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I am a consumer marketing professional with over 10 years of experience in Japan, leading category and product marketing from strategy through execution in both global and local settings. My work focuses on enhancing brand presence in high-sensitivity contexts, drawing insights from mass national trends to inform actions that drive revenue and CAC optimization. Throughout my career, I’ve successfully developed global campaigns and strategic communication frameworks that not only resonate with target audiences but also align with business objectives. With a passion for marketing innovation and consumer insight, I am dedicated to creating impactful strategies that enhance market engagement.…I am a consumer marketing professional with over 10 years of experience in Japan, leading category and product marketing from strategy through execution in both global and local settings. My work focuses on enhancing brand presence in high-sensitivity contexts, drawing insights from mass national trends to inform actions that drive revenue and CAC optimization. Throughout my career, I’ve successfully developed global campaigns and strategic communication frameworks that not only resonate with target audiences but also align with business objectives. With a passion for marketing innovation and consumer insight, I am dedicated to creating impactful strategies that enhance market engagement.

Azusa Hatanaka

PRO

Product Marketer, Marketing Strategist, Marketing Consultant, +3

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I am a consumer marketing professional with over 10 years of experience in Japan, leading category and product marketing from strategy through execution in both global and local settings. My work focuses on enhancing brand presence in high-sensitivity contexts, drawing insights from mass national trends to inform actions that drive revenue and CAC optimization. Throughout my career, I’ve successfully developed global campaigns and strategic communication frameworks that not only resonate with target audiences but also align with business objectives. With a passion for marketing innovation and consumer insight, I am dedicated to creating impactful strategies that enhance market engagement.…I am a consumer marketing professional with over 10 years of experience in Japan, leading category and product marketing from strategy through execution in both global and local settings. My work focuses on enhancing brand presence in high-sensitivity contexts, drawing insights from mass national trends to inform actions that drive revenue and CAC optimization. Throughout my career, I’ve successfully developed global campaigns and strategic communication frameworks that not only resonate with target audiences but also align with business objectives. With a passion for marketing innovation and consumer insight, I am dedicated to creating impactful strategies that enhance market engagement.

Available to hire

Tokyo, Japan

I am a consumer marketing professional with over 10 years of experience in Japan, leading category and product marketing from strategy through execution in both global and local settings. My work focuses on enhancing brand presence in high-sensitivity contexts, drawing insights from mass national trends to inform actions that drive revenue and CAC optimization.

Throughout my career, I’ve successfully developed global campaigns and strategic communication frameworks that not only resonate with target audiences but also align with business objectives. With a passion for marketing innovation and consumer insight, I am dedicated to creating impactful strategies that enhance market engagement.

Skills

Experience Level

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

Japanese

Fluent

English

Intermediate

Work Experience

Global Marketing at ASICS Corporation

October 1, 2021 - October 1, 2022

Led development of global running campaign assets by gathering regional requirements across Europe, Asia, Oceania, and the U.S., shaping the creative direction, and collaborating with the Boston creative team on execution. Assets were adopted for local & regional market execution, resulting in a total revenue increase of 19M in 2021.

Japan Delegation Team Communication at ASICS Japan

April 1, 2017 - September 1, 2021

Core-sports brand in Japan tasked with driving incremental sales growth during the Tokyo 2020 Olympics. Developed personal narratives that connected the Olympics, and leveraged data to construct and oversee performance-based KPI design.

Strategic Planner at beacon communications k.k.

February 1, 2013 - December 1, 2013

Created messaging briefs and strategic briefs for FMCG and tech brands, translating global creative concepts into Japan-specific narratives. Repositioned Ariel's odor-related messaging using quantitative research to increase brand visibility.

Assistant Consultant at Abeam Consulting

April 1, 2011 - January 1, 2013

Focused on cash management system implementation for regional banks by structuring workflows, defining requirements, and supporting prototype designing.