MAIN PURPOSE
Reporting to the Brand Manager, the Trade Marketing Manager is responsible for leading the overall Trade Marketing, retail excellence (retail execution and visual merchandising) and commercial activation strategy for the brand. The role translates brand strategy and the annual marketing calendar into integrated commercial plans that accelerate sell-out while strengthening Shiseido's prestige brand positioning across all retail channels.
As a key commercial business partner, the Trade Marketing Manager works closely with Marketing, Sales, E-Commerce, and Retail Partners to ensure every product launch, campaign, and activation is executed in line with the brand strategy while maximizing commercial performance.
The role identifies growth opportunities across retailers, channels, and stores by leveraging business performance analysis, shopper insights, and retailer intelligence to develop localized commercial strategies, retailer-specific activations, and channel initiatives that drive sustainable business growth.
Beyond traditional trade marketing, the position leads retail activation, e-commerce commercial planning, visual merchandising strategy, premium retail experience, and brand visibility across both offline and online channels. The role ensures consistent execution and an elevated consumer experience across department stores, specialty beauty retailers, and e-commerce platforms.
As the leader of the Trade Marketing function, this position provides strategic direction, coaching, and leadership to team members, fostering a high-performing team and driving execution excellence across every consumer touchpoint.
KEY RESPONSIBILITIES
Trade Marketing & Retail Activation
- Develop and execute annual and quarterly Trade Marketing strategies aligned with brand objectives, commercial priorities, and the marketing calendar.
- Translate national marketing campaigns into retailer-specific commercial plans and localized activations to maximize business opportunities, consumer engagement, and sell-out performance.
- Partner with Marketing, Sales, and retail partners to develop Joint Business Plans (JBP), annual activation calendars, and commercial initiatives that drive sustainable business growth.
- Negotiate and secure retail visibility, marketing support, and brand activation opportunities, including new product launches, events, pop-ups, in-store media, retailer social media, and other strategic touchpoints.
- Monitor business performance and optimize trade investments through analysis of sell-out, retailer contribution, counter productivity, traffic, conversion, campaign ROI, and other commercial KPIs.
- Manage the Trade Marketing and Visual Merchandising budgets by monitoring investment, ensuring cost efficiency, maximizing ROI, and maintaining spending within the approved budget.
- Ensure excellence in execution across all trade marketing activities while reinforcing Shiseido's prestige brand image and delivering measurable business results.
Commercial Strategy & Business Partnership
- Act as the commercial bridge between Brand Marketing, Sales, E-Commerce, Retail Operations and Retail Partners.
- Translate national brand strategies into retailer and channel-specific commercial execution.
- Develop integrated commercial plans that balance brand equity with sales growth.
- Partner with Sales to identify business opportunities and improve retailer performance.
- Drive alignment across cross-functional teams to ensure flawless execution.
E-Commerce Commercial Marketing
- Develop and propose brand manager for annual E-Commerce commercial calendar for Brand.com, Retailer.com, and pureplay aligned with brand priorities.
- Plan and propose Brand Manager platform-specific campaigns and promotional mechanics and exclusive online activations.
- Collaborate with Marketing and Corporate E-Commerce on platform growth strategy.
- Partner with Corporate E-Commerce to maximize traffic conversion and consumer engagement
- Monitor budget, online sales performance, campaign effectiveness, platform and promotional investment and return on investment.
Visual Merchandising
- Lead the Visual Merchandising strategy to ensure alignment with brand priorities, commercial objectives, and the annual marketing calendar.
- Partner closely with the Senior Marketing Manager to ensure Visual Merchandising plans support new product launches, campaign priorities, and seasonal activations.
- Collaborate with Sales and Senior Marketing Manager to optimize store layouts, retail presentation, and consumer flow while maximizing commercial performance.
- Provide strategic direction and governance to the Retail Design (VM) Manager to ensure effective implementation of regional and global Visual Merchandising guidelines across all retail channels.
- Develop business cases, feasibility studies, and P&L assessments for store renovations, relocations, and new counter openings to propose to Brand Manager and get approval from Brand GM.
- Conduct regular store reviews to identify opportunities for continuous improvement in retail presentation, execution quality, and consumer experience.
Team Leadership & Capability Development
- Set clear objectives, priorities, and performance expectations for the team.
- Foster a collaborative, high-performing culture focused on innovation and execution excellence.
- Build team capabilities through coaching, feedback, and development planning.
- Ensure effective resource allocation and workload prioritization to deliver business objectives.
REQUIREMENTS
- Bachelor's degree in Marketing, Business Administration, or a related field.
- Experience at least 4-5 years in Trade Marketing, Retail Marketing, Commercial Marketing, or Marketing.
- Experience in Prestige Beauty, Luxury Retail, or Cosmetics, is highly preferred.
- Proven experience managing department store and specialty retail partners.
- Experience leading e-commerce commercial planning and retail activation.
- Energetic, good leadership skill, self-motivated, result oriented and creative thinker.
- Good analytic skill, understand the digital marketing and trends.and business planning skills.
- Strong presentation and negotiation skills.
- Good computer skills and using software related.
- Good command of both speaking and written English.
