Travel Retail - Marketing Manager, Shiseido

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Date: 25 May 2023

Location: Singapore, 01, SG

Company: Shiseido


The Marketing Manager is responsible for translating Shiseido brand strategies into a trade marketing strategy in line with brand guidelines and TR Asia Pacific (TRA) go-to-market plans. Reporting to Senior Manager, Brand and Marketing, you will manage a team responsible for end-to-end operational planning, supporting the Commercial team to grow brand equity and sales across Duty Free channels, improving market share and ensuring brand objectives and brand-specific financial targets are realized.




TRA Trade Marketing Plan Development

  • You will have full accountability in the development, planning and execution of the trade marketing plans in line with Brand guidelines and Go-To-Market strategy in TRA.
  • Your duties include:
  • Building trade marketing strategy in collaboration with TRA Commercial leaders to ensure that each region/retailer has adequate marketing support to grow brand Shiseido’s market share.
  • Having a holistic view to ensure alignment of brand Shiseido’s marketing plans with brand strategy.
  • Providing implementation guidelines and following-through with sales tracking mechanisms.
  • Overseeing the TRA A&P investment plans to ensure key launches/initiatives of brand Shiseido are adequately supported and maximizing ROI.
  • Leading joint business planning presentations for key accounts with TRA Commercial.
  • Conceptualizing Travel Retail specific activities, events, promotions sites adapted to Operators to drive consumers’ experience and excitement and identifying opportunities for on-counter activities to drive sales in each region


Analytical Tools & Marketing Presentation

  • Provide marketing support to commercial team in product launches, provide support in sell-in and sell-through of the brand.
  • Lead the monthly/trimester/annual reporting and advise respective stakeholders accordingly.
  • Present monthly/semester/annual marketing deployment to Commercial, Retail Education and SDVM Teams.


Targeted Marketing Tools & Activation Plans

  • Create and execute 360 Launch and re-promote plans according to Brand Strategy– including forecast/allocation, visual merchandising, launch mechanics and digital plans.
  • Drive the conceptualization and implementation of retailer events (outposts, PR Events, promotion sites) in partnership with stakeholders, including design, offline and online marketing activation (e.g., retailtainment, livestreams) for maximum engagement and sales conversion.
  • Collaborate closely with Sales, Retail Education and VM team on the planning and execution of launches for on-counter/in-store events & VIP consumer events to drive consumer engagement, create luxury experiences and strengthen brand exposure
  • Work closely with Sales and VM team to ensure that animations/ activities planned are in accordance with Brand’s marketing budget and Key Bets
  • Defining GWP assortment, samples and pouch designs aligned with Brand Guideline and market needs


Support Trade Digital / Social Investment

  • Partner with the Digital Marketing team to develop the most ideal and relevant plans and assets to reach out to our consumers on retailer’s platforms, increasing awareness, reach conversion.
  • Explore new digital initiatives in retailer e-commerce with TRA stakeholders to drive consumer engagement and digital outreach.
  • Digital analytics – Collaborate with Digital Marketing team to analyze and measure campaign effectiveness and monitor competitor activities.


Processes Improvement

  • Evaluation of workflow processes on a continuous basis to achieve improvements where needed.


Team Management and Development

  • Perform on people management capabilities by:
  • Supporting leaders in building a strong management culture.
  • Providing constructive performance feedback to direct report(s) as part of their on-the-job development.
  • Initiating timely discussions with direct reports to coach direct reports and keep them motivated.
  • Encouraging collaboration within and across functions/brands.



  • Possess a recognized university degree, preferably in Marketing / Business
  • At least 8 years’ relevant working experience in either sales or marketing function, preferably in FMCG and / or Beauty Player with successful track records.
  • Prior experience in Travel Retail will have an advantage.
  • Strong understanding of China market/Chinese consumers is a plus.
  • Experience in team management.
  • A good team player with demonstrated ability to collaborate across functions/levels.
  • Ability to multitask and proven experience in managing diverse stakeholders.
  • Excellent verbal and written communication skills in English and Mandarin (to liaise with Mandarin speaking associates).
  • Demonstrates agility and proven experience in operating effectively under ambiguity.
  • Strong commercial and financial acumen.
  • Positive, results oriented and demonstrated organization skills.
  • Travelling is required (approximately 20%).

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