Asia Pacific - Regional Digital Marketing Director

Asia Pacific - Regional Digital Marketing Director

Date: 11 Oct 2024

MAIN PURPOSE

The incumbent is required to:

1. 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.
2. “Double hatting” country digital & ecom leadership role for Philippines.

1. Lead Regional Center of Excellence in Digital Marketing and Media

1. Develop and implement the regional digital marketing and media strategy for Shiseido APAC.
2. Collaborate with local and regional brand teams to create media investment strategies and execution plans.
3. 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.
4. Develop regional frameworks and playbooks for data-driven marketing and media investment guidelines.
5. Identify emerging media trends with the Consumer Insights team and recommend actions to local markets.
6. Ensure continuous improvement of media Return on Ad Spend (ROAS) across all channels.
7. Lead capability building through training, guidelines, and sharing best practices.

2. Build and Manage Media Partnerships

1. Lead relationships with regional media agencies and tech ecosystems (e.g., Meta, Google, TikTok) to establish joint business plans.
2. 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

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

4. Lead Regional Digital Marketing and Media Projects

1. 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

1. Stay updated on the latest media products and emerging capabilities.
2. Propose and support pilot projects in local markets, including innovative omnichannel activations.

6. Country Head of Digital & Ecommerce for Philippines (~30% Time)

1. Lead the development and execution of digital, CRM, and eCommerce strategy for the Philippines.
2. Build and guide local teams across eCommerce, CRM, and digital marketing.
3. Leverage data analytics and consumer insights to optimize performance and align with business goals.
4. Collaborate cross-regionally to ensure local initiatives align with broader regional strategies.
5. Enhance the digital customer journey across all touchpoints (web, mobile, social, email).
6. Drive digital transformation by adopting new technologies and digital solutions.
7. Align with local senior management for seamless multi-functional execution.
8. Engage with business partners to develop joint business plans and KPI scorecards.
9. Manage the local digital and eCommerce budget to maximize ROI.
10. Report regularly to the local General Manager on key developments.

KEY STAKEHOLDERS

1. Local Teams: Brand teams, Ecom & CRM teams.
2. Regional teams: Brand teams, CMI, IT, Legal team, Finance Team, Procurement Team.
3. Global teams: Digital Tech Office (DTO), Other region digital offices, brand holders’ teams.

REQUIREMENTS

1. 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.
2. Understanding of consumer decision journey (CDJ) and customer experience along the AIPL (Awareness, Interest, Purchase, Loyalty) consumer journey.
3. 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.
4. 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).
5. Project management skills on multi-market projects.
6. Team player, with experience working with key stakeholders listed above.
7. Good interpersonal skills to communicate effectively with multiple teams across countries.

Preferred:

1. APAC experience preferred, including distributor markets such as India.
2. Experience on running omnichannel marketing activation.
3. Previous working experience in CRM and/ or ecom function.
4. Experience on leveraging emerging technology such as AI, with connection to top tech start-ups.
5. Working knowledge (experience on how to leverage functionalities) of following technologies and Ecosystems:
6. Salesforce Marketing Cloud / Commerce Cloud (Preferred but similar enterprise technologies such as Adobe also applicable).
7. Strong knowledge of Google, FB and Tiktok ecosystem, including backend platforms e.g. FB Business Manager, Google KeyWord Planner.
8. Knowledge of Kakao, Naver Zalo and Line ecosystem preferred.
9. Strong knowledge of media products and respective buying model of Lazada and Shopee.