Senior Marketing Manager, Shiseido

MAIN PURPOSE

The Senior Marketing Manager is responsible for developing and executing integrated 360° marketing strategies, translating regional and global brand direction into locally relevant and commercially impactful plans across product marketing, media, consumer engagement, CRM, e-commerce, retail activation, and communications.

With strong commercial accountability, the Senior Marketing Manager oversees budgeting, forecasting, P&L performance, pricing, and promotional strategies, while leveraging market trends, consumer insights, and business performance data to identify growth opportunities and provide strategic recommendations.

As the brand guardian, this role ensures consistency in brand positioning and consumer experience across all touchpoints, balancing long-term brand building with short- and medium-term commercial objectives.

The Senior Marketing Manager works closely with Sales, Retail, E-Commerce, CRM, PR/Communications, Visual Merchandising, Education, Finance, and regional/global teams to drive cross-functional alignment, operational excellence, and overall business performance.

KEY RESPONSIBILITIES

Brand Strategy & Business Leadership

- Lead annual and medium-term brand strategies, translating global and regional direction into locally relevant plans based on market dynamics, consumer insights, and business opportunities.

- Identify growth opportunities across categories, consumer segments, channels, and retailers while balancing brand equity with commercial objectives.

- Own the annual marketing calendar and ensure strategic alignment across product launches, hero franchises, communications, consumer engagement, and commercial activities.

- Monitor market trends, competitor activities, and brand performance to provide strategic recommendations and strengthen competitive positioning.

Product & Integrated Marketing Strategy

- Lead product and portfolio strategies across key categories and franchises, including new launches, hero products, positioning, pricing, and promotional strategies.

- Develop and execute integrated 360° marketing plans across media, PR, digital, social media, influencers/KOLs, CRM, e-commerce, retail, and consumer events to drive brand desirability and business growth.

- Evaluate product and category performance to identify growth opportunities, accelerate hero franchises, optimize assortment, and improve portfolio productivity.

- Ensure consistent brand positioning and compelling consumer experiences across all touchpoints.

Consumer, CRM & Omnichannel Growth

- Drive consumer acquisition, engagement, and retention strategies to expand the customer base and strengthen loyalty, particularly among high-value consumers.

- Leverage CRM, consumer insights, and data analytics to enhance segmentation, personalization, and customer lifetime value.

- Partner with Retail and E-Commerce teams to deliver seamless omnichannel experiences and maximize traffic, engagement, and conversion.

Commercial Performance & Budget Management

- Own and manage annual marketing budgets, forecasts, and P&L performance, ensuring effective investment allocation, cost efficiency, and return on investment (ROI).

- Monitor key business and marketing KPIs, including sell-in, sell-out, market share, campaign effectiveness, and consumer recruitment, translating insights into actionable plans that drive growth and profitability.

- Continuously optimize marketing investments based on business performance, consumer impact, and strategic priorities.

- Manage agencies, vendors, and external partners to ensure high-quality execution, cost-effectiveness, and compliance with brand standards.

Cross-functional & Regional Leadership

- Partner closely with Sales, Retail, E-Commerce, CRM, PR/Communications, Visual Merchandising, Education, Finance, and Demand Planning teams to ensure strong execution of business priorities.

- Collaborate with regional and global teams to align local strategies with overall brand direction while advocating for local market needs.

- Present business performance, market insights, and strategic recommendations to senior management and key stakeholders.

Team Leadership & Development

- Lead, coach, and develop the marketing team, building strong strategic, commercial, and execution capabilities.

- Set clear priorities and performance expectations while fostering a collaborative, agile, and consumer-centric culture.

- Develop talent and strengthen team capabilities to support current and future business growth.

REQUIREMENTS

- Bachelor's degree or higher in Business Administration, Marketing, or a related field.

- Strong knowledge across all areas of marketing within the beauty industry.

- Minimum of 5 years of experience at the Manager level or above.

- Strong ability to manage complexity, with excellent leadership skills; self-motivated, results-oriented, and a creative thinker.

- Strong analytical skills with a solid understanding of digital marketing and emerging industry trends.

- Good computer literacy and proficiency in relevant business and marketing software.

- Excellent command of spoken and written English.