Marketing Manager Position at L'Oreal Singapore: A Report

This report provides a comprehensive analysis of the Marketing Manager position at L'Oreal Singapore. It begins with an executive summary and introduction to the company's business. The report then delves into a detailed job analysis, including a job description outlining responsibilities such as product planning, promotional activities, and customer relationship management, along with job specifications detailing required qualifications, skills, experience, and emotional characteristics. Job design considerations, including efficiency, motivation, and mental capacity are also discussed. The report further explores innovative recruitment strategies, such as personalized communication, leveraging online platforms, and utilizing referral systems. Finally, it outlines selection strategies, including cognitive ability tests, personality assessments, group interviews, and background verification, to ensure the selection of the most suitable candidate. The report emphasizes how the role can contribute to the company's growth and success.

Running head: MARKETING MANAGER POSITION-L’OREAL SINGAPORE
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING MANAGER POSITION-L’OREAL SINGAPORE
Executive Summary
The report introduces the company L’Oreal Singapore and its nature of business. A job analysis
is provided for the position of marketing manager which includes a job description and job
specification. A Job design is depicted which provides a detailed overview of the job. The
strategies for recruitment are developed and implementation procedures for these innovative
strategies are described. The selection and implementation process is also discussed. The report
is concluded by describing how the work can add meaning to the company.

2MARKETING MANAGER POSITION-L’OREAL SINGAPORE
Contents
1. INTRODUCTION.......................................................................................................................3
DISCUSSION..................................................................................................................................3
2. JOB ANALYSIS-JOB DESCRIPTION AND JOB SPECIFICATION..................................3
3. JOB DESIGN...........................................................................................................................5
4. RECRUITMENT STRATEGIES AND IMPLEMENTATION FOR THE POSITION OF
MARKETING MANAGER........................................................................................................7
5. SELECTION STRATEGIES AND IMPLEMENTATION FOR THE POSITION OF
MARKETING MANAGER........................................................................................................9
6. CONCLUSION..........................................................................................................................11
Reference Lists..............................................................................................................................12

3MARKETING MANAGER POSITION-L’OREAL SINGAPORE
1. INTRODUCTION
L’Oreal Singapore Pvt. Limited is owned by L’Oreal Paris Singapore. The company has
it’s headquarter in France, Paris. L’Oreal is a leading brand which has multiple product width
under five major product lines-hair color, hair care, skin care, make-up and fragrances. The
nature of business of L’Oreal is providing the best beauty and skin care products to women
across the globe. The company has a strong Research and Development unit that aims to achieve
excellence in innovation. In Singapore, the company hires individuals who are creative and can
make a difference to the company with their out of box thinking (Hong & Doz, 2013).
DISCUSSION
2. JOB ANALYSIS-JOB DESCRIPTION AND JOB SPECIFICATION
Job Description
Job Title-Marketing Manager- L’Oreal Singapore Pvt. Ltd
Job Location- George Street, Singapore
Reporting To- Marketing Head-L’Oreal Singapore Pvt. Ltd
Duties and Responsibilities- The marketing manager of L’Oreal Singapore should make
key difference in expanding the retail business of the company in the country with innovative
marketing initiatives. The marketing manager will be responsible for all Below the Line
Promotional Activities of L’Oreal Consumer division in Singapore. He will be responsible for

4MARKETING MANAGER POSITION-L’OREAL SINGAPORE
product planning and launch and should be able to manage the Supply Chain and Distribution
Chain handling the key accounts in both the units which will include leading supermarkets,
pharmacies and hypermarkets. He will be responsible for designing incentives plan to drive sales
and should be able to achieve monthly and yearly sales target. Promotional activities should be
planned by him and channel management will be his major task. He will also be responsible to
analyze the business of retail division, develop innovative strategies and give feedback to
business management. The marketing manager should co-ordinate with human resource
department to ensure that skills and knowledge of people of the distribution chain is upgraded to
achieve the business targets. He will ensure that the operational plan is properly implemented
and business objectives of L’Oreal Singapore Pvt. Ltd are achieved. The monthly promotional
calendar will be updated by the marketing manager. He will be responsible to handle customer
relationship activities (Thorson & Moore, 2013).
Job Specification
Qualification-The Marketing should have a degree in Marketing from a University of
international repute. He should preferably have under-graduation degree in cosmetics and
pharmacy management.
Skills- He should be well versed in Customer Relationship management. An application
of modern marketing digital tools will be essential for him to handle customer relationships, the
needs of customers should be evaluated and the services provided to customers should match the
quality standards (Black, 2013). He should have analytical skills to set monthly and yearly sales
target. Should be skilled to conduct the product planning, supply chain management, distribution
management, channel management and promotional skills will be required. Knowledge of labour

