DTC & Performance Executive

ABOUT SHISEIDO

At Shiseido, we believe that beauty has the power to change the world. It stirs emotions, instils confidence, and gives life to infinite possibilities. In an ever-changing global environment, we keep our fingers on the pulse to perceive and respond to people's profound need for betterment. We constantly challenge the misconceptions of today for a more beautiful tomorrow. And whether it's new concepts, new ideas, or the new values we contribute to society - we never stop innovating. We strive to create a better world through beauty innovations. A world where people live in happiness and beauty is limitless, loving and alive.

Founded in 1872 in Japan, Shiseido is one of the top leading cosmetics companies in the world. We are operating in about 120 countries with 46,000 employees of 70 nationalities. We offer a unique selection of skincare, makeup and fragrance resulting in over 1 trillion yen of net sales in 2018.

Shiseido EMEA is Shiseido's Regional Headquarter for the Europe, Middle East and Africa (EMEA) region. Representing a workforce of 4,000 employees in 88 countries, Shiseido EMEA is covering worldwide activities for fragrance brands (Alaïa Paris, Dolce & Gabbana, Issey Miyake, Narciso Rodriguez, Serge Lutens, Shiseido fragrances and Zadig & Voltaire) as well as business and distribution of Shiseido group brands Shiseido EMEA is home to the Center of Excellence (CoE) for Fragrance. The Center uses Shiseido's acclaimed scientific methods and innovative technologies in creating new and unique fragrances for the global market.

ORGANIZATION

• Reports to Senior Digital Manager
• Job Location: Dubai, UAE
• Contract type: Permanent

ROLE PURPOSE

Manage the Direct-to-Consumer online business for NARS and Shiseido across GCC. Drive revenue growth, manage performance marketing campaigns, optimize customer experience, and leverage CRM strategies to build loyalty. Collaborate closely with distributors (Chalhoub for NARS, MAF for Shiseido), and with the brand teams to ensure operational excellence.

MAIN RESPONSIBILITIES

1. DTC Implementation & Operations

• Lead e-com strategy implementation of the DTC sites in line with the local brand calendars and ecommerce global/EMEA strategy
• Develop and execute the regional DTC growth roadmap aligned with global/EMEA strategy and liaising with the distributors (MAF & Chalhoub).
• Oversee day-to-day operations of brand.com sites: merchandising, UX/UI, pricing, inventory coordination, and promotional mechanics.
• Ensure timely rollout of website enhancements and new features.

• Collaborate with distributors to manage backend processes (stock, logistics, trade, customer service).
• Maintain compliance with brand guidelines and ensure consistent brand positioning across all touchpoints.

2. Promotional & Content Management

• Execute the online marketing calendar in sync with product launches, activations, brand guidelines.
• Manage e-merchandising and promotional plans on the websites based on brand/EMEA guidelines and local industry insights.
• Coordinate creative assets, translations, and exposure materials with agencies.

• Forecast and execution of sampling and GWP plan for DTCs supported by brands.

• Suggest locally relevant activations where applicable and in line with global guidelines, share best practices from other luxury beauty brands as case studies.

3. CRM

• Lead CRM initiatives and calendar in alignment with the brands.

• Develop segmentation strategies and personalized campaigns.
• Manage email marketing, loyalty programs, and database growth.
• Leverage first-party data for retention and upsell opportunities.
• Ensure GDPR and data privacy compliance.

4. Performance Marketing

• Implement paid media strategy focused on driving traffic and conversion to DTC sites.
• Manage campaigns across Google Ads, Meta, programmatic, and emerging channels.
• Monitor and optimize ROAS, CPA, CTR, and conversion rates in partnership with our distributors.
• Test new channels (e.g., TikTok Shop, affiliates) and implement CRO best practices.

• Align with EMEA/global teams on creative needs and performance benchmarks.
• Evaluate proposals by agency/retail partners and challenge status quo to deliver the highest ROI.

5. Stakeholder Management

• Act as primary liaison with Chalhoub (NARS) and MAF (Shiseido) for site operations, tech support, and trade activations.
• Ensure smooth communication between internal teams, retail partners, and external agencies.

6. Data & Insights

• Monitor site performance and KPIs; deliver monthly dashboards with actionable insights.
• Use analytics to identify growth opportunities and optimize customer journey.
• Share best practices and competitive benchmarks from luxury beauty industry.

KPIs

• Revenue & Growth: DTC sell-out vs. forecast/budget, YoY growth.
• Customer Metrics: Conversion rate, AOV, UPT, CLV, CRM engagement rate.
• Marketing Efficiency: ROAS, CAC, CTR, CPA.
• Retention: Repeat purchase rate, email open/click rates.
• Operational: Site uptime, feature rollout adherence, distributor SLA compliance.

Profile & Skills

• Experience:
• 3-4 years in e-commerce/DTC management (beauty or luxury preferred).
• 3-4 years in performance marketing and CRM management.
• Technical Knowledge:
• Strong understanding of SEO, SEM, paid social, programmatic, CRO.
• CRM tools (Salesforce, Klaviyo, or similar), CMS, analytics (GA4, Shopify).
• Soft Skills:
• Strong stakeholder management and negotiation skills.
• Analytical mindset with commercial acumen.
• Languages: English, Arabic appreciated.
• Education: Bachelor's degree in Marketing, Business, or related field.