Asia Pacific Regional Brand Manager, Shiseido

Main purpose

The Regional Brand Manager for Shiseido will be accountable for strengthening long-term brand equity and achieving annual brand and business targets. In this role, the manager will help shape the brand’s direction and growth plans across Asia Pacific by working closely with the global brand owner, country teams, and cross-functional stakeholders. Along with the Regional Brand Director, this person will represent market perspectives to ensure marketing plans and strategies remain relevant and adequately support regional growth.

Key responsibilities

Marketing leadership and strategy

• Create and align end-to-end marketing strategies and 360-degree plans with local market teams and the global brand owner to support successful launches and marketing activations.
• Review business results, customer behavior, and campaign performance across the region to uncover opportunities, lessons, and insights, then convert them into clear action steps.
• Improve the return on marketing spend by using insights from digital and social media performance data.
• Build CRM strategies and plans that support brand objectives and help improve campaign effectiveness throughout the customer decision journey.
• Own and coordinate regional CRM planning and execution.
• Manage pricing alignment across the region, ensure adherence to global pricing rules, and identify opportunities for pricing optimization.
• Design visual merchandising and assortment plans, and work with global and regional in-store design teams to ensure coordinated, high-quality execution.
• Support local teams in setting practical marketing goals and KPIs.
• Encourage knowledge-sharing by promoting best practices across global and regional teams.

Marketing operations and execution

• Review, validate, and align launch plans and marketing plans across all markets.
• Monitor sales results, advertising and promotion investment, and return on investment.
• Lead the forecasting process for marketing initiatives and product launches by setting regional forecasts, consolidating market inputs, analyzing benchmarks, and improving forecast accuracy and launch revenue.
• Make sure local brand communications follow the global brand image and approved guidelines.
• Track the brand’s visibility, performance, and activities across all major touchpoints.
• Keep an eye on competitor actions and market performance.
• Prepare business review reports and summaries of key marketing activities.
• Act as the communication bridge between local markets and the brand holder team.

Requirements

• A bachelor’s degree is required, ideally in Marketing or Business-related studies.
• At least 8 years of experience in consumer marketing and retail is necessary.
• Experience in the beauty sector and skincare category is preferred.
• Regional experience within Asia Pacific will be considered an advantage.
• Hands-on experience in developing and executing 360-degree marketing campaigns and CRM plans is needed.
• Strong commercial thinking, analytical ability, and communication skills are essential.
• The ideal candidate should work well in teams and build productive relationships with stakeholders across the organization.
• Comfort with a flexible, fast-changing, and sometimes unclear work 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.