MAIN PURPOSE

This role is responsible for driving commercial performance across channels through the planning and execution of retail marketing campaigns, trade promotions, and activation programs that support brand and business objectives. The Marketing Executive translates brand and marketing plans into integrated retail activation strategies, ensuring strong omnichannel execution tailored by retailer and channel.

The role also supports product marketing initiatives and is responsible for delivering elevated in-store brand experiences through effective visual merchandising, retail excellence, and consumer-centric activations. This position plays a key role in maximizing visibility, conversion, and shopper engagement across all retail touchpoints.

Key Responsibilities

Retail and Trade Marketing

Develop and execute retail marketing plans, promotions, and campaigns across all retail channels
Translate brand objectives into retailer-specific activation plans that drive traffic, conversion, and sell-out performance
Support the planning and execution of promotional calendars, retailer exclusives, seasonal campaigns, and key commercial moments
Collaborate closely with sales team and retailers to identify growth opportunities and maximize business performance
Monitor retail performance and campaign results, providing insights and recommendations to optimize effectiveness

Omnichannel Activation and Execution

Support the development and implementation of integrated omnichannel activation plans across retail, EC, social, CRM, and digital touchpoints
Ensure seamless execution and consistency of brand campaigns across all consumer-facing channels
Coordinate marketing assets, POSM, merchandising materials, and campaign deployment to support launches and promotional activities
Work closely with internal stakeholders, retailers and agencies to ensure timely delivery and execution excellence

Visual Merchandising (VM) And Retail Experience

Support the development and implementation of visual merchandising guidelines and in-store communication materials
Ensure brand standards and visual consistency are maintained across all retail locations and counters
Coordinate VM installations, campaign updates, product displays, and seasonal merchandising refreshes
Conduct regular retail audits and identify opportunities to enhance in-store visibility, shopper experience, and conversion
Partner with retailers and vendors to ensure timely installation and execution of VM initiatives

Product Marketing Support

Support the planning and execution of product launches and hero campaigns across retail channels
Coordinate launch materials, non-saleable products, product information and retail merchandising requirements
Track launch performance and gather retail feedback to identity opportunities for improvement

Retail Marketing Operation

Plan and recommend GWP offerings from HQ assets and local sourcing opportunities, ensuring alignment with campaign objectives, consumer needs, and budget allocation across all channels
Track and manage promotional investments, including rebates, vouchers, and marketing support by channel and retailer, ensuring spending remains within approved budgets
Support POSM forecasting, allocation, and utilization to maximize impact while maintaining cost efficiency and minimizing wastage
Monitor and analyse retail campaign performance, promotional effectiveness and ROI
Track competitor activities, market trends and retail best practices
Prepare post-campaign report and provide recommendations to improve future activations

Qualifications And Experience

Bachelor's Degree in Marketing, Business, Communications, Retail Management or related field
At least 2 years of relevant experience; retail marketing, trade marketing, brand marketing
Experience in beauty, luxury, FMCG, retail, or consumer industries preferred
Exposure to product launches, retail activations, promotions, and visual merchandising execution
Experience working with retailers, external agencies, and cross-functional stakeholders
Familiarity with omnichannel marketing and retail operations is advantageous
Commercially driven with a strong understanding of retail dynamics
Highly organized with excellent execution capabilities
Collaborative team player who works effectively across functions and retail partners
Proactive and solution-oriented with the ability to thrive in a fast-paced environment

Singapore - Marketing Executive, Shiseido