Asia Pacific

**Asia Pacific - Regional Digital Marketing Director**:

- Date: 11 Oct 2024- Location: Singapore- Company: Shiseido**MAIN PURPOSE**

The incumbent is required to:

- Lead vision, strategic initiatives, and ongoing management of the digital marketing and media in Asia Pacific - which is a key strategic pillar driving the digital transformation agenda of Shiseido Asia Pacific
- _“Double hatting” country digital & ecom leadership role for Philippines_

**1. Lead Regional Center of Excellence in Digital Marketing and Media**
- Develop and implement the regional digital marketing and media strategy for Shiseido APAC.
- Collaborate with local and regional brand teams to create media investment strategies and execution plans.
- Advise on data-driven media across paid, owned, and earned channels to drive CRM and sales conversion objectives throughout the AIPL (Awareness, Interest, Purchase, Loyalty) consumer journey.
- Develop regional frameworks and playbooks for data-driven marketing and media investment guidelines.
- Identify emerging media trends with the Consumer Insights team and recommend actions to local markets.
- Ensure continuous improvement of media Return on Ad Spend (ROAS) across all channels.
- Lead capability building through training, guidelines, and sharing best practices.

**2. Build and Manage Media Partnerships**
- Lead relationships with regional media agencies and tech ecosystems (e.g., Meta, Google, TikTok) to establish joint business plans.
- Develop media agency evaluation and performance management frameworks; support local markets in agency pitching and evaluation processes.

**3. Oversee Digital Marketing and Media Data & Analytics**
- Develop integrated dashboards to measure KPIs across paid, owned, and earned media channels.
- Provide performance reporting to various stakeholders at local and regional levels.
- Establish advanced analytics frameworks for media optimization and conduct ad-hoc analyses (e.g., Marketing Mix Modeling).
- Advise local markets on KPI setting; optimize execution models; ensure data integrity with the IT team.

**4. Lead Regional Digital Marketing and Media Projects**
- Manage projects like building local brand social accounts, ensuring strategic content management, compliance, cost optimization, and agency evaluation.

**5. Promote Innovation and Support Local Initiatives**
- Stay updated on the latest media products and emerging capabilities.
- Propose and support pilot projects in local markets, including innovative omnichannel activations.

**6. Country Head of Digital & Ecommerce for Philippines (~30% Time)**
- Lead the development and execution of digital, CRM, and eCommerce strategy for the Philippines.
- Build and guide local teams across eCommerce, CRM, and digital marketing.
- Leverage data analytics and consumer insights to optimize performance and align with business goals.
- Collaborate cross-regionally to ensure local initiatives align with broader regional strategies.
- Drive digital transformation by adopting new technologies and digital solutions.
- Align with local senior management for seamless multi-functional execution.
- Engage with business partners to develop joint business plans and KPI scorecards.
- Manage the local digital and eCommerce budget to maximize ROI.
- Report regularly to the local General Manager on key developments.

**KEY STAKEHOLDERS**
- Local Teams: Brand teams, Ecom & CRM teams
- Regional teams: Brand teams, CMI, IT, Legal team, Finance Team, Procurement Team
- Global teams: Digital Tech Office (DTO), Other region digital offices, brand holders’ teams

**REQUIREMENTS**

**Essential**:

- At least 8 years of experience in digital marketing and media, with at least 2 years in a managerial position in media agencies as well as following industries preferred (in descending order of preference): Luxury brands (beauty, fashion), other FMCG industries, Travel & hospitality
- Understanding of consumer decision journey (CDJ) and customer experience along the AIPL (Awareness, Interest, Purchase, Loyalty) consumer journey
- Data-driven mindset and strong analytical skills, with experience in using advanced analytics methodologies (e.g. MMM) and DMP (data management platform) and consumer research/insights to elevate media performance
- Very strong influencing skills - with proven success in influencing stakeholders (Local and/ or regional) to endorse and invest on media across consumer funnel (upper to lower)
- Project management skills on multi-market projects
- Team player, with experience working with key stakeholders listed above
- Good interpersonal skills to communicate effectively with multiple teams across countries

**Preferred**:

- APAC experience preferred, including distributor markets such as India
- Experience on running omnichannel marketing activation
- Previous working experience in CRM and/ or ecom function Experience on leveraging emerging technology such as AI, with connection to top tech
ups
- Worki