Regional e-Commerce & Digital Marketing Assistant Manager/Manager

This role involves spearheading digital projects to enhance global shoppers' experience, leading eBusiness topics to drive regional strategies in line with global direction, and guiding markets to achieve goals. Responsibilities include proposing digital strategies, implementing guidelines, managing planning for local markets, leading data-driven e-commerce & digital paid media strategy, developing e-business channels, and monitoring sales and KPIs. The role also involves managing e-retail platforms and adapting APAC-relevant paid social media strategies.

Must Have

• Propose a comprehensive digital strategy and implement digital guidelines for local markets.
• Lead data-driven e-commerce & digital paid media strategy.
• Develop e-business channels (e-commerce, e-concession and e-retail) and create a strategic roadmap.
• Be the main liaison for the opening and management of e-business channels.
• Orchestrate Key Consumption Periods and Festivals, working with local and HQ teams on targets and promotions.
• Conduct Post-Mortem Sessions to understand success contributors and close gaps.
• Guide markets to ensure all APAC e-business websites content updates.
• Monitor weekly sales & carry out a monthly reporting recap on e-Commerce business performances.
• Identify digital innovations within the industry, strategize future opportunities and pioneer new initiatives.
• Manage the assessment process for the introduction of the Guerlain brand on e-retail platforms.
• List and classify all e-business platforms in the region.
• Coordinate the timely production of content in formats/sizes needed by the retailers.
• Monitor e-retailer’s digital activities through reviews and recaps.
• Adapt & develop APAC-relevant paid social media strategies.
• Guide markets in developing local media strategies, A&P investment priority, objectives, efficiency & effectiveness.
• Provide guidance and planning advice on performance-driven media planning with clear KPIs.
• Timely monitoring on media performance for strategy & tactics review & adjustment.
• Be the custodian of insight-driven reporting & best practice sharing.
• Closely observe media landscape & competition, adapt new formats as learning agenda.
• Plan activation with OMNI mindset to build O2O ecosystem.
• Work closely with corporate media team & agencies to garner trends & insights.
• Degree in Business Administration, E-Commerce/E-Retail Management, Digital Marketing or related disciplines.
• Minimum 5 years of experience in E-business & Digital Media.

Good to Have

• Regional/Travel Retail experience is a plus.
• Strong ability to drive projects as solo contributor.
• Passionate in digital media and e-business trends.
• Agility of multi-tasking and manage complexity.
• Curious, proactive, rigorous and well organized.
• Good communication skills (with multicultural teams and local external suppliers).

Company 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 dynamic region in Guerlain’s Travel Retail WW market. Local Markets Asia Pacific covers 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 work closely with the Senior Consumer Marketing Manager and the Senior Communication & Senior CRM Executives, as well as the HQ Digital team and the local teams, to implement efficient digital action plans (e-business, including direct e-commerce and e-retail). This is the perfect role for you to mark your stamp in the fastest growing Asia Pacific business.

Job Description

ROLE

You will be playing a key role in spearheading digital projects to enhance global shoppers’ experience. You will be the leader in eBusiness topics to drive regional strategies in line with global direction and guide markets in achieving the goal. You will deliver reporting regional Marketing Director and communicate to the HQ Digital team, while ensuring daily contact with local teams.

MAIN MISSIONS

DIGITAL MARKETING AND E - COMMERCE (LM APAC):

• Propose a comprehensive digital strategy, as well as implement digital guidelines and manage the planning for the local markets to drive their efficiency and results, in line with the brand image and positioning.
• Lead data-driven e-commerce & digital paid media strategy to make strategic recommendations and approve all e-business related initiatives.
• Develop the e-business channels (e-commerce, e-concession and e-retail) and create a strategic roadmap for the region. Make recommendations of e-business openings or closings in the region
• Be the main liaison for the opening and management e-business channels, in coordination with the regional counterparts and the HQ e - Commerce team, including:
• By-channel/platform strategies & winning formula
• Animation calendar planning & orchestration
• Key Consumption Periods and Festivals Orchestration:
• Work with local teams and HQ teams on sell out targets/proposals, e- merchandising and support and approvals on promotion plans to ensure that the business goals are achieved for these key activations.
• Post Campaign Monitoring and Results Sharing:
• Conduct Post-Mortem Sessions to understand success contributors and close gaps with areas of improvement
• Guide markets to ensure all APAC e-business websites content updates with new product launches and animations in coordination with the local teams
• Liaise with HQ digital teams to convey our needs for development/adaptation in Asia Pacific
• Monitor weekly sales & carry out a monthly reporting recap on e-Commerce business performances, activities and relevant KPIs including traffic, conversion, acquisition with detailed analysis and insights
• Identify digital innovations within the industry, strategize future opportunities and pioneer new initiatives
• Build best practices for internal sharing (TR & LM APAC)

E-RETAIL BUSINESS (TR & LM APAC):

• Manage the assessment process for the introduction of the Guerlain brand on e-retail platforms, in coordination with the commercial teams and the HQ Digital team
• List and classify all the e-business platforms in the region to keep a clear, updated view of the Guerlain distribution to monitor vs our competition benchmarks
• Make recommendations of e-business openings or closings in the region
• Ensure all APAC e-business websites content updates with new product launches and animations in coordination with the local teams and produce the guidelines
• Coordinate the timely production of content in formats/sizes needed by the retailers
• Monitor e-retailer’s digital activities through reviews and recaps to be able to ensure consistency across the whole region
• Liaise with HQ Digital teams to convey our needs for adaptation in Asia Pacific
• Carry out a monthly reporting recap on e-business content updates and activities

PAID MEDIA (TR & LM APAC):

• Adapt & develop APAC-relevant paid social media strategies based on market media landscape, business focus, budget, learning agenda etc
• Guide markets in developing local media strategies, A&P investment priority, objectives, efficiency & effectiveness, test & learn based on HQ direction& APAC dynamic.
• Provide guidance and planning advice on performance-driven media planning with clear KPIs for key campaigns as well as getting approvals from HQ
• Timely monitoring on media performance for strategy & tactics review & adjustment
• Be the custodian of insight-driven reporting & best practice sharing to HQ and markets
• Closely observe media landscape & competition, adapt new formats as learning agenda
• Plan activation with OMNI mindset to build O2O ecosystem for optimized client journey, experience and longevity with the brand
• Work closely with corporate media team & agencies to garner trends & insights.

Qualifications

QUALIFICATIONS & SKILLS

• Degree in Business Administration, E-Commerce/E-Retail Management, Digital Marketing or related disciplines
• Excellent e-commerce marketing, digital media
• Minimum 5 years of experience in E-business & Digital Media (Regional/ Travel Retail experience is a plus)

KEY COMPETENCIES

• Strong ability to drive projects as solo contributor
• Passionate in digital media and e-business trends
• Agility of multi-tasking and manage complexity
• Curious, proactive, rigorous and well organized
• Good communication skills (with multicultural teams and local external suppliers)