MAIN PURPOSE

The incumbent is required to:

• Lead vision, strategic initiatives, and ongoing management of the digital marketing and media  in Asia Pacific – which is a key strategic pillar driving the digital transformation agenda of Shiseido Asia Pacific
• “Double hatting” country digital & ecom leadership role for Philippines

1. Lead Regional Center of Excellence in Digital Marketing and Media

• Develop and implement the regional digital marketing and media strategy for Shiseido APAC.
• Collaborate with local and regional brand teams to create media investment strategies and execution plans.
• Advise on data-driven media across paid, owned, and earned channels to drive CRM and sales conversion objectives throughout the AIPL (Awareness, Interest, Purchase, Loyalty) consumer journey.
• Develop regional frameworks and playbooks for data-driven marketing and media investment guidelines.
• Identify emerging media trends with the Consumer Insights team and recommend actions to local markets.
• Ensure continuous improvement of media Return on Ad Spend (ROAS) across all channels.
• Lead capability building through training, guidelines, and sharing best practices.

2. Build and Manage Media Partnerships

• Lead relationships with regional media agencies and tech ecosystems (e.g., Meta, Google, TikTok) to establish joint business plans.
• Develop media agency evaluation and performance management frameworks; support local markets in agency pitching and evaluation processes.

3. Oversee Digital Marketing and Media Data & Analytics

• Develop integrated dashboards to measure KPIs across paid, owned, and earned media channels.
• Provide performance reporting to various stakeholders at local and regional levels.
• Establish advanced analytics frameworks for media optimization and conduct ad-hoc analyses (e.g., Marketing Mix Modeling).
• Advise local markets on KPI setting; optimize execution models; ensure data integrity with the IT team.

4. Lead Regional Digital Marketing and Media Projects

• Manage projects like building local brand social accounts, ensuring strategic content management, compliance, cost optimization, and agency evaluation.

5. Promote Innovation and Support Local Initiatives

• Stay updated on the latest media products and emerging capabilities.
• Propose and support pilot projects in local markets, including innovative omnichannel activations.

6. Country Head of Digital & Ecommerce for Philippines (~30% Time)

• Lead the development and execution of digital, CRM, and eCommerce strategy for the Philippines.
• Build and guide local teams across eCommerce, CRM, and digital marketing.
• Leverage data analytics and consumer insights to optimize performance and align with business goals.
• Collaborate cross-regionally to ensure local initiatives align with broader regional strategies.
• Enhance the digital customer journey across all touchpoints (web, mobile, social, email).
• Drive digital transformation by adopting new technologies and digital solutions.
• Align with local senior management for seamless multi-functional execution.
• Engage with business partners to develop joint business plans and KPI scorecards.
• Manage the local digital and eCommerce budget to maximize ROI.
• Report regularly to the local General Manager on key developments.

KEY STAKEHOLDERS

• Local Teams: Brand teams, Ecom & CRM teams
• Regional teams:  Brand teams, CMI, IT, Legal team, Finance Team, Procurement Team
• Global teams:  Digital Tech Office (DTO), Other region digital offices, brand holders’ teams

REQUIREMENTS

Essential:

• At least 8 years of experience in digital marketing and media, with at least 2 years in a managerial position in media agencies as well as following industries preferred (in descending order of preference):  Luxury brands (beauty, fashion), other FMCG industries, Travel & hospitality
• Understanding of consumer decision journey (CDJ) and customer experience along the AIPL (Awareness, Interest, Purchase, Loyalty) consumer journey
• Data-driven mindset and strong analytical skills, with experience in using advanced analytics methodologies (e.g. MMM) and DMP (data management platform) and consumer research/insights to elevate media performance
• Very strong influencing skills – with proven success in influencing stakeholders (Local and/ or regional) to endorse and invest on media across consumer funnel (upper to lower)
• Project management skills on multi-market projects
• Team player, with experience working with key stakeholders listed above
• Good interpersonal skills to communicate effectively with multiple teams across countries

Preferred:

• APAC experience preferred, including distributor markets such as India
• Experience on running omnichannel marketing activation
• Previous working experience in CRM and/ or ecom function
• Experience on leveraging emerging technology such as AI, with connection to top tech start-ups
• Working knowledge (experience on how to leverage functionalities) of following technologies and Ecoystems:

• Salesforce Marketing Cloud / Commerce Cloud (Preferred but similar enterprise technologies such as Adobe also applicable)
• Strong knowledge of Google, FB and Tiktok ecosystem, including backend platforms e.g. FB Business Manager, Google KeyWord Planner
• Knowledge of Kakao, Naver Zalo and Line ecosystem preferred
• Strong knowledge of media products and respective buying model of Lazada and Shopee