The
Regional Head of Marketing & Merchandising is a pivotal role responsible for driving the integration of marketing and merchandising strategies to maximize business performance across multiple markets within the SEAO region. Acting as the essential bridge between global guidelines and local execution, you will orchestrate impactful product launches, measures product performance, and ensures swift commercial adjustments to sustain local relevancy and profitability.
Reporting to the Regional MCC Director, you will lead the marketing strategy across all categories - namely Watches, Jewellery, Accessories, and Fragrances - within the region. You will oversee a team of product category managers to ensure consistent strategic direction while enabling agility at the local market level.
With a strong focus on assortment relevancy and go-to-market execution, you will drive both commercial performance and brand elevation. Leveraging data-driven insights, you will guide the team in making informed, fact-based decision, ensure alignment with broader regional objectives across SEAO.
Key Responsibilities
- Category Vision & Strategy:
- Define and coordinate the mid-term product category vision and strategy for SEAO region, translating global brand ambition into locally relevant priorities across all categories.
- Set category-level financial ambitions for the region, ensuring alignment with commercial and strategic planning.
- Position product lines and define their role as well as contribution to the Maison within the SEAO context.
- Accompany strategic thinking on product life cycles, including conducting quarterly cross-market sessions.
- Product Launch & Go-to-Market Excellence:
- Lead the end-to-end go-to-market strategy for new product introductions, ensuring 360-degree execution across all touchpoints and markets.
- Serve as the primary liaison between HQ and markets, translating global product strategy into actionable plans.
- Drive governance rituals and cross-functional alignment to ensure consistent and timely market readiness.
- Coordinate cross-market optimized product launches based on local agendas and needs, evaluating consolidated launch opportunities.
- Partner with Communication and Strategic Planning teams to scale communication resources/assets effectively.
- Facilitate product brief and validation processes with HQ.
- Commercial Performance & Optimization:
- Monitor category performance against targets and lead corrective action plans in collaboration with relevant stakeholders.
- Oversee margin management, pricing positioning, and sell-through analysis across markets.
- Animate regional performance rituals and cross-market product line reviews, ensuring transversal KPI tracking and product launch monitoring.
- Liaise with Operations and Flows for qualitative insights for stock performance assessments.
- Data-Driven Insights & Transformation:
- Transform data into actionable strategies that drive sales, optimize allocation, and maximize client experience.
- Assess and enhance the efficient, consistent, quality, and format of internal product information broadcasting and cross-market product launch animation.
- Lead key transformation projects including Sales Forecasting, Pricing Intelligence, Smart Allocation, Launch KPI Framework, and Real-Time Dashboards.
- Cross-Functional Leadership & Community Management:
- Represent SEAO as a key point of contact for HQ Marketing & Merchandising teams, ensuring strong alignment and integrated working methodologies.
- Lead cross-category showroom coordination and preparation to ensure SEAO's active role in global planning
- Champion best practice sharing across markets and build a high-performing regional Marketing & Merchandising community.
Key Competencies
- Minimum of 10 years of progressive experience within Marketing and Communication, with a proven track record of leading and integrating product and merchandising strategies across multiple markets.
- 3-5 years experience in leading and developing a team of managers or specialists.
- Exceptional communication, interpersonal, and stakeholder management skills, with a proven ability to influence, negotiate, and build consensus across diverse teams.
- Strong analytical and data-driven mindset, combined with commercial acumen, to effectively leverage insights for decision-making and performance optimization. Experience in Looker is an advantage.
- Proven track record in building, animating, and nurturing professional communities.
- Strong project management skills with a track record of successful execution.
- Demonstrates a proactive, flexible, and innovative approach towards problem solving.
- Travel required (up to 25%), subject to annual event calendar.
