Job Specifications
AMOREPACIFIC Group is a pioneering Korean beauty company with a rich history dating back to 1945. Headquartered in Seoul, we proudly operate over 30 brands across beauty, personal care, and healthcare. Guided by our mission -- "We make A MORE beautiful world" -- we've taken each step with purpose, believing that our work contributes to a brighter, more beautiful future.
Our dream is rooted in the belief that the world becomes more beautiful when every individual's unique beauty shines. This belief fuels our journey and inspires everything we do.
To bring this vision to life, we are committed to five core principles:
Customer First
Be the 1st and the Best
Collaborate with an Open Mind
Respect Differences
Act with Integrity
At AMOREPACIFIC, every member of our team carries a deep sense of pride and responsibility, knowing that together, we are shaping a more beautiful world.
Job Summary
As the Brand Marketing Manager, Sulwhasoo, you will be responsible for driving brand equity, sales performance, and retail excellence across all channels, including department stores, specialty beauty retailers, and e-commerce. You will lead brand strategy, trade and channel marketing, visual merchandising, and promotional programming, while also analyzing retail sales performance and sell-through data to optimize strategies, guide business decisions, and maximize ROI. This role requires strong cross-functional collaboration with PR & media agencies, retailer merchants, visual merchandising vendors, Design, SCM, Finance, Sales, Education, RHQ, and the global HQ in Seoul. This position will be reporting to Sr. Manager, Sulwhasoo Marketing.
Brand Strategy & Public Relations
Develop and execute the annual brand strategy in alignment with global direction and local business goals.
Advise on financial target setting, ensuring monthly targets align with annual promotions and programming with retailers.
Optimize advertising, promotions, and events in response to performance data, budget, HQ direction, and market trends.
Develop and deliver regular brand and business reports for leadership and HQ, providing actionable insights.to guide decision-making.
Partner with PR and media agencies to build brand awareness, secure media coverage, and execute public relations initiatives, including hosting PR events that reinforce Sulwhasoo's luxury positioning.
Data Analysis & Business Performance
Monitor, analyze, and report on weekly, monthly, and year-over-year trends for net sales, sell-through, and operating profit across all retail channels.
Deliver regular, actionable insights to leadership, HQ, and all direct and cross-functional teams, ensuring stakeholders are equipped with accurate, up-to-date data to inform business decisions.
Identify opportunities and risks in retail performance, providing recommendations to optimize assortment, pricing, promotions, and inventory management.
Track the impact of marketing campaigns, promotions, and retailer programs on sales and profitability, using data to guide strategic planning.
Develop dashboards and reports that consolidate business performance metrics, enabling clear visibility and alignment across all teams.
Trade & Channel Marketing
Serve as the primary contact for retailer partners (e.g., Sephora, Holt Renfrew, Amazon, Aritaum), leading negotiations on launch strategies, pricing, promotional opportunities, and co-op programs.
Oversee visual merchandising from planning to execution, ensuring Sulwhasoo's luxury identity and sales goals are reflected at retail.
Manage annual sampling, eventing, and brand activations, ensuring all initiatives support business objectives and deliver strong ROI.
Coordinate brand animations and retailer campaigns to maximize visibility, engagement, and conversion.
Explore and approve external brand partnership opportunities with luxury and wellness partners aligned with Sulwhasoo's positioning.
Social & Digital Marketing
Lead the social media and digital marketing strategy (paid and organic), in partnership with the Digital Marketing Specialist, ensuring alignment with overall brand objectives.
Manage budget allocation for social media activations, paid media, and advertising campaigns.
Partner with agencies to develop white-label content and execute paid influencer partnerships that build brand awareness, drive engagement, and enhance brand desirability.
Ensure all social and digital content, creative, and campaigns consistently reflect Sulwhasoo's luxury brand positioning.
Collaborate with retail partners to assist in influencer activations, integrating social and digital efforts with in-store initiatives.
Assign monthly content focuses to the social team, coordinating paid and organic content to align with brand priorities and business objectives.
Budget & P&L Management
Own the full advertising and promotion budget, setting monthly allocations and adjusting based on prior results, budget changes, or strategic shifts.
Oversee the funnel breakdow