Digital GM, Digital Experience G, Shiseido Global Brand Unit

Role Purpose & Global Mindset

This is a global leadership role responsible for shaping, scaling, and continuously improving SHISEIDO’s digital experience across regions. The role requires a strong global perspective, balancing brand consistency with regional relevance, and working closely with GHQ (Global Headquarters), RHQ (Regional Headquarters), and local markets.

The successful candidate will lead high–business-impact digital initiatives, ensure seamless execution through PDCA (Plan–Do–Check–Act) cycles, and elevate team capabilities while delivering measurable business outcomes.

Role Overview

· Direct global digital experience initiatives for high-impact projects, ensuring alignment with brand strategy and business objectives.

· Lead end-to-end PDCA cycles, making informed decisions to solve emerging challenges in a fast-changing digital environment.

· Improve the quality, productivity, and scalability of digital operations by building robust systems, frameworks, and team structures.

· Act as a strategic partner to regional and global stakeholders, fostering collaboration and shared ownership of results.

Key Responsibilities & Scope of Work

1. Digital Experience, E-Commerce & Beauty Tech
   ·       Develop and manage global digital platforms to enhance consumer experience, aligned with product launches and seasonal promotions. 
   ·       Lead digital activation, e-commerce strategy, CRM strategy, and Beauty Tech development by region, while ensuring global consistency and governance. 
   ·       Drive digital transformation initiatives that strengthen brand experience, increase customer retention, and attract new audiences. 
   ·       Lead AI adoption and execution across functions, ensuring effective and scalable global rollout. 
   ·       Oversee Beauty Tech device and solution development in close collaboration with Product Development, Marketing, GIC, and IT. 
   ·       Manage B.com, mobile applications, and digital tools such as skin diagnosis and visualization platforms.
    
2. Business Performance & Deliverables
   ·       Own P&L-related digital responsibilities and manage budgets with a strong ROI-driven mindset. 
   ·       Expand customer loyalty in both quality and quantity, using Customer Lifetime Value (CLTV) as a core performance indicator. 
   ·       Collaborate with Communications teams across Paid / Owned / Earned media to support global and regional product campaigns. 
   ·       Partner with CMI and external experts to conduct data analysis that drives business growth and consumer understanding. 
   ·       Foster a data-driven and agile mindset within the team, encouraging cross-functional and cross-regional collaboration.
    
3. Accountability for Results
   ·       Lead, align, and execute global digital communication strategies in coordination with GHQ and RHQ. 
   ·       Develop team members through coaching, workload management, and performance evaluation. 
   ·       Ensure strict budget control and drive cost optimization through collaboration, integration of overlapping actions, and partner negotiations. 
   ·       Design and execute high-performing SKU-based EC strategies, leveraging digital expertise and EC market insights. 
   ·       Optimize content production processes and standardize operational models to improve efficiency and scalability. 
   ·       Establish and manage PDCA cycles for campaign and SKU performance, including data extraction, hypothesis development, and strategic refinement. 
   ·       Lead IMC strategy development with a digital-first, “Always-on” approach, integrating goals and measuring effectiveness across all digital touchpoints. 
   ·       Develop and manage global social media strategies, applying platform insights and best practices to drive account growth and engagement. 
   ·       Lead CRM strategy and execution to improve ROI, increase efficiency, and accelerate long-term customer value (LTV).
4. Problem Solving & Decision Making
   ·       Identify digital communication challenges aligned with marketing and IMC objectives, and proactively lead solution design and execution. 
   ·       Define, propose, and align KPI frameworks with RHQ, including metrics such as CTR, CPM, CPC, CPE, CVR, Ad Fraud, Viewable Rate, and On-Target Rate.
    
5. Knowledge Sharing & Team Development
   ·       Coach and mentor team members to strengthen digital communication and strategic thinking capabilities. 
   ·       Develop standardized templates, frameworks, and processes to ensure consistency and scalability. 
   ·       Continuously gather global digital trends and best practices, translating insights into actionable initiatives for the team.
    

6. Functional Competencies
   Candidates are expected to demonstrate Practical proficiency in all areas below, with at least four at a Professional level:
   ·       Landscape Analysis & Problem Setting 
   ·       Logical & Creative Planning 
   ·       Result-Oriented Execution 
   ·       Influencing & Collaborative Communication 
   ·       Capability Building 
    

7. Required Expertise
   ·       Ability to design IMC strategies from a digital-first perspective 
   ·       Deep understanding of digital functions and touchpoints, with proven ability to create efficient and effective consumer journeys 
   ·       Strong operational expertise in digital media to deliver ROI 
   ·       Knowledge of targeted advertising, ad verification, and performance measurement 
   ·       Strong understanding of digital trends, data management, and socially relevant digital innovation
    
8. Required Experience
   ·       3+ years of experience in digital advertising operations 
   ·       3–5+ years of experience in CRM planning and execution 
   ·       3+ years of experience in data analysis and validation (data scientist–level exposure) 
   ·       End-to-end experience in brand communication strategy development, execution, and effectiveness measurement 
   ·       Experience leading integrated communication strategies combining digital and mass media 
   ·       Proven experience across both branding and direct-response communications 
   ·       Track record of implementing advanced, data-driven digital communications
    
9. Core Competencies & Mindset
   ·       Strong global communication skills, with the ability to align stakeholders across cultures and regions 
   ·       Business-level English proficiency 
   ·       Humble leadership and strong followership, embodying SHISEIDO’s culture of respect, trust, and collaboration 
   ·       New business and innovation proposal capability 
   ·       Strong project and data management skills, including PDCA cycles, scheduling, and ROI tracking 
   ·       Leadership capability to institutionalize PDCA cycles across digital advertising and CRM operations