Executive Director, International Marketing & Business Development (NARS)

Date:  Jun 23, 2022
Location:  New York
Company:  Shiseido
Country/Region:  US
Custom Field 4:  Employee (Permanent)
Company:  Shiseido

Job Summary:

The Executive Director, reporting to the Vice President, NARS International Marketing & Business Development, oversees all aspects of NARS International Marketing including calendars, launch strategies, media, distribution, pricing, forecasting support and VM planning with special focus on NARS China and NARS Travel Retail. The Executive Director’s key responsibility will be to manage the relationship with NARS China and NARS Travel Retail as the lead marketing contact in the New York office. Through strategic vision, strong partnership and clear communication, the Executive Director will help ensure that business priorities are met and that markets have what they need to drive the business with strong 360˚ marketing activations. This position will also help ensure that markets follow brand guidelines locally to build global brand image consistency, strong brand equity and outstanding business results. 

This position will require strong communication skills, attention to detail, a high sensitivity to timeline management and must be able to foster effective relationships with internal and external partners. While the priority initially will be Asia, the scope will broaden to include EMEA in the mid-term.


NARS China and Travel Retail Contact

  • Manage communications and relationships between NARS global teams and the teams in China and TR, running weekly meetings that bring together all the key stakeholders, create action plans and follow-up on plans to meet deliverables  
  • Regularly share updated launch plans, assets and forecast guidelines between the China and TR teams so that targeting Chinese traveler consistently across China local and TR


Launch Calendars 

  • Collaborate with China and TR teams respectively, define the marketing strategy and launch calendar for NARS China and TR. Prepare launch briefs and work with the global teams to deliver 360 launch support and assets. Review and approve all creative requests from the China and TR teams.
  • Identify region-specific needs and align priorities with the NARS global team, ensuring focus on both skin beauty (complexion) and lip categories
  • Global Communications/Digital  
  • Support the Global Communications & China teams with any PR and Digital initiatives 
  • Create Media Guidelines in partnership with Integrated Communications and CDJ teams  
  • Send feedback to markets on media plans and requests 



  • Approve event concepts and liaise with Global Marketing, VM & Creative on major consumers and/or PR events 
  • Local asset creation: review China and TR proposals with Global team for concept approval and creative direction on mood boards or storyboards, talent, wardrobe and styling, photo direction of the assets and input on CDJ 
  • Visual Merchandising
  • Collaborate with the China and TR teams to brief visual merchandising requests and support for new door openings and events 
  • Update gondola configurations each season for open sell environments and tester unit displays


. Com

  • Maximize Tmall business by partnering with China and Global Marketing to build a robust launch calendar that optimizes key festival moments (i.e. Women’s Day, 5.20, 6.18 and 11.11). 
  • Ensure 360 activations planned to capitalize on assortment, exclusive offers, collateral, KOL activity and live streaming sessions 
  • Support creation of any additional assets needed to be developed specifically for Tmall
  • For TR, define e-retailer strategy and optimize execution across all key markets (assets, CRM, offers, process, etc.)



  • Review China and TR product forecasts and liaise with Operations team to ensure timely product registration & forecasting for all launches in China and TR 
  • Work with China and TR teams to review ongoing base business forecasts
  • Define assortment for different distribution channels 
  • Oversee launch and POS forecast guidelines 
  • Develops and publish launch forecast guidelines for all product launches, across all retail channels ensuring that markets have a full toolkit to support the forecasting process and appropriately dimension product launches  



  • Partner with the China and TR team to define market pricing for all price increases and new product launches
  • Perform pricing analysis on key categories / across key markets 



  • Analyze NARS performance, market performance and competitor activity in China & share best practices and insights with the Regional & Global teams
  • Prepare China and TR launch updates for Senior Management presentations


Qualifications & Competencies: 

  • BA/BS degree required 
  • 6+ years in global or operational marketing, preferably in beauty 
  • International business experience a plus, specifically China and/or Travel Retail
  • Superior oral, written communication and presentation skills required
  • Demonstrated leadership abilities 
  • Experience working with different cultures - dynamic, flexible, collaborative, positive attitude, and great team spirit. Experience working across time zones while effectively managing expectations of deliverables  
  • Strong organization, prioritization, timeline management and analytic skills with a proven ability to multi-task and manage complexity
  • Solution-oriented, self-motivated, results-oriented 
  • Passionate about the cosmetics industry 
  • Knowledge of competitive marketplace, digital, and in-store environment
  • Software expertise – MS Word, Excel, PowerPoint


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

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

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