London, LND, UK
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Marketing Director - Shiseido, Clé de Peau Beauté, Drunk Elephant

Country : United Kingdom United Kingdom

Region : London

County : Greater London

Town : London

Category : Marketing

Contract type : Permanent

Availability : Full time

Job description

As Marketing Director, you will lead the Marketing team to build, implement and manage our marketing strategies for Shiseido, Clé de Peau Beauté and Drunk Elephant. As the ultimate Brand guardian, you will take ownership for ensuring a completely consistent brand look and feel across all channels by leading across all retail and launch marketing activities, maintaining a 360 approach. Through your leadership and marketing expertise, you will work cross functionally to align a marketing calendar that delivers on sales and profit objectives, customer acquisition and retention and maximises brand awareness.
Founded in 1872 in Japan, Shiseido is one of the top leading cosmetics companies in the world and aims to inspire a life of beauty and culture. Operating in about 120 countries with 45 000 employees and 70 nationalities, Shiseido offers a unique selection of skin care, makeup and fragrance resulting in over 1 trillion yen of net sales in 2017. Thanks to 146 years of heritage, Shiseido constantly creates high-quality, highly functional, safe and innovative cosmetics and develop brands deeply loved by people from all over the world.
Shiseido UK & Ireland is currently the largest affiliate in the EMEA region with a diverse portfolio of 11 brands in the UK across all categories. Supporting our One Shiseido Mission, Beauty Innovations for a Better World, Shiseido UK & Ireland has committed to a vision which will be delivered through 4 strategic streams:
1. Create a great place to work in Beauty
2. Customer driven focus to meet and exceed expectations
3. Champion Omni-channel through a seamless offering across all customer touchpoints
4. Deliver sustainable growth and profitability of our brands
Our first strength is make-up with our market share at number 4 in the UK with our NARS, Laura Mercier, and bareMinerals brands. We are also growing fast in fragrance with brands such as Dolce & Gabbana, Issye Miyake and Narciso Rodriguez as well as winning market share in Skincare with Shiseido and the recently spectacular launch of Cle de Peau Beaute in Harrods. Drunk Elephant joins our portfolio in 2021 which supports our ambition and objective to be the Top5 Beauty Group in the UK. Our clients include high-street retailers such as Department Stores, drugstores & chains as well as online pure players and specialty stores. We also have 8 boutiques and 3 direct e-commerce websites.
- Reports to General Manager, Business Development
- Job Location: London
- Contract type: Permanent
- Determine the UK marketing strategy, budget, and business plan for all brands across diverse distribution channels in line with global and country objectives and develop the media strategy aligned to this, in order to increase market penetration and profitability
- Oversee and guide brand development, manage the portfolio and define priorities
- Contribute to growth by driving new product launches and core products
- Listen to and develop a deeper understanding of local consumers and generate new insights
- Monitor local trends and feedback findings to regional headquarters/global to ensure the right new product development
- Manage the budget and the financial implications of forecasts. Partner with Channel Planning to build and maintain annual category-level retail forecast, adjusting as needed to ensure alignment and achievement of overall UK sales target.
- Develop annual and longer-term category strategy and oversee the forecasts of new product introductions as required to achieve brand objectives
- Lead local adaptation of advertising materials & ensure global and regional teams have the right specs
- Influence media promotion and recommendations in line with retailer strategies (on & offline). Develop strong relations with local publishers and agencies to deliver innovative UK-relevant creative and social content, ensuring a strong brand guardianship mentality and keeping the UK target consumer at the centre
- Develop and implement the pricing strategy for new and existing products across all channels to contribute to the achievement of sales and profit goals
- Conduct deep analysis of brand performance, including NPD and launches, and develop key learnings and action points
- Develop and maintain relationships and collaborate with internal colleagues to achieve brand objectives. Mobilise and lead other departments to support marketing strategies especially sales, Digital, Digital Communications & Engagement, Education and Retail
- Ensure all activities are properly and timely tracked with an appropriate deep level of analysis that enables key learnings to improve further operation
- Communicate and work with appropriate parties as the 'UK voice' to ensure that the visual interpretation and representation of the brand is implemented in all distribution and reflects global/regional direction. Be the UKI Market expert (deep knowledge of competitors, pricing, activities, media, PR, in store) to enable effective interaction with RHQ
- Builds proposition to challenge the status quo with brand holders to properly answer market needs and unlock brand's potential
- Recruit, motivate, evaluate and develop marketing team members to create an environment where all employees are empowered, engaged and delivering results. Ensure development of expertise and know-how


- Experience in a similar brand marketing role in preferably luxury skincare with involvement and understanding of the key marketing processes
- Significant understanding of the UK beauty market
- Experience developing strong integrated owned and paid media plans to support core business and newness.
- Experience in working collaboratively across multiple functions
- Knowledge of marketing concepts and techniques and how to apply them
- Experience in managing, coaching and mentoring a team
- Proven track record of building innovative campaigns with strong deliverables
- A strategic and commercially minded leader, with demonstrated ability to identify, analyse and communicate key elements of strategic vision and execution as well as an ability to develop, recommend and implement winning marketing strategies
- Creative and comfortable coming up with new ideas, with an appetite to take calculated risks and make things happen
- Highly numerate, analytical and commercial. Oriented to business profitability, full use of available resources, and customer satisfaction
- A modern world mindset and in-depth understanding of the digital ecosystem as well as new technologies and innovative approaches
- An inspiring team leader with a proven track record in delivering a high performance culture in a team through coaching, mentoring, and leadership
- A leader who achieves results by engaging with individuals across the organisation and is open to the challenge and ideas of others. Builds strong working
relationships with colleagues internally and builds effective external partnerships. A real team player with a collaborative approach to achieve overall business objectives
- A high level of energy, drive, and positivity. A can-do attitude and solutions orientated approach. Ambitious, results driven with a winning mindset
- Alignment with the group's « Trust8 » working principles: Think Big, Take Risks, Hands on, Collaborate, Be Open, Act with Integrity, Be Accountable, Applaud Success
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