Assistant Marketing Manager - Travel Retail (Drunk Elephant & Fragrances)

About Shiseido Travel Retail

Established in 1872, Shiseido is a global beauty leader with a presence in nearly 120 countries and regions. Committed to its corporate mission of "Beauty Innovations for a Better World," Shiseido Travel Retail, based in Singapore, focuses on expanding the company's global duty-free business. This sector manages brand growth across airports, downtown shops, border outlets, airlines, and ferries. The brand portfolio includes skincare lines such as SHISEIDO, Clé de Peau Beauté, IPSA, ANESSA, THE GINZA, Drunk Elephant, and ELIXIR; makeup brand NARS; and fragrance lines including Narciso Rodriguez and ISSEY MIYAKE PARFUMS.

Main Purpose

The Assistant Marketing Manager will operate within the Marketing Team to execute and oversee marketing and trade campaigns for Drunk Elephant and Fragrance brands across the Asia Pacific Travel Retail market. The role involves utilizing business insights and operational management to bolster brand expansion goals.

Key Responsibilities

• Assist the Senior Marketing Manager in strategic planning that includes aligning brand portfolio priorities, marketing calendars, investment allocations, and sales target development.
• Coordinate cross-functional planning for brand growth initiatives, ensuring detailed retro-planning and operational readiness in close coordination with Travel Retail stakeholders and the global fragrances team.
• Oversee the Marketing Calendar and trade plans; collaborate with Visual Merchandising (VM) teams to execute timely visual merchandising changes consistent with animation schedules and brand standards.
• Communicate marketing implementation plans and performance metrics to Commercial, Retail Education, and Visual Merchandising teams to ensure coherent execution and alignment.
• Lead trade initiatives and supervise Marketing Executives to realize objectives aligned with business goals, collaborating with Commercial, VM, Demand Planning, Finance, and Pricing units.
• Develop trade activations supporting new product launches and strategic brand initiatives, including animations, events, and digital marketing campaigns, all adhering to brand guidelines.
• Create creative briefs for digital retailer initiatives like social media posts, homepage banners, and shop-in-shop upgrades.
• Design and implement Gift With Purchase (GWP) strategies and monitor Point of Sale Materials (POSM) usage according to trade plans and regional demands.
• Maintain organized marketing documentation such as calendars, assortment files, and marketing books used for retailer presentations.
• Develop brand promotional materials including on-counter tools, brochures, and gift packaging.
• Track and document promotion execution.
• Manage forecasting related to product novelties (fragrances), GWP, and key SKU adjustments through detailed analysis and collaboration with Demand Planning and Commercial teams.
• Work jointly with Demand Planning to manage Purchase Order planning monthly, maintaining adequate stock for novelties, TREX, POSM, and fair distribution of key SKUs, optimizing inventory and reducing excess and obsolete stock.
• Ensure flawless operational rollout of key launches both online and in stores, and manage all brand-related initiatives.
• Coordinate with Commercial teams to monitor stock in transit (SIT) for key SKUs across regions to support sales and propose depletion strategies when necessary.
• Support senior marketing management in budgeting and strategic presentations, including introducing new brands to retailers.
• Administer Advertising and Promotion (A&P) budget planning and monitor expenditure in partnership with Senior Marketing Executives.
• Develop collaborative relationships with internal and external stakeholders including Commercial, Finance, agencies, and retail partners to foster alignment, innovation, and results.
• Keep updated on competitor and consumer trends within the Asia region.
• Provide monthly business intelligence and performance reporting related to product launches, sales data, and marketing impact.
• Compile business performance reviews regularly to translate data into actionable insights supporting growth opportunities.
• Perform deep-dives into sales metrics including door performance, SKU productivity, franchise contributions, campaign return on investment (ROI), and promotion effectiveness to identify growth drivers.
• Monitor competitor activities and identify emerging beauty trends in Asia to advise strategic adjustments that maintain competitive advantage.

Requirements

• University degree, preferably in Marketing or Business discipline.
• 7 to 8 years of relevant experience in sales or marketing, mainly within FMCG or the beauty industry, with proven success.
• Experience in Travel Retail is advantageous.
• Familiarity with the Chinese market and consumer behaviors is a plus.
• Strong business acumen coupled with leadership qualities.
• Ability to work collaboratively across teams and organizational levels as a dedicated team player.
• Independence in multitasking and stakeholder management in a fast-evolving environment.
• Excellent proficiency in English and Mandarin, both spoken and written.
• Adaptability and efficacy in ambiguous circumstances.
• Proactive, results-driven with solid organizational capabilities.
• Willingness to travel approximately 20% of the time.