TFWA World Exhibition and Conference 2018
Shi Ling TanGlobal Digital & Media Marketing Manager

Shiseido Travel Retail

A next-generation marketeer, Shi Ling Tan joined Shiseido Travel Retail as Digital Manager in 2015. She leads innovative digital projects that amplify the organization’s brands to connect with millions of travelling consumers worldwide each year, being the catalyst in driving strong partnerships with retailers and airport authorities to implement omnichannel strategies that embrace two-way O2O activation. Setting the direction for best-in-class activation, her team has created several award-winning digital campaigns, such as the Shiseido brand’s ‘Beauty of Thailand’, FindYourStrength and #StrongSouls, as well as the acclaimed NARS Virtual Lip Trial.

Shi Ling was born and bred as a digital native. Combining her passion for digital technology, marketing, travel and beauty, she believes that global brands must strive towards marketing automation to serve rapidly evolving consumer expectations. Her conviction is that seeding, augmenting and nurturing digital into all aspects of an organisation is pertinent for business transformation and future-proofing.

Prior to joining Shiseido, Shi Ling held marketing roles with companies including Estée Lauder Companies, Clarins Group and luxury fashion and lifestyle retailers.