Travel Retail- Brand & Marketing Director

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Date: 2 Apr 2024

Location: Singapore, 01, SG

Company: Shiseido


The Brand and Marketing Director is responsible for the strategic plans of Clé de Peau Beauté (CPB), IPSA and The Ginza Brand in all Travel Retail (TR) markets (Asia, Japan, EMEA, and the Americas) and oversees the end-to-end marketing plans for Travel Retail Asia (TRA).


The role entails crafting the overarching global brand strategy for TR, and collaborating closely with TR markets to attain their business targets. With TRA being the largest region for this brand cluster, you will steer marketing initiatives aimed at strengthening brand equity and visibility among travelers, particularly focusing on Chinese consumers. Additionally, you will spearhead efforts to enhance sales performance and capture market share for the brand within duty-free channels.


• Lead the Brand and Trade Marketing team of ~15 employees, focusing both on achieving business goals as well as ensuring team morale, professional development, and capability growth including digital and media.
• Spearhead the development of comprehensive brand strategy, activation planning, and budgeting protocols, set out long-term objectives and the requisite tactics for their attainment.
• Manage the team of brand management and marketing (operational and digital) team members and lead campaign rollout with a focus on the Asia Pacific market.
• Partner closely with the Group Brandholders to uphold the brand’s fundamental values, global direction, and stylistic elements, including tone and image consistency.
• Work closely with the Consumer Insights team to gain insights into the evolving preferences and expectations of customers, informing the development of a robust strategy.
• Partner closely with the Consumer Experience team to orchestrate impactful experiences that elevate brand recognition and foster lasting brand loyalty; and with the Retail Design and Creative Team to conceptualize and produce tailored content that resonates effectively across diverse channels.
• Manage the comprehensive marketing budget allocated to the designated brand cluster, ensuring optimal support for pivotal launches and initiatives while maximizing ROI.
• Direct and assess the performance and advancement of direct reports and their respective domains, establishing clear objectives and targets.
• Foster team synergy, collaboration, and operational efficiency to drive cohesive and effective outcomes.

• Degree or postgraduate with a major in Marketing or a related field.
• At least 15 years working in either sales or marketing function, preferably in the FMCG, Beauty and/or Luxury Retail industry with a successful track record.
• Experience in Travel Retail will be an advantage.
• Strategic thinker with a data mindset and ability to multi-task/manage a diverse portfolio of brands.
• Exhibit inspirational leadership qualities, adept at motivating and guiding teams towards achieving objectives.
• Possesses robust leadership acumen coupled with extensive experience in managing teams of significant size, fostering collaboration, motivation, and integrity to drive successful outcomes.
• Excellent verbal and written communication skills in English and Mandarin.
• Excellent interpersonal skills with the ability to influence stakeholders at all levels by building strong interpersonal relationships.
• Demonstrates agility and proven experience in operating effectively under ambiguity.
• Brings extensive geographical insight into the Greater China market, ideally with over five years of hands-on experience in the region.
• Occasional travelling is required (approximately 20%).

Job Segment: Retail Sales, Marketing Manager, Retail Design, Brand Manager, Branding, Retail, Marketing

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