Shiseido names APAC digital marketing director

Shiseido has brought on board Sebastian Tuason Cruz as APAC digital marketing director. He joins from Kimberly-Clark where he was most recently APAC senior manager, media and innovation.

Cruz (pictured) spent close to six years with Kimberly-Clark and in his most recently role, he incubated and scaled a hybrid/in-house operating model and drove capability in marketing mix modelling and advance analytics, his LinkedIn said. Prior to that, he was APAC media manager and APAC digital media manager at Kimberly-Clark.

Cruz also spent time on the agency side, having worked at WPP and Omnicom Media Group for about three years. He was involved in programmatic trading at Xaxis and was a communications planner at OMG. Before that, he was a global media analyst and buyer at Reckitt and regional operations and supplier manager at P&G. MARKETING-INTERACTIVE has reached out to Shiseido and Cruz for comment.

Separately, Shiseido Malaysia took consumers down Tokyo Ginza Street with its latest VR experience last September Through a 360 digital experience, customers were able to immerse themselves into the world of Shiseido and its product, the Ultimune. Done in collaboration with Ampersand Advisory's creative service unit, the campaign aimed to engage consumers in a friendly virtual environment with product information, immersive games, quizzes, sampling, and links to eCommerce.

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