Regional Brand Manager, Shiseido

Main purpose

The Regional Brand Manager for Shiseido will own the development of long-term brand equity while helping deliver annual brand and business goals. This role is central to shaping the brand direction and supporting growth across Asia Pacific in close collaboration with the global brand owner, local market teams, and cross-functional stakeholders. Working alongside the Regional Brand Director, the role acts as the regional voice of the markets to keep marketing plans relevant and strong enough to support brand growth.

Key responsibilities

Marketing leadership and strategy

• Create and align full-funnel marketing strategies with local market teams and the global brand owner to drive successful launches and activations.
• Review business, consumer, and campaign performance across the region, uncover opportunities and learnings, and turn insights into clear action plans.
• Improve the return on marketing spend using findings from digital and social media analytics.
• Build CRM strategies and plans that support brand objectives and strengthen performance across the customer decision journey.
• Own regional CRM planning and execution.
• Handle regional price-setting and alignment to stay within global pricing rules while identifying pricing opportunities where possible.
• Create visual merchandising and assortment plans, coordinating with global and regional in-store design teams to ensure consistent and high-quality execution.
• Guide local market teams in setting clear marketing goals and KPIs.
• Encourage knowledge sharing by promoting best practices from global and regional teams.

Marketing operations and execution

• Review, assess, and approve launch and marketing plans from all markets.
• Monitor sales, advertising and promotion investment, and return on investment.
• Lead forecasting for marketing initiatives and launches by setting the regional forecast, consolidating market forecasts, benchmarking results, and improving forecast accuracy and launch revenue.
• Ensure local brand communications follow the global brand image and required guidelines.
• Track the brand’s visibility, performance, and activity across all major touchpoints.
• Keep an eye on competitor activity and performance in the market.
• Prepare business review materials and summaries of key marketing activities.
• Act as the main marketing contact between local markets and the brand holder team.

Requirements

• A bachelor’s degree is required, ideally in marketing or business studies.
• At least 8 years of experience in consumer marketing and retail is needed.
• Experience in the beauty sector and especially skincare is preferred.
• Regional Asia Pacific experience would be an advantage.
• Hands-on experience planning and executing 360-degree marketing campaigns and CRM strategies is needed.
• Strong commercial thinking, analytical ability, and communication skills are essential.
• The candidate should be a strong collaborator who can build productive relationships with stakeholders across the organisation.
• Comfort working in a flexible, fast-moving, and sometimes ambiguous environment is important.

Additional information

Shiseido Asia Pacific is certified as a Great Place to Work® in Singapore, reflecting its focus on employee experience and workplace culture.

Job segment

This role falls under marketing management, regional management, brand management, branding, retail design, marketing, management, and retail.

Notice

Date referenced in the source: 2 Jul 2026. Location: Singapore.