Senior Manager, Global Marketing - Travel Retail, Asia Exclusives & Complexion (NARS)

Date:  Feb 25, 2024
Location:  New York
Company:  Shiseido

Job Summary:


  • Responsible for developing the strategy, concepts, product assortment and leading go to market launch elements for NARS Travel Retail, Asia Exclusive Programs (Chinese Valentin’s Day, 5.20 etc), & Asia Exclusive Complexion launches
  • Programs should build global brand equity while gaining marketshare and fully expressing the NARS brand DNA amongst competition
  • Conducts competitive research and bring competitive insights on an ongoing basis to influence long term development plans, assortments and go to market strategy


Primary Duties & Responsibilities:


Travel Retail

  • Lead Travel Retail Exclusive Strategy to drive YOY growth and brand equity
    • Develop assortment for Travel Retail Exclusive Palettes and Sets
    • Lead yearly event concept with tie to Travel theme inclusive of concept, strategy, visual merchandising/events, collateral needs
    • Liaise with internal teams to drive an innovative concept each year with a focus on digital innovation
    • Develop assortment of smaller sets/mini assortments to drive YOY growth
    • Work with Travel Retail team to bring back analytics and insights to NARS Global teams
    • Lead all development of copy, merchandising, lightbox calendar in partnership with International Business
    • Lead taskforces on launches


Asia Exclusive Programs

  • Drive Asia Exclusive programs that capitalize on key commercial and consumer equity moments such as Lunar New Year, Chinese Valentine’s Day, 5.20, Women’s Day, 11.11, Asia Exclusive Spring/Summer Program
  • Utilize local consumer insights in top Asia markets to develop compelling storytelling with the editorial team and drive the 360 of the programs in partnership with International Team and Asia Region
  • Develop necessary assets with creative team at global level and also lead marketing elements in partnership with Asia region that are locally produced following the local content process
  • Lead Taskforces on launches
  • Report on key wins/opportunities for each commercial moment to continue test/learn and maximize consumer relevance


Asia Complexion Exclusives

  • Lead creation of Asia Exclusive assortments in the complexion category in partnership with Product Development and the Asia region
    • Conduct analysis on whitespace opportunities across complexion and skincare categories
    • Lead taskforces around all launches
    • Bring local insights from real time trends on key Asia social media platforms to influence ongoing marketing strategy
    • Lead all briefs related to programs (creative, copy, visual merchandising for programs)
    • Partner with Global Marketing skincare/complexion team on key exclusive re-promote opportunities


Qualifications & Competencies:


  • 7+ years of experience
  • Extensive knowledge of Asia Regional marketing needs with a focus on the Chinese consumer
  • Knowledge and ability to utilize key China social media platforms
  • Mandarin speaker preferred


#LI-Hybrid #Nylaw

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): 

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Nearest Secondary Market: New York City

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