Travel Retail - Brand Assistant Manager / Manager, Anessa and Elixir

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Date: 02-Oct-2022

Location: Singapore, 01, SG

Company: Shiseido


Reporting to the Brand Director based in Singapore, you will be part of the Shiseido Travel Retail – Global team to support translating the Anessa and Elixir brand strategy into a Travel Retail-specific roadmap. Asia Pacific is the key market, with expansion plans to EMEA and the Americas.


You will interface with Brand holders based in Japan and with the regions to localize marketing strategies and develop insight-driven 360 marketing initiatives as well as activities that are meaningful for the channel while ensuring brand consistency across Travel Retail markets worldwide.


You play a key role in formulating strategies to enhance brand equity and improve market share, by ensuring brand objectives and financial targets are realized.


You will be responsible for the management and monitoring of the Brand P&L, budget management, and working with stakeholders to develop/measure brand KPIs as well as pricing implementation.




Brand Holder Management

  • Developing and implementing the brand strategy as defined together with Brand Director
  • Work closely with brand holders for all TR-related development (TREX,360 activation campaigns and expansion drive)
  • Consolidate reporting from regional subsidiaries and act as an intermediary with Brand holders
  • Share insights on market and competitor trends, 360 activations, opening & renovating counters and full marketing mix


Marketing Strategy Development

  • Monitor market trends, and research consumer markets/competitors’ activities to identify opportunities
  • Define short/long-term brand strategy based on consumer and market insights, commercial analysis and trending opportunities for the Travel Retail channel
  • Build realistic, yet innovative 360 plans considering the competition, sales performance, trends, costs aspects, and regional specificities
  • Work with internal and external agencies to ensure the creative and innovative deliverables (campaign, events, tool kit) are implemented by the regional marketing teams


Consumer Experience

  • Collaborate with Store Design/Visual Merchandising team in the creation and development of collaterals, outpost concepts and Point of Sales Materials to drive disruption and distortion in-stores for the brands
  • Influence and collaborate with the Digital teams to develop and deliver insights-driven integrated consumer experiences.
    • Leverage on travelers’ insights to co-develop big and groundbreaking ideas and flesh them out across channels/mediums
    • Identify together the right KPIs for marketing campaigns based on key objectives and drive towards these metrics
  • Collaborate and support regional and local teams in developing and executing social media strategy, consumer engagement initiatives and retailers’ online presence




  • Bachelor's degree in marketing or equivalent
  • At least 5 years of relevant experience (to be considered at the Assistant Manager level) and prior experience in the cosmetics/ beauty/ retail industry will have an advantage
  • Excellent communication and presentation skills, both verbal and written
  • Ability to steer and drive the collaboration amongst the various stakeholders to achieve the brands’ objectives
  • Commercially sound with experiences in launching new brands/ development brands with a good understanding of profit and loss accounting, sell-in/ sell out analysis, ROI calculation and the influence of operating factors e.g., volume vs price
  • Good understanding of the travelling consumer, in-store engagement, digital marketing, eCommerce, social media, and trends that will help develop and efficiently drive our Travel Retail business.
  • Creative and able to think big and act in detail
  • Excellent organisation skill, able to prioritise
  • Solution orientated, decisive by nature and resourceful in the approach
  • A collaborative team player – concerned with the team success as well as individual performance
  • Strong interpersonal skill - good listener, will challenge constructively and respond well to feedback
  • Self-starter - high energy levels with positive and a collaborative can do mentality

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