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Travel Retail - Brand Manager, Anessa & Elixir

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Date: 24-Sep-2021

Location: Singapore, 01, SG

Company: Shiseido

PRIMARY FUNCTION

Reporting to the Brand Director based in Singapore, you will be part of Shiseido Travel Retail – Global team to support translating the Anessa and Elixir brand strategy into a Travel Retail Specific roadmap. The key market is Asia Pacific at present with the possibility of expanding into EMEA and the Americas in future.

 

You will work closely with internal and external stakeholders daily. Interfacing with Brand holders based in Tokyo and with the regions to localize marketing strategies, develop insight driven 360 marketing initiatives and activities that are meaningful for the channel while ensuring brands consistency across Travel Retail markets worldwide.

 

These strategies will enhance brand equity and sales to improve market share, ensuring brand objectives and financial targets associated to the brand are realized. You will also be responsible for the management and monitoring of the Brand P&L, budget management, working with stakeholders to develop and measure brand KPIs as well as pricing implementation.

 

The role requires someone who is self-started and has a 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.

 

KEY RESPONSIBILITIES

 

Brand Holder

  • Developing & implementing the brand strategy as defined with Brand Director
  • Liaise with brand holders for TR-related developments (TREX,360 activation campaigns and expansion drive)
  • Consolidated reporting from regional subsidiaries and act as an intermediary with Brand holders
  • Share any feedback on market and competitor trends, 360 activations, opening & renovating counters and full marketing mix

 

Marketing strategy

  • Monitor market trends, research consumer markets and competitors’ activities to identify opportunities and key issues.
  • Defining short/long term brand strategy based on consumer and market insights, commercial analysis and trending opportunities for the Travel Retail channel
  • Building realistic, yet innovative 360 plans considering competition, sales performance, trends, costs aspects, & regional specificities
  • Work with internal and external agencies to ensure the creative and innovative deliverables (campaign, events, tool kit) to be 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

 

 

REQUIREMENTS

  • Bachelor's degree in marketing or equivalent
  • At least 8 years of relevant experience and prior experience in 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 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
  • 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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