Marketing Manager, Shiseido

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Date: 07-Apr-2021

Location: Singapore, 01, SG

Company: Shiseido


  • Shiseido Travel Retail is a fast-growing organization, focusing on distribution within Duty Free Distribution (Airports, Downtown Stores, Airlines). Among more than 10 different brands, Shiseido is the flagship skincare brand within the group.
  • As Shiseido Travel Retail Marketing Manager, you will play a key role to both develop the business and organization in a very exciting and dynamic environment. You will be responsible for all operational planning, supporting the sales team in Duty Free channel (Airport, Downtown stores) to grow brand equity, awareness to Chinese Consumers and drive sales growth winning market share. You will also be responsible of all the Marketing Plans from a 360 standpoint and will be supported by a Marketing executive.




Establish a Trade marketing Plan for Travel Retail Asia Pacific

The Marketing Manager will have full accountability in the development, planning and execution of the trade marketing plans in line with Brand guidelines and Go-To-Market strategy in TR.

  • Liaising with Global Marketing (Marketing Director & Brand Managers) to align and ensure efficiency of the marketing strategy for Travel Retail APAC channel.
  • Aligning and adapting global brands strategies & yearly plans to better target global shoppers & Operators strategies for TR Channel, liaising with our Commercial Teams to best understand market needs
  • Collaborate with global marketing and commercial team to align door opening guidelines, timeline and design with PM/VM Team
  • Conceptualize Travel Retail specific activities, events, promotions sites adapted to Operators to drive consumers experience excitement


Forecast deliverable – Category Management

  • Responsible for budgetary adjustment & collaborate with demand planning team to deliver an accurate forecast by lines to ensure right inventory to support sell through
  • Collaborate with Demand Planning on sound forecast and effective inventory management to minimize excess obsoletes through accurate maintenance of assortment matrix, launch order tracking and close management of saleable and non-saleable items
  • Review and strengthen assortments proposals including TR Exclusives, Jumbo sizes and Retailer exclusives.
  • Ensure sound forecasting for saleable & non-saleable to enable respective region sell through needs and to avoid out of stock situations for top skus


Establish strong Analytical Tools & Marketing Presentation

  • Provide marketing support to commercial team in product launches, provide support in Sell In / Sell Through of the brand
  • Monthly / Trimester / Annual Reporting to respective stakeholders
  • Monthly / Semester / Annual Marketing Deployment to Commercial, Retail Education and SDVM Team


Design Targeted Marketing Tools

In line with the marketing budget & expenses, Marketing manager is responsible for,

  • Create & Execute 360 Launch and re-promote plans according to Brand Strategy– including forecast/allocation, visual merchandising, launch mechanics and digital plans.
  • Collaborate closely with Sales, Retail Education and VM team on the planning and execution of launches for on-counter/in-store events & VIP consumer events to drive consumer engagement, create luxury experiences and strengthen brand exposure.
  • Work closely with Sales and VM team to ensure that animations/ activities planned are in accordance to Brand’s marketing budget and Key Bets
  • Collaborate with Global Team to ensure launch period/ promotions are aligned with key regions
  • Defining GWP assortment, samples and pouch designs aligned with Brand Guideline and market needs,


Support Digital / Social Investment

  • Partner with the Digital Marketing team to develop the most ideal and relevant plans and assets to reach out to our consumers, increasing awareness, reach and Click Through rate (SEO & SEM)
  • Explore new digital initiatives, mobile marketing, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) to drive consumer engagement and digital outreach
  • Digital analytics – Collaborate with Digital Marketing team to analyze and measure campaign effectiveness and monitor competitor activities


Improve Business Processes

  • Evaluation of workflow processes on a continuous basis to achieve improvements where needed.


Talent Development

  • Taking a lead role in building a strong management culture, spending time coaching the marketing executive, identifying skills & opportunities for development, providing advice & guidance on local issues when needed




  • Possess a recognized university degree, preferably in Marketing / Business
  • At least 6 - 8 years’ relevant working experience in either sales or marketing function, preferably in FMCG and / or Beauty Player with successful track records.
  • Prior experience in Travel Retail will have an advantage
  • Team player with strong interpersonal skills and ability to collaborate with multiple stakeholders
  • Visible Leadership skills – can motivate and lead with integrity others to achieve results
  • Strong business acumen, analytical and organization skills
  • Excellent verbal and written communication skills in English and Mandarin (to liaise with Mandarin speaking associates)
  • Strong understanding of China market/Chinese consumers is a plus
  • Oriented to problem solving and has strong interpersonal skills
  • Occasional travelling is required (approximately 10%)

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