Travel Retail - Digital Marketing Manager

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Date: 23-Nov-2021

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 Manager, you will play a key role to strengthen the brand awareness to our travelers through strong digital Marketing Campaigns within Travel Retail Platforms mainly targeted to Chinese shoppers on our key core brands Shiseido, Cle de Peau Beaute and Nars.  


The Digital Marketing Manager will be responsible for both Strategy and Operational planning, supporting the Marketing team to grow brand equity, awareness to Chinese Consumers and drive traffic to stores to grow our market share in Travel Retail Asia Pacific.




Lead Digital Marketing for Travel Retail APAC

The Digital Marketing Manager has the full accountability in the planning and execution of the Digital Marketing Strategy & Campaign in line with Brand guidelines and Go-To-Market strategy in Travel Retail Asia Pacific. The incumbent will also be responsible for driving ecommerce


  • DIGITAL STRATEGY & IMPLEMENTATION:  Collaborate closely with key stakeholders; TRA Marketing team, Brand team and Consumer Engagement teams to ensure that the strategy and plan supports business needs and is in line with Brand strategy.
  • O2O CONSUMER JOURNEY: Develop O2O journey with Marketing Managers to deliver a 360-marketing plan ensuring integration of digital with marketing animations.
  • ECOM:  Drive the TRA eCom strategy and sales including but not limited to implementing and optimizing Shop in Shops, maximizing SOV on retailer media and retailer social including driving social commerce via livestreaming activations in direct liaison with retailers and commercial teams.
  • BUDGET: Responsible for the Digital Marketing Budget Investment
  • TEAM: Manage a Marketing Assistant / Executive being able to lead coach and develop
  • Collaborate across functions and multiple stakeholders to ensure fluidity of communication and consistency of activation across teams.



  • Minimum Bachelor or master’s degree
  • Minimum 8/10 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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