Travel Retail - Brand Manager, Shiseido

Shiseido; Singapore; On-site; SGD 80,000 - 120,000; Full time

Job summary

A global beauty company in Singapore is seeking an experienced Brand Manager to lead global travel retail brand strategies. The ideal candidate will have over 10 years of marketing experience, particularly in brand management. You'll be responsible for developing strategic brand plans and ensuring brand consistency across global markets. This role offers a unique opportunity to drive high-impact marketing initiatives in the dynamic travel retail environment.

Qualifications

• At least 10 years of marketing experience with experience in brand/marketing manager roles.
• Proven track record in brand management and strategic marketing leadership, preferably in FMCG and/or Beauty industry.
• Strong presentation and communication skills for executive-level interactions.

Responsibilities

• Develop strategic brand plans, 360° campaigns, and execution toolkits.
• Manage and work with Brand Holders for global TR strategy development.
• Lead monthly business and quarterly budget reporting to Brand Holders.

Skills

Strategic marketing leadership

Analytical skills

Cross-functional stakeholder management

Digital marketing knowledge

Problem-solving

Education

10+ years of marketing experience

Job description

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 Brand Manager serves as a strategic leader with dual accountability: Global TR Brand Strategy development and coordination across all TR regions (TR APAC, TR West, TR Japan), and Leadership of TR APAC brand strategy. This role encompasses global brand holder management, comprehensive business analysis and TR exclusive strategy development. The Brand Manager develops strategic brand plans, 360° campaigns, and execution toolkits, and cross-regional coordination to optimize brand performance across the global Travel Retail markets.

KEY RESPONSIBILITIES

Brand Holder (BH) Interface and Global Coordination

• Manage and work with BH and internal teams for global TR strategy development and alignment
• Lead discussions with BH on global TR exclusives, distribution strategy, and store design
• Coordinate BH requirements with regional market needs and capabilities
• Own and develop Marketing Calendar for global campaigns and product launches coordination
• Lead monthly business and quarterly budget reporting to BH

TR Global Brand Strategy Development

• Liaise and work with BH and internal teams to develop comprehensive global TR strategy leveraging market and competitor insights
• Lead global coordination with regional teams (TRW, TRJ, TRA) ensuring strategic alignment
• Oversee strategy implementation across regions with performance monitoring
• Ensure brand consistency and positioning alignment globally while adapting to regional market dynamics
• Development of Global toolkit for GTM campaigns
• Lead distribution strategy planning for global TR with performance monitoring
• Partner closely with Retail Design team to develop and implement global store design, concept development while ensuring cohesive brand expression and optimized visual merchandising across the Travel Retail channel
• Collaborate with the Director on Global TR P&L oversight, linking brand strategies to commercial and financial outcomes and providing recommendations for improvement

TR APAC Brand Management Strategy

• Develop comprehensive 360° campaign plans (digital, retail, trade, e-commerce) alongside TRA Marketing team
• Oversee global TR pricing strategy across regions and execute pricing strategy for APAC markets with key stakeholders: Pricing Team, Commercial Team, and Brand Holder
• Conduct competitive pricing analysis and provide strategic recommendations
• Ensure pricing alignment with Global Brand guidelines and regional market dynamics
• Lead forecasting of newness based on Marketing Calendar and innovation pipeline with internal stakeholders
• Manage brand budget for TRA

TR Exclusive (TREX) Strategy and Rollout

• Develop & lead Global TR Exclusive (E.g. TREX set assortment) campaigns across all TR markets with regional customization and alignment
• Coordinate cross-regional TREX rollout – track TREX execution, performance optimization, and comprehensive ROI analysis
• Conduct TREX competitive positioning and market opportunity assessment
• Partner with Brand Holder for TREX innovation pipeline management

Business Analysis

• Lead business performance analysis for TR Global and TR APAC markets, providing actionable insights and strategic recommendations
• Conduct competitive and market trend analysis to inform key business decisions
• Prepare performance reports for senior management and stakeholder reportingDrive cross-regional best practice sharing

REQUIREMENTS

• At least 10 years of marketing experience with experience in brand/marketing manager roles
• Proven track record in brand management and strategic marketing leadership, preferably in FMCG and/or Beauty industry. Experience in Travel retail an added advantage
• Demonstrates understanding in P&L management and budget management
• Strategic thinker, excellent analytical skills with data-driven decision-making capabilities and business analysis experience
• Strong leadership and cross-functional stakeholder management experience
• Strong presentation and communication skills for executive-level interactions
• Knowledge of digital marketing and omnichannel strategies
• Ability to work in matrix organization with global and regional stakeholders
• Demonstrates agility and proven experience in operating effectively under ambiguity
• Positive, results-oriented and demonstrates the ability to solve complex problems