Travel Retail - Marketing Assistant Manager, Anessa & Elixir

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Date: 10-Nov-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, Air flights).
  • Reporting to the Senior Marketing Manager based in Singapore, you will play a significant role in managing a diverse portfolio of brands; ANESSA and ELIXIR.). As Travel Retail Asia Marketing Assistant Manager, you will be responsible for all marketing and brand operations planning, supporting the sales team in Duty Free channel (Airport, Downtown and Online stores) to grow brand equity and visibility and drive sales to grow market share.





Marketing Plans

  • Develop, adapt and maintain marketing and trade calendar for all brands in the portfolio, ensuring adequate support for sales ambition.
  • Work with Brand Management teams to ensure that TRA business needs are catered too.
  • Plan and manage marketing budgets by brand, by market.


Animations and Promotions

You will be accountable for planning and execution of the trade marketing activations including but not limiting to; instore animation, events and promotional offers

  • Develop event brief with clear objectives, budgets, KPIs for internal alignment with various stakeholders (Brand Function, Commercial, VM, Demand Planning, Digital, Education, PR & Communications) where applicable
  • Ensure execution excellence: managing effective A&P budget control, ensure effective agency timeline, quality control, preparation of toolkits, liaising with internal and external stakeholders to ensure smooth execution and follow through and tracking of results, ROI, post-mortem analysis where applicable
  • Manage agencies from the initial services procurement process and legal/contract follow-ups to the regular management leading to the launch
  • Designing a segmentation & proposal of specific activities, events, promotions sites adapted to Operators to drive consumers experience excitement
  • Proactively track competitors’ animation and promotions best practices to strengthen brand plans
  • Manage Outdoor Media (OOH) execution by coordinating with internal (VM team) and external agency to ensure timely and quality execution that is in line with brand and campaign needs



Product Marketing

  • Collaborate with Demand Planning on sound forecast and effective inventory management to minimize excess obsoletes through accurate maintenance of assortment matrix, launch order tracking and close management of saleable and non-saleable items
  • Manage forecast of novelties and key SKUs of franchises under incumbent’s portfolio as well as TREX category, ensuring timely updates to FuturMaster platform
  • Annual sales by line creation and monthly maintenance of the sales by line report to track line performance vs. plan monthly
  • Support in the management of TR Exclusives (including Retailer Exclusives), from frequent TREX assortment analysis and competitor studies to undertaking TREX operations such as defining the TREX strategy and assortment, working on the forecast and ensuring timely logistics for execution in store
  • Seasonal VM updates/visual changeover for new product launch: work closely with SDVM team and commercial team on alignment and timely execution of launches in store
  • Support pricing discussions where applicable
  • Assist in the creation of Seasonal Marketing Books and Campaign Launch Books
  • Support in preparing data for monthly business report, new launch performance and any ad-hoc business reporting needs



  • Support all GWP operations including but not limited to studying the market and competitors to build a sound GWP strategy, planning allocations for regions, following up with relevant departments on GWP kitting, collaterals production, labelling/printing/logistics to ensure smooth and timely execution
  • Manage market order tracking and follow up to ensure order accuracy versus allocation and phasing plan to minimize risk of OBSM/non-fresh samples
  • Track GWP and POSM shipment and budget and maintain updated information
  • In charge of special campaigns’ limited edition GWPs by creating a detailed brief for Business Function
  • Manage POSM development (Leaflets, Signages etc.) from briefing the agency to production





  • Work closely with Digital teams to explore new retailer-led and brand-led Digital and Social initiatives, test, and learn and ensure a well-integrated digital campaign that meet brand goals and objectives
  • Support the implementation of social and digital campaigns by maintaining the brand communications calendar, ensuring timely availability of assets, proper approval process and timely delivery
  • Manage day to day operations for online campaigns and livestreams, working closely with internal teams(digital and commercial) to ensure campaign deliverables are implemented on time and within budget & within brand guidelines
  • Support other digital activities such as brand shop launch/upgrade, new product launches online listing, digital giveaways campaigns and livestreaming branded content


People Management

  • Manage and guide 1 direct report to ensure optimal performance
  • Develop and support growth of direct report



  • Prepare presentations for retailer meetings
  • Support the preparation of materials for meetings
  • Preparation of sales reports for the brand; category, franchise, region, retailer, provide analysis and recommendation where applicable




  • Possess a recognized university degree, preferably in Marketing / Business
  • At least 5 years’ relevant working experience in either Sales or Marketing function, preferably in FMCG and / or Beauty Player with successful track record
  • Has a strong sense of numbers, strong problem-solving skills and is analytical
  • Team player with strong interpersonal skills and ability to collaborate with multiple stakeholders
  • Visible leadership skills – can motivate and lead others to achieve results
  • Excellent verbal and written communication skills in English and Mandarin 
  • Strong understanding of China market/Chinese consumers is a plus
  • High proficiency in MS Office namely Word, Excel and PowerPoint
  • Prior experience in Travel Retail will be advantageous
  • Passionate in building beauty brands and marketing
  • Possesses a positive can-do spirit


Job Segment: Demand Planner, Supply Chain, Marketing Manager, Assistant Manager, Animation, Operations, Marketing, Management, Creative