Travel Retail – Senior Marketing Manager (Clé de Peau Beauté, IPSA, THE GINZA)

ABOUT SHISEIDO TRAVEL RETAIL

Founded in 1872, Shiseido is a global beauty company operating in approximately 120 countries and regions around the world. Our corporate mission: BEAUTY INNOVATIONS FOR A BETTER WORLD.

Based in Singapore, Shiseido Travel Retail is Shiseido’s global duty-free business which specializes in accelerating the growth of Shiseido’s brands to travellers and includes operations in airports, downtown stores, border shops, airlines, and ferries. Our portfolio includes skincare brands SHISEIDO, Clé de Peau Beauté, IPSA, ANESSA, THE GINZA, Drunk Elephant, and ELIXIR; makeup brand NARS; and fragrance brands narciso rodriguez and ISSEY MIYAKE PARFUMS.

MAIN PURPOSE

The Senior Marketing Manager is responsible the brand cluster’s marketing for Travel Retail Asia. Managing a total team size of 6, you will be responsible for driving and adapting TR brand strategy to each TRA subregion, to achieve business KPIs. You will partner the commercial leaders in growing brand equity, awareness amongst travelers (esp. Chinese consumers) as well as driving sales growth and gaining market share for the brand in the duty-free channels.

KEY RESPONSIBILITIES

TRA Business and P&L Ownership

• Co-own the TRA P&L for the assigned brand cluster, drive profitable growth via financial discipline & operational excellence in partnership with the Commercial leaders.
• Deliver brand sales targets, market share gains, and ROI objectives, track monthly /quarterly performance and ensure achievement of brand targets.
• Anticipate potential opportunities and risks in achievement of targets and put action plans in place.
• Own end-to-end planning and control of the TRA marketing budget for the brand cluster, working with cross functional budget owners to ensure alignment, tracking across brand expense categories (digital, EC, VM, POSM, events).
• Apply strong financial rigor, clearly articulating the business logic behind every marketing investment and challenging internal teams and agencies to maximise cost efficiency and ROI.

TRA Marketing Strategy & Execution

• Partner STR Brand team to develop and drive annual TRA Marketing strategy and business planning, articulate where to play, how to win and investment priorities.
• Build and own the TRA marketing plan for the brand cluster in close collaboration with TRA Commercial leaders, setting clear brand priorities by subregion, channel and key franchise.
• Lead TRA marketing team to deliver executional excellence of holistic 360-degree launches and campaign, ensure proper KPI setting with commercial team, not limited to campaign mROI, franchise MOB etc. Deliver Post campaign analysis to optimize forward plans.
• Develop Promotional strategy including but not limited to GWP strategy by channel, bundles, TREX by occasion, sub-region and channel (EC) to win in priority moments.
• Set brand priorities for SDVM team, ensure resources aligned with business needs.
• Lead joint business planning (JBP) meetings with Commercial, aligning trade, marketing, and financial priorities into one cohesive go-to-market approach.

Forecast & Category Management

• Establish overview of monthly forecast for brand cluster, partnering with Demand Planning to ensure forecast alignment to overall business targets, product performance trends, order demand, forward marketing plans and brand Sales by line target achievement.
• Accountable for overall brand cluster inventory health; saleable, POSM and testers.
• Lead team to establish right sizing of new launches, TREX, and determine forecast of strategic skus to nurture to derisk from top SKUs.
• Maintain the balance of contribution per brand/sub-region for sustainable growth.

Digital Marketing & E-commerce

• Set digital and e-commerce strategic direction for the cluster, partner with E-commerce teams.
• Drive brand cluster EC & go to market priorities based on business size and targets with solid understanding of EC landscape, and key metrics.
• With brand digital team, ensure brand level resources for e-commerce via close collaboration with EC team for opportunities.
• Identify and champion new digital initiatives to strengthen e-commerce performance and traveller engagement, and ensure campaign effectiveness is measured, benchmarked, and continuously improved.

Marketing Reporting, Analytics & Business Analysis

• Maintain a holistic view of the Travel Retail Asia landscape, spotting opportunities, risks, and trends by sub-region through competitive analysis, retailer dynamics, and market performance drivers.
• Together with the team, lead monthly, quarterly, and annual business performance reviews, translating data into clear actionable insights and cascade to necessary stakeholders.
• Direct deep-dive performance reviews (SKU productivity, franchise mix and growth, channel, region campaign ROI, promotion effectiveness) to identify and prioritise growth levers.

Leadership & Cross-Functional Collaboration

• Lead, mentor, and develop the TRA Marketing team, building capability, accountability, and a commercial, results-oriented culture.
• Act as the senior marketing point of partnership for the STR Brand Team, leadership, Commercial, Finance, agencies, and retailers, driving alignment and results across the region.
• Represent TRA marketing in senior forums, influencing Brand Holders to secure support, resources, and strategy alignment for the region.

REQUIREMENTS:

• At least 12 to 15 years of marketing experience with experience in brand/marketing manager roles
• Experience in beauty sub-category management and/or brand management. Experience in Travel Retail is an added advantage.
• Have leadership/people management experience. Able to collaborate effectively, motivate and lead others with integrity to achieve results.
• Strong understanding of digital marketing.
• Strong commercial and financial acumen.
• Strategic thinker with an analytical mindset
• Ability to multitask and proven experience in managing diverse stakeholders.
• Excellent verbal and written communication skills in English and Mandarin
• Demonstrates agility and proven experience in operating effectively under ambiguity
• Positive, results-oriented and demonstrates the ability to solve complex problems.
• Travelling is required (approximately 20%)

Tagged as: Financial Modeling