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Head of Customer Experience - Travel Retail, FMCG

Hong Kong, Asia Pacific Permanent View Job Description
The Head of Consumer Experience, Travel Retail leads consumer engagement and brand activation across global travel retail markets. The role focuses on delivering impactful consumer experiences, driving commercial performance, and enhancing customer engagement capabilities. Experience in consumer experience, brand activation, shopper marketing, or customer engagement within a consumer-facing industry is preferred. Based in Hong Kong or Singapore.
  • Shape impactful consumer engagement and activation strategies.
  • Work closely with senior leaders and influence key business decisions.

About Our Client

The Head of Consumer Experience, Travel Retail leads the strategy and execution of consumer engagement and brand activation initiatives across global travel retail markets. The role focuses on creating impactful consumer experiences, driving commercial performance, and building best-in-class capabilities across the function. Experience in consumer experience, brand activation, shopper marketing, or customer engagement within a consumer-facing industry is highly desirable. This position can be based in either Hong Kong or Singapore.

Job Description

As a Head of Customer Experience Travel Retail, your main responsibilities will include:

  • Develop and execute the consumer experience strategy across travel retail channels to drive brand engagement, shopper conversion, and commercial growth.
  • Lead multi-category consumer activation plans, focusing on priority markets, key retail locations, and high-value opportunities.
  • Leverage consumer insights and data to enhance shopper experiences and improve business performance.
  • Design and implement innovative retail experiences, campaigns, and activations across multiple consumer touchpoints.
  • Create activation toolkits, frameworks, and best practices to ensure consistent and effective execution across markets.
  • Identify and test new technologies, engagement approaches, and experiential concepts to continuously elevate the consumer experience.
  • Partner closely with brand, trade, category, and operations teams to deliver integrated marketing and retail activation initiatives.
  • Oversee exclusive channel activations, partnerships, promotional programs, and differentiated consumer experiences.
  • Monitor market performance, execution quality, and industry trends to identify opportunities and optimize future activities.
  • Lead and develop a high-performing team while managing agency partners and building strong cross-functional stakeholder relationships.

The Successful Applicant

A successful Head of Customer Experience Travel Retail should have:

  • 10+ years of experience in marketing, consumer engagement, brand activation, or commercial roles within FMCG or other consumer-focused industries.
  • Strong track record of developing and delivering impactful consumer experiences, retail activations, and shopper marketing initiatives that drive business results.
  • Experience managing multiple product categories and working within complex, fast-paced environments.
  • Exposure to travel retail, duty-free, or other consumer-facing retail channels would be an advantage.
  • Strong understanding of consumer insights, data analytics, and customer behaviour, with the ability to translate insights into effective strategies.
  • Proven experience managing external agencies and cross-functional stakeholders to deliver integrated campaigns and activations.
  • Excellent strategic thinking, commercial acumen, and project management capabilities.
  • Strong communication, influencing, and stakeholder management skills, with the ability to engage senior leadership.
  • Analytical and solution-oriented, with the ability to identify opportunities, solve complex challenges, and drive execution.
  • Demonstrated leadership experience with a track record of building high-performing teams and delivering sustainable growth.

What's on Offer

  • Opportunity to lead a high-impact consumer experience function within a renowned international consumer business.
  • Ownership of strategic consumer engagement and brand activation initiatives across a dynamic retail environment.
  • Exposure to senior stakeholders and the ability to influence commercial and marketing strategy.



Contact
Carmen Lee
Quote job ref
JN-062026-7036650

Job summary

Function
Marketing & Communications
Subsector
Marketing & Communications Subsector
Industry
Consumer & Retail
Location
Hong Kong
Contract type
Permanent
Consultant name
Carmen Lee
Job reference
JN-062026-7036650

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