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
Responsible for the planning and detailed execution of all online initiatives (social, digital, media, EC merchandise), as well as O2O and creative campaigns for CPB, IPSA and The Ginza throughout the omnichannel journey across Travel Retail (TR) markets (Asia, Japan, EMEA, and the Americas).
The role needs to keep a close eye on all the KPIs in driving brand & product awareness, customer acquisition, and sales growth in travel retail, requires expertise in omnichannel digital marketing and with data-driven mindset.
KEY RESPONSIBILITIES
Digital Marketing Planning & Implementation
• Work closely with the Digital Marketing Manager to outline the brand’s digital strategy and develop a concrete digital marketing plan for TR markets.
• Propose overall annual digital plans that align with brand directions and implement campaigns encompassing media planning & buying, digital asset creation and management, PGC/UGC/social seeding initiatives, social media & CRM management, partnership coordination and data tracking/reporting, in line with the Marketing calendar and sales targets.
• Manage all digital content and lead the tracking, sharing, and analysing of results to optimize ROI.
Campaign Localization & Business Analytics
• Responsible for all asset localization and adaptation across regions to ensure all follows brand guideline and align with domestic market.
• Support Digital Marketing Manager in consolidating online business performance on monthly basis and identify opportunities for online business growth.
Social Media & SCRM Management
• Manage brand-owned social media accounts and develop social media toolkits working closely with internal teams on digital campaign planning.
• Work closely with internal teams and agency to propose content calendar for all regions.
• Plan and execute regional SCRM campaign, ensuring alignment with sales & marketing KPIs across stakeholders.
• Manage retailer social channels with EC team and develop communication calendar.
e-Commerce Activation
• Create brand-owned EC assets, including retailer.com shop-in-shops, brand PDP, and overall maintenance for the three brands for TRA retailers.
• Collaborate with internal stakeholders (brand, marketing, and EC), and work closely with external agencies for timely delivery of all EC campaigns for key retailer.com and social media assets for retailer social media platforms.
• Timely audit of retailer.com to ensure accuracy in product launches and marketing campaigns.
• Provide monthly post-campaign media reports and explain the key business drivers.
• Stay abreast of the competitive landscape and develop new initiatives.
Budget Coordination & Input
• Assist the Digital Marketing Manager in the digital marketing budget to ensure key initiatives are adequately supported.
Team Collaboration & Support
• Play a part in building a strong team culture.
• Be a good team player and encouraging collaboration within and across functions and brands.
