Asia Pacific - Regional Digital Marketing Director

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Date: 14-Jan-2022

Location: Singapore, 01, SG

Company: Shiseido


Lead the digital marketing and media strategy in Shiseido Asia Pacific. The individual will be a key contributor towards the digital transformation pillar of the three year strategy of Shiseido Asia Pacific.



  1. Lead Regional Center of Excellence in Digital marketing and Media, providing subject matter expertise to local and regional brand teams, Ecom and CRM teams :
    • Set the regional strategy and vision for digital marketing and media for Shiseido APAC based on regional business strategy and consumer insights for each brand
    • Work with both local and regional brand teams to co-create annual local media investment/ allocation (between channels and between always on vs. campaign) strategies and execution plans
    • Proactively advise local and regional brand teams, and regional Ecom and CRM team on data-driven marketing and sales across whole digital ecosystem – media (paid, owned, earned), CRM and Ecom, review media plans of always on investment as well as major campaigns across all media channels
    • Compile regional framework/ playbook on how to do data-driven marketing as above  and investment guidelines on paid, owned and earned media for each brand
    • Together with CMI Leader and brand teams - identify emerging media consumption and consumer engagement trends, share learnings and recommend actions on media execution to local markets based on this
    • Ensure continuous improvement on media ROAS across all channels
    • Lead capability building in the area – run regional training /publish playbooks and share best practices (from other Shiseido regions, external as well as amongst SAPAC markets)
  2. Build and manage partnership in media:
    • Leader from Shiseido APAC side with regional counterparts of regional media agency group and leading tech ecosystems – e.g FB, Google, Tiktok – establishing Joint Business Plans with them
    • Build media agencies evaluation and performance management criteria framework, and cascade to local markets, and support local markets with media agencies pitching, work scoping and evaluation process
  3. Regional Ownership of Digital Marketing and Media Data & Analytics:
    • Build integrated dashboard/ framework that measures KPIs in sufficiency, efficiency and effectiveness of:
      • Paid – e.g. Search, Ecom, Social network platforms, Youtube, beauty publishers, influencers etc.
      • Owned – e.g. Websites
      • Earned – e.g. social buzz (leveraging KOL tracking and social listening tools)
    • Build and issue basic performance dashboard for different levels of audience (local/ regional working/ management teams)
    • Build advanced analytics framework/ playbook (for data-driven media optimization) and run ad-hoc advanced analytics (e.g. MMM and other forms of media attribution and predictive modelling) for each market and for regional brand teams
    • Advise local markets on KPI target setting in media
    • Continuously optimize cost effective execution model –together with IT team and Digital Technology Office, evaluate and select right analytics agencies and the right data tools for each local market; propose in-housing options where makes sense
    • Work with APAC IT team to ensure data integrity/ cleanliness at all time and problem solve whenever there are data gaps identified
  4. Project leadership of regional digital marketing and media projects, examples include:
    • Building Local Brand social accounts – strategy, content requirement and content update/ management framework
  5. Promote Innovation and support local test and learn:
    • Be up to date with latest media products offered by the tech ecosystems and retailers
    • Scout for emerging/ new capabilities in the market that are suitable to implement for Shiseido APAC and suggest piloting roadmap for local markets, and support selected local markets on these pilots



Local Teams: Brand teams, Ecom & CRM teams

Regional teams:  Brand teams, CMI, IT

Global teams:  Digital Tech Office (DTO), Other region digital offices, brand holders’ teams



  • At least 8 years of experience in 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
  • APAC experience preferred
  • Understanding of consumer decision journey (CDJ) and customer experience along 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
  • Working knowledge (experience on how to leverage functionalities) of following technologies:
  • Media integration modules in 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 
  • 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 preferred
  • Good interpersonal skills to communicate effectively with multiple teams across countries

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