Travel Retail - Digital Marketing Senior Manager

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Date: 24-May-2022

Location: Singapore, 01, SG

Company: Shiseido


Shiseido Travel Retail is a fast-growing organization, focusing on distribution within Duty Free Zones (Airports, Downtown Stores, Airlines). Shiseido Travel Retail Asia Pacific is distributing more than 10 different brands, within Skincare, Make Up and Fragrances category.

As Digital Marketing Senior Manager, you will be leading the digital marketing strategy across all brands in Travel Retail Asia Pacific, defining differentiated and targeted digital strategies for the group’s portfolio of brands, driving awareness, consideration and conversion with a heavy focus on Chinese traveling consumers.

The incumbent will also play a key role in driving digital transformation in the organization.  



Lead Digital Marketing for Travel Retail APAC

The Digital Marketing Senior Manager will lead the development of the Digital marketing strategy along with Brand Marketing teams and has the full accountability in the planning and execution of the Digital Marketing Strategy in line with Brand guidelines and business objectives for Travel Retail Asia Pacific. The incumbent will also be responsible for driving online sales conversions on



  • Define and develop TRA digital strategy and investment priorities for each brand, work with key stakeholders to co-build annual digital investment/ allocation (between channels and between always on vs. campaign) plans across whole digital ecosystem – media (paid, owned, earned), CRM and Ecom.
  • Identify emerging media consumption and consumer engagement trends, share learnings and recommend actions to brand teams.
  • Develop and update annual TRA Digital landscape overview for strategy development with Brand teams.



  • Drive omnichannel campaigns ensuring seamless O2O executions across brands where applicable.
  • Design and implement standard processes to optimize campaign planning, KPI tracking and ROI measurement, ensuring to algin campaign brief with key stakeholders with clear objectives and KPIs for each campaign.
  • Lead team/agencies to provide holistic end to end digital plan addressing brief, including recommendations of budget split across various digital touchpoints to meet TRA marketing and business needs encompassing but not limited to paid media, social/KOL, social commerce,, third party collaborations (eg. Alipay)
  • Work with Brand function teams to ensure that all campaign assets are available and optimized for platforms.
  • Work with STR digital team to align on KPI dashboards, provide post campaign analysis and key learnings for future campaigns.
  • Drive cost efficiencies on investments to ensure continuous improvement on media ROAS across all channels.



  • Drive the TRA e-business strategy and sales including but not limited to implementing and optimizing Shop in Shops, maximizing SOV on retailer media and retailer social, driving social commerce via livestreaming activations in direct liaison with retailers and commercial teams.
  • Track online mix of business per brand and identify opportunities for further growth
  • Work closely with ASMs to ensure sufficient stock allocation to online platforms in accordance to business objectives and digital media investment.
  • Responsible for ensuring consumer-centric communication and navigation on retailer,com, eg keyword search optimization with Chinese nickname, product category tagging, linked products for cross selling, upselling, ratings and reviews where applicable.
  • Setup product listing management platform in conjunction with STR digital team.
  • Drive DTC ecommerce development i.e., Wechat miniprogram x CDF



  • Leverage retailer eCRM programs
  • Identify opportunities for data-driven collaborations ie Alipay



  • Partner with STR Digital on group digital transformation topics and initiatives
  • Identify opportunities to further improve TRA’s digital capabilities, leverage available resources, tools, expertise, best practice within organization that can reapply to TRA




  • Minimum Bachelor or Master’s holder
  • Minimum 12 years working in Digital Marketing / Communication / Ecommerce functions, preferably in Travel Retail within a FMCG or Beauty Player with successful track records experience in China and/or Chinese digital platforms.  
  • Strong analytical skills & Good Business acumen
  • Excellent communication skills – verbal, written (Proficiency in English & Mandarin)
  • Excellent organization skills, able to prioritize, meet timeline
  • A collaborative team player – concerned with the team success as well as individual performance
  • Solution orientated
  • Positive and Enthusiastic
  • Travel: 15% in average

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