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laws and government regulations will be required and problem solving skills is mandatory (Fill
& Turnbull, 2016).
Experience- He should have prior experience of minimum 5 years in working with the
marketing division of any of the leading global cosmetic brands. He should be well versed in
dealing with retail business of cosmetics.
Emotional Characteristics- He should have high emotional intelligence and should be
self-driven and able to motivate the team.
3. JOB DESIGN
Design for Efficiency
Efficiency – The monthly and yearly sales target for L’Oreal retain division in Singapore
are required to be achieved by the marketing manager. He is required to give monthly feedback
to the marketing head. He should demonstrate efficiency in driving sales by managing key
accounts. Channel management efficiency should be demonstrated by him. Efficiency in product
planning and implementation and handling all the below the line promotional activities is of
prime importance for the marketing manager.
Design for Motivation
Job Enlargement-He should ensure that the sales and distribution channel has adequate
staffing, skills and knowledge of all members of this channel should be updated so that the
members can handle customers efficiently.
Teamwork-Teamwork will involve dealing with each member of the marketing and
distribution team. The job of the marketing manager will involve dealing with human resource

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team as well to ensure the members of marketing team especially the distribution team receives
adequate training , the training needs should be identified and the training gaps should be
fulfilled(Alfes et al., 2013).
Flexibility- The marketing manager should demonstrate flexibility in his job. The
strategic goals of the retail division of L’Oreal Singapore Pvt. Ltd, the sales target and the
business objectives are subjected to continuous changes. The marketing manager should
demonstrate flexibility to incorporate these changes. The product planning and the promotional
calendars are also subjected to changes and should be well aligned with the business objectives.
Flexibility should be demonstrated in working with ever changing competitive business
environment.
Design for Mental Capacity
Memory Aids- The marketing manager should demonstrate out of the box thinking.
Innovation and creativity should be demonstrated while organizing the promotional activities.
Memory aids are essential for planning and scheduling activities.
Analytical Skills-Analytical skills are an essential requirement of the job of the marketing
manager. He should be able to deal with numbers and draw meaningful interpretation for them.
Analytical skills will be required to drive the retail business, to provide feedback and aid to the
marketing and business heads of L’Oreal Singapore division which will enable them to set
monthly and yearly sales target. Analytical skills should be demonstrated in analyzing customer
needs and drawing meaningful insights from customer feedback.

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Safety and health – The marketing manager will be provided the required safety and
health coverage by the company. He will be covered by medical insurance by the company and
his job will not involve any critical risk to his health (Armstrong & Taylor, 2014).
4. RECRUITMENT STRATEGIES AND IMPLEMENTATION FOR THE POSITION OF
MARKETING MANAGER
The recruitment strategies will involve posting the requirement for the position of
Marketing Manger of L’Oreal Singapore Pvt. Limited in all the job portal sites of Singapore like
LinkedIn, Indeed, Jobs Banks, Job Street, Glint. Headhunters and recruitment consultancy in
Singapore should also be contacted to assist in the recruitment process (Sparrow, Brewster &
Chung, 2016).
I) L’Oreal Singapore should find out who is really interested in the job. So, there should
be a step of self-selection in between submission of resume and one-to-one interview. The
eligible applicants should be invited in a group event. The participation in the group event will
help the company to analyze the interest level of the eligible participants as well as their group
behavior.
Interactive interviews, group sessions and activities should be implemented in the
recruitment process to check the passion in the cosmetic field and creativity and interest level of
the applicants.
II) The ideal and potential candidates for the position of marketing manager of L’Oreal
Singapore Pvt. Limited will already be working in leading companies. So these candidates
should be attracted by the company by making the communication personalized with carefully
handpicked ideal candidates for the position..

