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 Marketing Manager, SHISEIDO is responsible for shaping and executing brand SHISEIDO's business and marketing strategy in Travel Retail Asia (TRA). This role combines strategic planning, business analysis, and flawless execution to deliver brand growth and commercial success. Reporting to the Senior Marketing Manager and working in close partnership with the STR Brand Team, TRA Commercial team, and cross-functional stakeholders, the Marketing Manager drives brand equity, shopper engagement, and market share across duty-free channels in Asia.
KEY RESPONSIBILITIES
Leading a team of 2 and reporting into the Senior Marketing Manager, you will be responsible for developing, planning and executing TRA marketing strategies in line with the global brand vision and Travel Retail Asia business objectives.
TRA Marketing Strategy
- Working with the Senior Marketing Manager, to build and own trade marketing plans in close collaboration with TRA Commercial leaders, setting and delivering clear CP targets for animations, campaigns, and key product franchises across regions, aligning with Global brand strategy.
- Create and execute 360° launch and promotion plans (e.g. retailer activation, outposts, PR events, etc.) in line with brand strategy, covering forecasting, allocation, VM, launch mechanics, pricing logic, and work with Digital team on digital integration.
- Develop trade and promotional strategies by occasion and sub region, grounded in a deep understanding of effective pricing architecture, competitive landscape, and consumer behaviour to win in priority moments.
- Define success metrics and ROI targets upfront for marketing activations and ensure delivery through disciplined tracking and performance management.
- Lead joint business planning discussions with retail partners alongside the Commercial team, aligning trade, marketing, and financial priorities into one cohesive go to market approach.
- Conceptualize and drive Travel Retail–specific activations, including events, outposts, promotions, and retailer exclusive platforms to maximize consumer excitement, conversion, and sales uplift.
- Own end to end budget for the total TR Asia marketing budget, working closely with Finance and multiple budget owners to ensure planning, immaculate tracking, and disciplined cost control across all spend categories (VM, POSM, rebates, events).
- Work closely with Demand Planning to ensure accurate and accountable forecasting for novelties, TREX assortments, GWPs, and sampling programs, supporting inventory optimization and sales achievement.
- Partner with the VM team to ensure timely VMD changes, aligned with animation calendars and in strict adherence to Brand Holder guidelines.
Marketing Reporting & Analytics
- Maintain a holistic view of the Travel Retail Asia landscape, actively spotting opportunities, risks and trends by sub region through competitive analysis, retailer dynamics, and market performance drivers.
- Provide marketing and strategic support to Management and Commercial teams across product launches, sell in, and sell through performance.
- Lead monthly, quarterly, and annual business performance reviews, translating data into clear insights, opportunity sizing, and recommended actions.
- Present marketing deployment plans and performance updates to Commercial, Retail Education, and Visual Merchandising teams to drive alignment and execution excellence.
- Conduct regular deep dive performance reviews, including SKU productivity, franchise contribution, campaign ROI, and promotion effectiveness to identify growth levers.
Digital Marketing Partnership
- Partner with Digital Marketing and E-commerce teams to develop high impact digital plans and assets across retailer platforms, driving awareness, engagement, and conversion.
- Collaborate with Digital team to monitor and evaluate digital campaign effectiveness, incorporating analytics and competitive benchmarking to refine strategies and improve ROI.
Leadership & Cross Functional Collaboration
- Lead, mentor, and develop team members (2), fostering a culture of accountability, commercial mindset, and executional excellence.
- Build strong, collaborative relationships with internal and external stakeholders, including Finance, agencies, Brand Holders, and retailers, to drive alignment, innovation, and results across the region.
REQUIREMENTS
- Possess a recognized university degree, preferably in Marketing / Business
- At least 8-10 years relevant working experience in either sales or marketing function, preferably in FMCG and / or Beauty Player with successful track records.
- Prior experience in Travel Retail will have an advantage.
- Strong understanding of China market/Chinese consumers is a plus.
- Experience in team management.
- A good team player with demonstrated ability to collaborate across functions/levels.
- Ability to multitask and proven experience in managing diverse stakeholders.
- Demonstrates agility and proven experience in operating effectively under ambiguity.
- Strong commercial and financial acumen.
- Positive, results oriented and demonstrated organization skills.
- Travelling is required (approximately 20%).
- Demonstrate strong financial rigor, with the ability to clearly articulate the commercial logic behind each marketing expense and actively challenge internal teams and agencies to achieve optimal cost efficiency and ROI.
