DESCRIPTION
Guerlain - an iconic luxury French Perfume & Cosmetics brand, part of the LVMH Group - has been exploring, innovating and enhancing since 1828. With a portfolio that spans Fragrance, Skincare and Make-up, its signature is the Culture of Beauty.
The region covers both Travel Retail and Local Markets in Asia. Spanning 5 different regions (South Korea, Greater China, Japan, South-East Asia & Oceania), Travel Retail Asia Pacific is the biggest contributor and the most strategic region in Guerlain’s Travel Retail WW market despite the pandemic slowdown. Local Markets Asia Pacific cover booming local markets, such as Hong Kong, Taiwan, South Korea, South-East Asia and Oceania.
Under the Regional Marketing team, based in Singapore, you will report to the Regional Marketing Director, Travel Retail & Local Markets. You will work closely with HQ (based in Paris), Regional Travel Retail team (based in Singapore) and local teams. This is the perfect role for you to mark your stamp in the fastest growing Asia Pacific business.
ROLE
You will be the leader of our 3-axis product categories management (Skincare, Fragrance & Make-Up), with full ownership of our #1 franchise Abeille Royale, reporting directly to the Regional Marketing Director. You will drive Guerlain APAC’s 3-axis product marketing growth, market share gain and the Ultimate boutique network in APAC while guaranteeing the company’s strategy & brand image. You will be responsible for product marketing analysis, strategies, budget, forecasts management, market intelligence and retail tool development, etc. With alignment of HQ & regional directions, you will deliver recommendations and operational support to the APAC Travel Retail, as well as guiding local teams to achieve market specific product growth ambitions. This role will be supported by Product Manager of Fragrance & Premium Skincare and Assistant Product Manager of Make-up, as well as a Marketing Executive/ intern.
MAIN MISSIONS
· Category Management
- Lead in adaptation of HQ business and product strategies for APAC context to achieve business KPIS. Collaborate with Skincare category head closely to orchestrate consistent 3-axis product strategies in APAC.
- Lead the annual marketing calendars alignment with HQ and APAC for synergies.
- Orchestrate *& lead 3-axis recommendations & management for novelty forecasts and supervision of the whole forecast process at regional and with the markets.
- Definition of the assortment per zone (Travel Retail & Local Markets) and follow-up with Supply and local teams.
- Lead & deep dive into quarterly market intelligence for product marketing and key competitor insights, to identify Guerlain APAC performance & opportunities for growth, as well as support innovation strategies.
- Communication of new marketing launches, updates, novelty performances, Trade & visual plans, China registration HP numbers and their subsequent action plans to the sales teams.
- Collaborate with regional function counterparts to guide and validate launch plans, monitor execution and results.
- Responsible for 3-axis holistic budget and follow-up of samples, GWP & Merchandising expenses, while providing guidance to the local teams.
- Support annual APAC pricing review and newness price lists, liaising with HQ Pricing and local teams.
- Lead regional production of Marketing levers as local market & travel retail launch support (eg retailtainment activities, leaflets, retailer booklets, visuals, local sets).
- Preparation and support Retailer presentations2/yearly
· Reports & Analysis
- Weekly: Lead HQ newsletters, Competition newsletters.
- Monthly: Support HQ Sell-out reports and newsletters for both Travel Retail and Local Markets, lead Ad-hoc post-launch reports.
- Quarterly: lead Beaute Research competition reports and analyses.
- 2x per year: lead Budget preparation for product marketing
· Visual Merchandising
- Collaborate with APAC Visual Merchandising team on planograms and franchise priorities, as well as guidance for Trade podium designs.
- Guide and develop monthly visuals and POS films, including Chinese adaptations for Travel Retail.
· Guerlain high-end boutique network
- Ensure regional supervisions of the in-store animation calendar.
- Close collaboration with the Merchandising and Supply teams to ensure the right forecasts and implementation of the festival designs and displays in stores.
- Provide guidance to the local markets and manage the reporting to the Head of Retail Marketing at HQ (excluding VIC events, managed by the Digital & Communication teams).
· Customer Engagement Activations
- Collaborate with the Regional Digital & communication and Merchandising teams to ensure consistent product strategies and holistic launch campaign across all consumer engagement activities from eventing, retail-tainment, VM, PR communications, VIC cultivation, E-business, etc
· Management
- Supervision of a Product Manager of Fragrance & Premium Skincare, Assistant Product Manager of Make-up, a Marketing Executive/ intern.
QUALIFICATIONS & SKILLS
· Minimum Bachelor’s Degree in business management.
· Fluent in English. Reading and written Mandarin is required.
· Strategic & Sensitive to data
· Minimum 10 years of experience in the Beauty industry/luxury retail experience is preferrable. Experience in regional role/local markets will be an advantage.
· Minimum leadership experience of a small team
· Excellent Microsoft Windows skills (Outlook, Excel & PowerPoint).
KEY COMPETENCIES
· Strategic mindset with solid go-to-market product marketing experience
· Excellent communication skills (with multicultural teams, French HQ, regional and local counterparts across Asia).
· Data-driven, logical and well organized
· Cooperative, proactive and collaborative team spirit.
· Strong ability to drive & own projects, to adapt fast-evolving business contexts, multiple-tasking
· Positive mindset with can-do spirit
· Passionate about the Beauty industry and trends
· Strong leadership skill, keen on guiding & developing talents
