As part of our Singapore-based Regional Marketing team, you will directly report to the Product Marketing Lead and closely collaborate with our Headquarters in Paris, Regional team in Singapore, Travel Retail markets, and local markets. This role is an exciting opportunity to make a significant impact in the rapidly expanding Asia Pacific business.
As a leader and an expert in the fragrance category and premium skincare, this role offers you the opportunity to fully explore and develop Guerlain’s highest-end franchises and gain cross-category experience with a focus on an ultimate variety of offerings.
You will drive both fragrance and premium skincare in APAC, ensuring adherence to the company’s strategy and brand image. Your responsibilities will include supporting the development of the regional product strategy, managing forecasts, budget planning, product assortment, competitive positioning, and retailtainment tool development, as well as providing operational marketing support to the APAC Travel Retail and offering regional guidance to local teams.
An intern, directly reporting to you, will assist you with these tasks.
Main Missions
Category Management
- Support in the local adaptation of business and product strategies from Headquarters, aligning execution with business KPIs. Work closely with other category leads to ensure a unified three-way product strategy in the APAC region.
- Assist in aligning APAC's annual marketing calendars with the global framework to maximize synergies.
- Manage product launch forecasts by providing informed regional recommendations and overseeing the entire forecasting process.
- Define product assortment per zone (Travel Retail & Local Markets) in close coordination with Supply and local teams.
- Communication of marketing launches, performance of new products, trade & visual plans, and registration information to the sales teams. Develop subsequent action plans informed by these updates.
- Orchestrate among regional cross-functional teams to validate launch plans, monitor execution initiatives, and evaluate results.
- Administer the budget and execution of samples, GWP & Merchandising expenses and provide relevant guidance to local teams.
- Collaborating with regional cross-functional teams on pricing strategy.
- Lead regional production of Marketing levers as local market & travel retail launch support (e.g. retailtainment activities, leaflets, retailer booklets, visuals, local sets).
- Prepare and support retailer presentations biannually.
- Conduct quarterly business review leveraging Beaute Research data and derive category insights.
- Competitor monitoring and analysis in terms of product innovations and brand communications.
Visual Merchandising Management
- Liaise with APAC Visual Merchandising team on planograms development with clarification of franchise priorities, as well as providing guidance for trade podium designs.
- Guide and develop monthly visuals and POS films plan, including language and visual adaptations for Travel Retail.
Guerlain High-End Boutique Network
- As a regional marketing ambassador, oversee the in-store animation calendar of high-end boutiques ensuring brand image is upheld by aligning the right assortment and activation plans.
- Work in close coordination with the Merchandising and Supply teams for accurate forecasting and deployment of festival designs and displays in stores.
- Support local markets by providing guidance and managing brand representation to the Head of Retail Marketing at Headquarters. (Excluding VIC events which are managed by the Digital & Communication teams.)
Customer Engagement Activations
- Collaborate with the Regional Digital & Communication as well as Merchandising teams to ensure consistent product strategies and holistic launch campaign across all consumer engagement activities from eventing, retailtainment, VM, PR communications, E-business, etc. relating to Fragrances and Premium Skin Care.
Management
- Mentor and provide strategic oversight to an intern who will support this role.
