Director, Too Faced, Asia Pacific
Hong Kong, Hong Kong

Job Summary

Too Faced Director, APAC will be responsible for driving the business, achieving market share, growth and profitability targets for Too Faced in APAC.

The APAC Director will design and support the execution of the strategy for Too Faced in the region, respecting overall brand position and adapting brand execution to be regionally relevant.

This position will be based in Hong Kong and will dual report into the Regional Director of ELCV, Glamglow, Smashbox, with a dotted line to the VP / GM International Too Faced.

Regional Strategy

Imagines, defines and articulates the future 5-7 years forward. Identifies disciplines, skills, mindsets, processes, information, technologies / digital assets, and structures that will be required to deliver products to future consumers while simultaneously executing and delivering results in the present.

Designs the APAC Omni-channel strategy in partnership with E-Commerce, which includes determining success factors, operating plans and activities

Designs the APAC retail strategy focusing on compelling in-store experience as key consumer acquisition driver

Designs relevant implementation strategy for the brand in the region with feedback from markets :

Develops long term strategic plan objectives and strategies for the region covering :

Market Share growth gap and ambition

Distribution / Channel

Development (including Distributors)

Category Management

Communication (traditional & digital)


Defines regional Marketing Calendar including :

Priorities and resource allocation per category / products

Execution plans per category / products and channels

Defines specific tools as needed in region and specific distribution channels to support execution plans

Initiates development of Merchandising assets for the region as required by the different distribution channels

Develops and supervises distribution strategy in the region

Supervise APAC Education strategy

Defines / Builds Regional Trade Marketing strategy with Corporate Sales Director APAC

Provides input to Orange County Brand Senior Management to develop international strategy

Ensures an integrated regional brand strategy across all key functional areas : Marketing, Sales, Education, Digital, Marketing Communication and Visual Merchandising :

Approves final affiliate plans, marketing & media calendars

Ensures proper implementation of top door strategy in relevant markets and strong local execution of marketing programs

Monitors plan execution with special attention to major launches whilst concurrently driving basic business

Conducts post-launch evaluation analysis of major programs

Drives simplification of lengthy processes to focus on key data, speed and agility in decision making, interacting with global brand teams and translating into directional inputs and guidance to affiliates

Promotes and protects Brands identity and culture in the region, while ensuring that global Brand image and position are properly maintained

Leads and Develops People

Develops Too Faced teams in markets and regional office

Supports the selection and development of local team

Works with local leads to assess the strengths and developmental needs of team

Participates in goal setting, bonus objectives and performance reviews in collaboration with local Managers

Leads efforts to identify opportunities for streamlining operations, reducing costs, and implementing financial and management technologies to enhance efficiency of Brand operations in APAC (Ex : marketing, promotions, business partner contacts, process improvements)

Ensures the development and coaching of key talent

Behaves consistently with Too Faced values and leads by example

Regional P&L Responsibilities

Sets budget / targets and manages the regional P&L; supports the affiliate brand manager to deliver on targets and reviews performance on a monthly basis to jointly problem solve on issues and share insights / best practices

Proposes and obtain approval for market share, sales and profitability targets for the entire region from senior management (Brand and corporate)

Proposes targets across markets based on priorities / potential, ensuring overall regional targets are met

Responsible of achievement of overall regional financial goals

Responsible for delivery of financial / asset management targets at regional level.


Minimum of 15 years of relevant experience in a product-oriented, consumer driven company

In-depth market knowledge (distribution, customers, competition, etc )

Has successfully managed one or more brands on a multi-national level

BA Degree or equivalent preferred

Ability to travel 30% of the time

Luxury & Retail expert with a thorough understanding of Too Faced

Possess an entrepreneurial spirit

Proven strong team coaching and leadership skills

Proven negotiation skills

Proven ability to influence and positively lead across a matrix environment of increasing complexity

Ability to build productive relationships internally and externally through influence and collaborative communication

Job : Strategy / Business Development

Shift : 1st (Day) Shift

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