Travel Retail - Brand Senior Executive / Assistant Manager, Shiseido

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Date: 15-Sep-2022

Location: Singapore, 01, SG

Company: Shiseido



Reporting to the Brand Manager based in Singapore, you will be part of Shiseido Travel Retail – Global team to support translating the Shiseido brand strategy into a Travel Retail Specific roadmap. You will work closely with regions to localize marketing strategies, develop effective promotions and marketing materials. You will also be responsible for ensuring brands consistency across Travel Retail markets worldwide.






  • Assist Brand Manager in establishing positioning, identify target audiences, and develop marketing plans with clear objectives across regions in Travel Retail, with a focus on Chinese Global Shoppers.
  • Assist Brand Manager in liaison with external agencies and consequently regional marketing teams for campaign creation and implementation (develop creative briefs, monitor creative direction & manage assets and deliverables).
  • Assist Brand manager in the consolidation of information and alignment of global marketing functions (Promotions, PR, Digital).
  • Support in the development of Go-To-Market Launch Books by streamlining key information from Headquarters’ Brand Team to a comprehensive document to deliver market/consumer insights, objectives, big bets, 360 launch plans and list of supporting assets.
  • Issuance of Travel Retail Marketing Guidelines (i.e. marketing calendar, launch book) to regional marketing teams.
  • Follow up with regions for submission of their marketing plans (launches, animations, visuals) for consolidation & review.
  • Follow up with regions for post-campaign analysis.
  • Provide monthly brand analysis and direct competitor review.
  • Liaise with regions through monthly calls, that is, minutes-taking and follow-up.
  • Initiate new and innovate new ways to attract and recruit new consumers.



  • Work alongside Communications/Cross Border Team to develop a Travel Retail Specific KOL/Influencer Strategy.
  • Issuance of social and digital toolkit to regional marketing teams and provide digital assets & recommendation for regions’ implementation. Management of WeChat account, development of Travel retail relevant content and social CRM programs
  • Manage contents & updates of digital assets, as well as regular sharing with all regions.
  • Assist brand manager in developing KOL strategy & full-year KOL planning and activation.
  • Maintain a complete PIMDAM database which is aligned with brand positioning as well as competitors.


Visual Merchandising

  • Liaise with Store Design/Visual Merchandising department in the creation/development of collaterals, outpost concept and Point of Sales Materials for counters/ key launches.
  • Review store openings and assist in store design and Visual Merchandising initiatives.




  • Work with pricing team to manage product master pricing file, product information and assortment for all regions.
  • Work with pricing team to update master pricing file with pricing updates from Brand holder.




  • Bachelor's Degree in Marketing or equivalent
  • Minimum 3-5 years of relevant working experience and prior experience in FMCG or beauty industry will have an advantage.
  • Good Commercial sense and business acumen.
  • Strong interest in skincare and makeup trends.
  • Strong relationship building and leadership skills – can motivate and lead and influence with integrity others to achieve overall results.
  • Excellent communication skills – verbal, written to include report writing
  • Creative and problem solving and able to think big and act in detail.
  • A collaborative team player – concerned with the team success as well as individual performance.
  • Excellent organisation skills, able to prioritise.
  • Strong analytical and organization skills with attention to details.
  • Solution orientated, decisive by nature and resourceful in the approach.
  • Self starter – high energy levels and resilience.
  • Positive, Enthusiastic and a collaborative can-do mentality.
  • Strong Microsoft Office skills especially Excel and PowerPoint.
  • Proficient in Mandarin (to liaise with our Mandarin speaking associates)
  • Proficiency with online marketing and social media

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