Travel Retail - Marketing Assistant Manager, Shiseido

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Date: 12-Sep-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). It is part of the Shiseido Group, which holds more than 10 luxury and premium brands across the Perfume and Cosmetics categories (Shiseido, Cle de Peau, Nars, The Ginza Beaute, Anessa, Ipsa, Elixir, Laura Mercier, Drunk Elephant, Serge Lutens, Dolce & Gabbana and Designer Fragrances Brands).

Reporting to the Marketing Manager based in Singapore, you will play a significant role in managing the brand in the Travel Retail Asia channel. As a Marketing Assistant Manager, you will play a key role to both develop the business and organization in a very exciting and dynamic environment. You will be responsible for all operational planning, supporting the sales team in Duty Free channel (Airport, Downtown stores) to grow brand equity and visibility and drive sales to grow market share.



Animations and Promotions
You will be accountable for planning and execution of the trade marketing activations including: instore animation, events and promotional offers:

  • Develop event brief with clear objectives, budgets, KPIs for internal alignment with various stakeholders (Brand Function, Commercial, Visual Merchandising (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 tracking of ROI with post-mortem analysis where applicable
  • Manage agencies from the initial services procurement process and legal/contract management leading to the launch
  • Designing a segmentation & proposal of specific activities, events, promotions sites adapted to Operators to drive consumer experience excitement
  • Proactively track competitors’ animation and promotion 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 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 management of saleable and non-saleable items
  • Manage forecast of novelties and key SKUs of franchises under portfolio as well as Travel Retail Exclusives (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 TREX from frequent assortment analysis and competitor studies to undertaking TREX operations such as defining the TREX strategy, working on the forecast and ensuring timely logistics for execution in store
  • Seasonal VM updates/visual changeover for new product launch: work closely with Store Design & Visual Merchandising (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 monthly business reporting, new launch performance and any ad-hoc business reporting needs




  • Support all GWP operations including market and competitor analysis to build a sound GWP strategy, planning regional allocations, following up with relevant departments on GWP kitting, collaterals production and logistics to ensure smooth and timely execution
  • Manage market order tracking 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 agency briefing to production






  • Work closely with Digital teams to explore new retailer-led and brand-led Digital and Social initiatives, and ensure a well-integrated digital campaign that meet brand goals
  • 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, within budget and brand guidelines
  • Support other digital activities such as brand shop launch/upgrade, new product launches online listing, digital giveaways campaigns and livestreaming branded content



  • Prepare presentations for retailer meetings
  • Support the preparation of materials for meetings
  • Preparation of sales reports for the brand and recommendations where applicable




  • Possess a recognized university degree, preferably in Marketing / Business
  • At least 5 years’ working experience in Sales or Marketing function, preferably in FMCG / Beauty Player with successful track record
  • Prior experience in Travel Retail will have an advantage
  • Passionate in Marketing
  • Possesses a positive can-do spirit
  • High proficiency in MS Office namely Word, Excel and PowerPoint
  • Team player with strong interpersonal skills and ability to collaborate with multiple stakeholders
  • Visible Leadership skills – can motivate and lead others with integrity to achieve results
  • Strong business acumen, analytical and problem-solving skills
  • Excellent verbal and written communication skills in English and Mandarin (to liaise with Mandarin speaking associates)
  • Strong understanding of China market/Chinese consumers is a plus

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