Travel Retail - Marketing Senior Executive, Fragrance

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Date: 07-May-2022

Location: Singapore, 01, SG

Company: Shiseido



Shiseido Travel Retail is a fast-growing organization, focusing on distribution within Duty Free Zones - Airports and Downtown Stores. 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 Senior Manager, the Marketing Senior Executive will actively participate in driving brand growth of the Fragrance portfolio in the Asia Pacific Travel Retail market by supporting the team on the roll out of trade initiatives and business monitoring.





Marketing (50%)

  • Involved in the planning and execution of trade activations and campaigns to support new launches and brand’s key bets
  • Ensure launch/campaign readiness, planning and execution of product launches/marketing activations to ensure alignment with brand strategy in collaboration with relevant stakeholders (Commercial, Visual Merchandising, Education…)
  • Conceptualization of digital content plan and providing the Digital Marketing Team with creative brief to rollout e-retailer digital initiatives (Social Media Posts, Homepage Banners, Shop in Shop upgrades)
  • Support AMM on Media campaigns, KOL marketing and social campaigns to drive brand growth
  • Monitor social buzz and trends and translate them to actions to help support business
  • Update Marketing Calendar, maintaining brand assortment file and preparation of seasonal Marketing Books for retailer’s presentation
  • Lead the development of brand collaterals (on-counter tools, brochures, gift boxes)
  • Maintaining inventory of brand assets including Brand Guidelines, Visual Assets and Social Media Assets
  • Support the team in daily operations follow-up & execution (stock fulfilment, quality issues, or any trade-related matter…).


Forecast Deliverable & Business Monitoring (25%)

  • Assist in alignment of launch & promotions across the APAC region
  • Support the forecasting process of Novelties, Travel Exclusives, Gift with Purchase (GWP) and samples in collaboration with demand planning and commercial teams
  • Tracking of novelty launch and TREX performance and providing insights and analysis to improve brand’s performance
  • Responsible for monthly business monitoring (analysis of sell-in and CP by region, brand lines and top SKUs) and reporting to Brand Team
  • Keeping abreast of competitor’s activities and consumer trends in the region


Trade Marketing (15%)

  • Support new door opening Marketing programs including planning and execution
  • Assortment Management and rationalization to ensure business productivity
  • Work with commercial teams to identify marketing opportunities per door to maximise retailer activations
  • Preparation of monthly PO reminders to Commercial Team
  • Responsible for planning and tracking of POSM usage based on trade plan and regions’ needs. Provide insights and analysis on our promotional plans and campaigns leveraging on our POSM support.
  • Instore/counter event support where necessary
  • Work with AMM on developing strategy, plan and implementation for TREX


Sales & Admin Support (10%)

  • Preparation of monthly sales and launch recap reports for all brands
  • Maintenance of master data files, product samples ordering, raising of purchase requisitions and any other administrative duties assigned from time to time with support of Marketing Assistant.
  • Production of marketing collaterals for on-counter usage
  • Supporting the team on monthly meetings/presentations


  • Possess a recognized university degree, preferably in Marketing / Business
  • At least 3 years of relevant working experience with prior experience in cosmetics/beauty
  • Experience in Travel Retail industry will have an advantage
  • Agile worker and able to organize and prioritize tasks in a very fast-paced environment
  • A self-starter who can work independently with a positive mindset, enthusiastic and collaborative
  • A strong team player with good communication skills to facilitate cross functional discussions
  • Excellent organisational skills, able to prioritise and understand business context

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