintaining a professional attitude, deal effectively with confrontational situations and maintain objectivity with stakeholders, onsite team members and fellow associates.
  • Excellent written, oral and presentation communication skills.
  • Strong follow-up skills and ability to take ownership of deadlines and project completion.
  • Foster talent and manage relationships with top level beauty and fragrance talent.
  • Ability to personally organize and set priorities and adhere to budgets.
  • Strong relationship building skills with internal and external partners.
  • Proficiency in Microsoft Office suite with a focus on PowerPoint and Excel.
  • Approx 30% travel required.


Trust 8 Competencies

Below is a list of Trust 8 Competencies designed to help employees at Shiseido Americas succeed as the company continues to evolve and innovate.

  1. Think Big: Adapt a big-picture perspective. Deliver new values through creativity.
  2. Take Risks: Embrace Risk, Practice “Trial and Error and Trial”.
  3. Hands On: Consider Front-line realities when making decisions. Take the lead from end to end.
  1. Collaborate: Leverage the diverse capabilities of colleagues.
  2. Be Open: Create an environment that encourages everyone to speak up.
  3. Act with Integrity: Be sincere and humble at all times.
  4. Be Accountable: Commit to the goal. Take accountability for the execution.
  5. Applaud Success: Create a culture that celebrates success.



Shiseido is an Equal Opportunity Employer and does not discriminate on the basis of race, color, gender identity, religion, sex, age, national origin, disability, veteran status, sexual orientation, genetic information or any other classification protected by Federal, State or Local law

Salary (Min-Max):  $119,925.00 - $179,888.00

Nearest Major Market: Manhattan
Nearest Secondary Market: New York City

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