Head of Marketing, Franchise Markets

About Sephora SEA

Sephora SEA embraces beauty as a means to feel valued, empowered, and connected, celebrating diversity and individuality. Operating an omni-channel business spanning eight countries including Australia, India, Indonesia, Malaysia, New Zealand, the Philippines, Singapore, and Thailand, Sephora SEA runs over 100 stores and iconic flagship locations such as ION and Raffles City in Singapore, F88 in Kuala Lumpur, and Pitt Street in Sydney. The region is experiencing robust growth with new store launches and expanding business channels like click-and-collect and marketplace sales.

Role Overview

The Senior Manager, Franchise Marketing is charged with crafting and directing marketing strategies alongside Sephora’s franchise partners in selected markets. This encompasses nurturing existing franchise operations and spearheading marketing efforts for new market rollouts, with objectives centered on enhancing brand equity, boosting customer engagement, and driving commercial growth.

Key Responsibilities

• Collaborate with franchise teams to formulate annual and campaign marketing strategies that align with regional and global Sephora branding guidelines.
• Guide franchise partners in adapting regional priorities into tailored, market-specific marketing actions for both established franchises and market entrants.
• Maintain alignment of franchise marketing efforts with Sephora’s brand identity, campaign frameworks, and customer experience standards.
• Support franchise partners to design comprehensive marketing plans that increase customer visits, conversion rates, and sales across diverse consumer interaction points.
• Utilize regional launch resources and campaign guidance to ensure franchise market readiness, smooth new market activations, and superior campaign execution by local teams.
• Review marketing campaign outcomes and franchise market feedback to optimize and continually enhance performance.
• Advise franchise teams on customer engagement and loyalty schemes consistent with Sephora’s regional strategies and priorities.
• Employ campaign data, customer insights, and franchise input to refine marketing effectiveness across various markets.
• Establish strong partnerships and trust with franchise marketing teams, offering expertise in planning, priority setting, and ensuring execution preparedness.
• Propagate consistent marketing practices across franchise markets by sharing best practices, frameworks, and set launch standards.
• Uphold high standards of marketing execution through clear guidance, constructive feedback, and ongoing collaboration with franchise stakeholders.
• Assist new franchise markets with startup preparation including interpreting launch frameworks, toolkits, and brand expectations.
• Serve as the key marketing liaison between regional Sephora teams and franchise partners in assigned markets.
• Efficiently manage a complex matrix environment balancing franchise needs with regional strategies, launch schedules, and brand governance.
• Promote disciplined marketing planning, clear communication pathways, and thorough review processes to ensure alignment and quality execution.
• Coordinate with regional stakeholders to support marketing aspects of franchise market entry and launch planning.

Qualifications & Experience

• Extensive marketing experience within retail, beauty, FMCG, or consumer brand sectors—preferably involving multi-market, franchise operations, or market expansions.
• Strong commercial and brand marketing acumen, with the capacity to convert regional strategies into actionable market plans.
• Proven ability to collaborate effectively and influence cross-functional teams and external partners in a matrix environment.
• Strategic thinker with meticulous attention to branding consistency and execution details.
• Adept at navigating complex multi-market landscapes and skilled in managing through influence rather than direct authority.

Work Culture and Environment

• An inclusive community that embraces authenticity and values diversity as a source of strength.
• Empowering culture focused on continuous learning, innovation, and leadership growth opportunities.
• Work that delivers fulfillment by delighting clients daily and inspiring the broader industry.

Diversity and Inclusion Statement

Sephora is deeply committed to equality and being an inclusive employer. The company ensures fair treatment across recruitment, hiring, training, career advancement, and employment practices while fostering an environment that respects and celebrates the uniqueness of every employee.