Travel Retail - Marketing Senior Manager, Prestige, Cosmetics & Fragrance

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Date: 13-Jan-2023

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). The incumbent will play a key role to both develop the Business and Organization in a very exciting and dynamic environment.


The Senior Marketing Manager will be responsible for both Strategic and Operational planning, supporting the sales team in Duty Free channel (Airport, Downtown stores) to grow brand equity and awareness amongst Chinese Consumers, as well as to drive sales growth and gain market share. The Senior Marketing Manager will be responsible for the overall implementation of Marketing plan for the portfolio of brands (Shiseido, Anessa, Elixir, Fragrances), providing marketing direction while ensuring a holistic, best-in-class execution for product launches, digital initiatives, on counter activities to drive conversion. The successful candidate will be supported by a team.






Lead Trade Marketing Strategy

The Senior Marketing Manager has the full accountability in the development, planning and execution of the Trade marketing strategy in line with Brand guidelines and Go-To-Market strategy in TR.


  • Build trade marketing strategy in collaboration with Regional Sales team to ensure that each region and retailer has the right marketing support to grow market share for the portfolio of brands.
  • Partner with Brand Management (Brand Directors & Brand Managers) to ensure efficiency of the marketing strategy, providing relevant and timely market/competitor/category/subcategory feedback to ensure needs of the business are catered for.
  • Aligning and adapting global brands strategies & yearly plans to better target shoppers, with a focus on Chinese consumers.
  • Drive the design and development of Outpost, PR events, Promotions sites adapted to Operators to ensure maximum consumers engagement and conversion.
  • Identify opportunities for on-counter activities with each region to drive sales and provide clear strategy, implementation guidelines and follow through with sales/activity tracking mechanism.
  • Define GWP strategy, ensure brands have the right GWP assortment/mix to be competitive, design and develop non-product GWP as necessary, ensure brand guidelines and image is respected.
  • Manage the marketing budget to ensure key launches and initiatives are adequately supported, maximizing ROI.
  • Definite right pricing strategy, partnering with Pricing team for each of the brands and in line with TR regulations.
  • Lead JBP presentations for key accounts/retailers with the Regional Sales team.



Support Digital / Social Investment

Partner with the Digital Marketing Manager to


  • Define and determine brand digital strategy including but not limited where to play/ how to win on (including distribution plan and investment), social/retailer social, digital media platforms.
  • Drive online conversion leveraging the most updated / relevant platforms and digital tools i.e., livestreaming, social selling in line with brand direction.
  • Leverage big data/data analytics for optimization of digital spend to meet brand marketing objectives.


Forecast & Category Management

  • Partner with Demand planning to deliver accurate forecast by lines to ensure right inventory level for sales by line target achievement.
  • Engage in business analysis (category, franchise) to drive business growth. Develop tools to analyze forecast, Sell In and Sell Out.
  • Determine the right level of forecast of new launches, TREX and top SKU, review sales and category trends, internal or external benchmarks, estimating potential by reviewing all available data.
  • Minimize out of stock situation for top SKU, maintain balance of contribution per brand/sub-region for sustainable growth.
  • Review and define right assortment and forecast for TR including core assortment, TREX sets and jumbos as well as non-sellable items.


Lead Coach and Develop Team

  • Taking a lead role in building a strong marketing management culture, spending time coaching Assistant Marketing Managers, identifying skills & opportunities for development, providing advice & guidance on local issues when needed.
  • Managing & reviewing performance and progress of direct reports and their areas, setting objectives & targets.
  • Drive team synergy, collaboration and efficiency







  • Possess a recognized Bachelor’s Degree or Master
  • At least 12 years working in either sales / marketing function, preferably in a FMCG and / or Beauty Player with successful track record
  • Experience in Travel Retail will have an advantage
  • Experience in beauty sub-category management and/or brand management
  • Strong business acumen, analytical and organization skills
  • Strategic thinker with a data mindset and the ability to multitask/manage a diverse portfolio of brands
  • Excellent verbal and written communication skills in English and Mandarin (to liaise with Mandarin speaking associates)
  • Demonstrates agility and the ability to operate effectively under ambiguity
  • Inspirational Leadership and Management skills – can motivate and lead with integrity others to achieve results
  • Strong interpersonal and collaborative skills
  • Results orientated with proven track record
  • Occasional travelling is required (approximately 15%)





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