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Implementation- This strategy can be implemented by the marketing head sends
personalized messages to the handpicked candidates by sending them customized messages in
professional networking sites like LinkedIn, or else a token of invitation gift for 30 potential
candidates can be sent like an I-pod with an interview invitation message (Budhwar & Debrah,
2013).
III) Job fairs may not prove to be an ideal place for hunting ideal candidates for the
position of marketing manager. So L’Oreal Singapore should ensure that candidates are searches
in unusual places like Meet up of marketing professionals in local areas. L’Oreal Singapore
should not post written job description. Instead the company can choose strategies like posting
fun videos in YouTube demonstrating the culture of the company, thus attracting potential
candidates. Also, the company should be able to record podcasts which will have description
about the position of the company.
IV) L’Oreal Singapore can search for potential candidates by actively looking into the
visual CVS and social networking sites of candidates. Also the company should purchase ads
which will appear when candidates search keywords related to cosmetics and marketing. This
will enable the company to search for the ideal candidates for the position of marketing manager.
V)L’Oreal Singapore can also consider candidates for the position of marketing manager
that were earlier rejected by the company due to certain reasons like expectation of higher salary.
Also, referral system for hiring of potential candidates should be introduces. Financial rewards
should be introduced and given to the person who refers the right candidate. Referral system will
enable the company to search for potential candidates with the help of existing employees.

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Thus L’Oreal Singapore can develop strategies which will enable the company to make
the process of recruitment for the position of marketing manager innovative and differentiate the
company from other employers (Marchington et al., 2016).
5. SELECTION STRATEGIES AND IMPLEMENTATION FOR THE POSITION OF
MARKETING MANAGER
Selection of right candidate for the position of marketing manager of L’Oreal Singapore
is of paramount importance for the company. The selection process should follow certain
strategies.
i) The job analysis and job design for the position of marketing manager will be useful
for L’Oreal Singapore to set the selection criteria for the position. The KSA, that is, knowledge,
skill and ability for the position should be sorted and candidates should be tested in these
categories by using activities that will enable them to demonstrate their innovative and creative
mindsets. Candidates who can’t demonstrate out of the box thinking ability may not be suitable
for the job and can be rejected (Beardwell & Thompson, 2014).
ii) Cognitive ability and analytical skills of the applicants for the position of marketing
manager should be checked with the help of online tests. Problem solving capacity can be
checked by allowing them to solve a complex problem of retail marketing in an innovative way.
The reasoning and numeric ability of candidate should be checked.
iii) Personality tests should be conducted to check the emotional quotients of the
candidates. The applicants should demonstrate high emotional intelligence and stability which
will enable them to work in a team, be flexible and adjust to changes and stressful situation and
the ability of the candidates to deliver high performance on time should be checked. The sales

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target, business objectives and product planning of the company will be subjected to changes and
the candidates’ ability to be flexible should be checked.
iv)Certain interviews should be conducted in groups to check the communications skills,
time management and interactive capabilities of the candidates. Skills related to modern
marketing tools like digital marketing tools, handling of software related to marketing should be
checked. The candidate should be able to demonstrate Customer Relationship management,
Supply Chain Management and Enterprise Resource Planning skills.
v) Face-to-face interviews should be conducted with the marketing head and senior
members of the team. Candidates should demonstrate compatibility with team members in these
face-to-face interviews. The personal values of the candidates should be assessed during these
interviews. The values should be in alignment with the vision and mission and strategic
objectives of the company.
vi) L’Oreal Singapore should conduct a strict Background Verification of the candidates.
The company should check the criminal records of the applicants. The past work experience of
the candidates should be verified from previous employers.
vii) Medical examination of the applicants should be conducted.
viii) The selection process for the position of marketing manager of L’Oreal Singapore
should be a multi-stage process which must have several rounds like cognitive tests, analytical
skill tests, personality tests, face-to-face interviews. The candidates should be eliminated if they
do not meet the selection criteria at any stage.

11MARKETING MANAGER POSITION-L’OREAL SINGAPORE
ix) The process of selection should judge the overall performance of the candidates. A
holistic approach should be incorporated in the selection process.
x) The selection process should also focus on retention strategies of the right candidate.
6. CONCLUSION
The above job analysis and job design of the marketing manager of the retail division of
L’Oreal Singapore will add value to the company and enable the company to list all the key
responsibilities and duties, skills and experience of the marketing manager. Job design will give
a vivid and detailed idea about the job. Recruitment strategies will enable the company to invite
skilled manpower for the position. The recruitment strategies will ensure a holistic approach
encompassing all the means and channels of recruitment. Selection strategies and
implementation will enable the company to fill the gap in the position of marketing manager.