Travel Retail - Digital Marketing Manager, Prestige & Cosmetics

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Date: 20-Jul-2022

Location: Singapore, 01, SG

Company: Shiseido



In this new business context where Digital and E-commerce play a big role, the Travel Retail team is reinforcing the Digital team. We are looking for a Digital Marketing manager who will be fully responsible of the Shiseido brand digital strategy. This role will be key in the acceleration of the business and in recruiting new consumers.


Part of the Shiseido brand marketing team and working very closely with the Brand Holder (HQ) and China, the Digital Marketing Manager will drive and implement the O2O Chinese consumers traveling strategy. You will be defining differentiated and targeted digital strategies, driving awareness, consideration, and conversion with a focus on the Chinese traveling consumers.





With a collaboration mindset, you will be fully responsible on leading the Shiseido brand digital strategy, driving and implementing with the support of the team, a 360 digital strategy cross all consumers touch points strategy (content creation, social media platforms management, media buy strategy and KOL community and online events).


Reporting to the Shiseido brand Director, the Digital Marketing Manager will play an instrumental role in leading the brand strategy by setting up the right KPI vs the business needs, as well as ensuring the successful cross-fertilization of ideas between Travel Retail and China local market to maximise the activation for Chinese travellers. The role will also include to build effective partnerships with the Brand Holders (HQ), China local market, and Travel Retail teams with the intention to enhance brand equity and sales to increase brands’ market share and achieve financial targets with these key goals:


  • Translate Shiseido brand strategies into concrete Chinese-centric digital marketing plans for TR.
  • Drive the TR social media and digital amplification on cross border platforms such as WeChat,, retailers’ website.
  • Identify growth opportunities targeting Chinese travellers across the brands’ O2O presence corresponding to the go-to-market strategies in STR.
  • Share new ideas and best practices with TR markets, the China region, and the Brand Holders.


Digital Marketing

Leading and implementing the digital strategy with a proactive and creative approach to all digital platforms. Designs and implements innovative campaigns that increase awareness and support commercial goals.

  • Design, build and maintain the brands’ social media presence across digital channels 
  • Oversees and optimizes online content and images of owned channels and partner websites, ensuring alignment with the brand positioning and business objectives.
  • Lead and implement the content amplification for Cross Border social channels (WeChat, digital activations).
  • Identify new digital and growth opportunities to further engage Chinese travellers.
  • Build strong relationships with China-centric digital TR channels teams such as Ctrip, Little Red Book, and other China retailer platforms.
  • Supports Sales ensuring external messaging is aligned with brand guidelines and positioning
  • Partners with team to promote data capture, usage of the WeChat App, and monitor online agency partner performance.
  • Liaise with agencies for digital campaigns briefs, analysing results, and reporting on key learnings.
  • Manages Influencer Community, agreements and signing of contracts. Work with agencies for briefs (budget and deliverables). Manages overall influencer and media partner relationships
  • Reviews ROI for Influencers and make recommendations to Brands and deliver on KPI targets
  • Builds and maintains a database of digital influencers with ROI tracking for use by the Brands
  • Conduct a digital benchmark on a regular basis with key competitors, social listening to seize & maximize opportunities to improve our content and solutions.
  • Manage Paid Social campaigns with digital agency.
  • Leverage WeChat to amplify key messages through strategic and creative content and campaigns.
  • Drive a social media data-driven strategy by implementing a Social CRM strategy
  • Creates effective social media reports for internal and external stakeholders.



  • Identify trends and insights to optimize spend and performance.
  • Leverages online reporting tools ensuring activities are monitored and optimized against the pre-established KPIs.
  • Provides monthly digital KPI and social media reports vs the Sales results.
  • Collaborate with TR Markets to track and evaluate end-to-end customer experience post campaigns, across consumer digital channels





  • Bachelor's degree in business or other relevant fields
  • Minimum 8 years of marketing experience, of which at least 6 years of working experience in Digital Marketing and Social Media, ideally gained at top tier FMCG company or agency
  • Experience with Chinese digital Ecosystem, consumer engagement, consideration and sales conversion
  • Understanding of web technologies involved in digital and social platforms
  • Strong relationship building and leadership skills – can motivate and lead and influence with integrity others to achieve overall results.
  • Commercially sound with good understanding of reporting, profit and loss accounting and ROI calculation
  • Creative and problem solving and able to think big and act in detail.
  • Ability to multi-task effectively, managing multiple projects while being cognizant of deadlines and priorities.
  • Ability to manage third-party agencies, partners, and vendors.
  • Comfortable with analytics and numbers.
  • Solution orientated, decisive by nature and resourceful in the approach.
  • A collaborative team player – concerned with the team success as well as individual performance
  • Entrepreneur spirit – high energy levels and resilient
  • Ability to work in a highly matrixed environment
  • Excellent writing, presentation, and communication skills.
  • Attention to detail and organization.
  • Positive, Enthusiastic and a collaborative can-do mentality.



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