Case Studies

Seven Brands. 7 Track Records. Building and Transforming Businesses in Japan.

Turnarounds, Market Launches and Category Creation — led first-hand by Sho Yoshikawa in the Japanese market.

7Global Brands led as Director, VP or Country Head
+US$ 233MCombined Revenue Growth across Three P&Ls
15→85%Peak Market Share achieved in Japan
28Years of Extensive Japanese Market Leadership
  • Nike
  • Disney
  • Electronic Arts
  • Hill & Knowlton
  • GoPro
  • Pure Fishing
  • Cricut

A Track Record Measured in Results

Not advice from the sidelines—results delivered with direct P&L responsibility.

  • 12.8×

    Revenue Growth at GoPro Japan — US$12M to US$154M

  • 85%

    Achieved Leading Market Share in Japan, Making Japan GoPro’s No. 2 Market Globally

  • 2.5×

    Revenue growth in 4 years at Hill & Knowlton — following 6 consecutive loss-making years

  • 2.2×

    Revenue Growth at Pure Fishing — Profitable from My First Year in Leadership

  • #5→#2

    Nike Japan’s Soccer Market Position — From No. 5 to No. 2 around the 2002 World Cup

  • 3

    Japan Market Launches Led — Disney Games, GoPro, Cricut

Seven Brands, Seven Stories.

Explore seven businesses, each with a different challenge, approach and outcome.

  • Repositioning
  • Culture Creation

Nike Japan

Marketing & PR Manager

#5 → #2Soccer share — 2002 World Cup
LifestylePositioning — From Sports to Lifestyle
CultureSneaker Culture — Youth Engagement

Before

  • Recognized mainly as a sports brand
  • Soccer share ranked No.5 in Japan

Actions

  • Repositioned as a lifestyle brand
  • Penetrated youth culture
  • Strengthened soccer by leveraging the World Cup

Results

  • Grew soccer category share to No.2 behind Adidas
  • Helped shape sneaker culture in Japan
Key takeaway

Brands grow not only in markets, but also within culture.

  • New Business
  • Content Growth

Walt Disney Japan

Sales & Marketing Senior Director

GameNew Business Launch — Disney Games
DVDSales growth — exceeded targets
IPKey titles — Toy Story / Lion King

Before

  • Opportunity to build a new games business in Japan.
  • Growth opportunities across key DVD titles.

Actions

  • Built the sales and marketing approach.
  • Focused investment on priority titles and leveraged Disney to drive consumer demand
  • Converted IP value into commercial results

Results

  • Successfully launched Disney’s games business in Japan.
  • Exceeded sales targets across Toy Story, The Lion King and other key titles.
Key takeaway

Strong global IP creates greater commercial value when translated into the right local execution.

  • Portfolio Focus

Electronic Arts Japan

Vice President, Sales & Marketing

FocusProduct Priority Genres — Sports / Racing / Shooting
SKUResources — Priority Tasks
SalesGrowth — priority titles

Before

  • Too Many SKUs and Diluted Resources
  • Unclear Sales and Marketing Priorities

Actions

  • Focused on sports, racing and shooting
  • Managed Product Managers
  • Refocused Product Management on Seven Priority Titles

Results

  • Increased unit sales of priority titles
  • Contributed to revenue growth
Key takeaway

Focus turns limited resources into measurable results.

  • Turnaround
  • President & CEO

Hill & Knowlton Japan — WPP Group

President & CEO, WPP Group — returned to profitability after 6 consecutive loss-making years

US$22M US$55M Revenue over 4 years — operating profit from year 2 onward
6 YearsConsecutive Losses Prior to Appointment
Year 2Operating profit from year 2 onward
39 → 70Employees
65 / 20 / 15Revenue mix — PR / Branding / Creative

Before

  • 6 consecutive years of losses
  • Growth limited by a PR-only business model
  • Underdeveloped Sales Capability

Actions

  • Exited Unprofitable Client Relationships
  • Led new business development
  • Launched Branding and Creative divisions

Results

  • Achieved Operating Profitability from Year 2 Onward
  • Grew revenue from US$22M to US$55M over 4 years
  • Revenue mix: PR 65% / Branding 20% / Creative 15%
Key takeaway

Sustainable turnarounds require commercial discipline, business expansion and organizational reform.

  • Market Launch
  • Category Creation

GoPro Japan and Korea

Managing Director & Sales Director

US$12M US$154M Revenue at departure — a 12.8× multiple
85%Market share in Japan
World No.2Global market, after the United States
BoomCreated the GoPro boom in Japan

Before

  • The action camera market was still immature, with Panasonic as the only player
  • Brand awareness in Japan was limited

Actions

  • Expand distribution across electronics, sporting goods, apparel and Amazon
  • Executed weekly grassroots events nationwide
  • Promoted PR / SNS / Ambassador Programs

Results

  • Built Japan into the world's No.2 market
  • Created the GoPro boom in Japan
  • Achieved 85% market share in Japan
Key takeaway

Markets are not found; they are created.

  • Turnaround
  • Brand Rebuilding

Pure Fishing Japan

Country Manager / President

US$49M US$107M Revenue at departure — profitable from year one
Year 1Returned to Profit After Four Loss-Making Years
90%Revenue from Abu Garcia
60%Japan-focused products

Before

  • 4 consecutive years of losses
  • Too many brands and fragmented resources
  • Limited Product Fit for the Japan Market

Actions

  • Expanded Japan-Specific Product Offerings
  • Concentrated Resources on Abu Garcia
  • Repositioned the Brand Around Outdoor and Lifestyle

Results

  • Achieved Operating Profit in the First Year
  • Grew revenue from US$49M to US$107M
  • Sustained profitability thereafter
Key takeaway

Repositioning and localization drive sustainable, profitable growth.

  • Market Launch

Cricut Japan

Country Manager

3 YearsBuilding the Japan Business
2Distributors — Koizumi Seiki / SoftBank
NationwideRetail — major electronics retailers
ECAmazon / Rakuten — Official Stores + Distributors

Before

  • Limited Brand Awareness and Distribution in Japan
  • Category education was required

Actions

  • Built distributor partnerships with Koizumi Seiki and SoftBank
  • Expanded sales through Amazon and Rakuten
  • Expanded Retail Distribution to Yodobashi, Bic Camera, Yamada, K’s and Others

Results

  • Built a nationwide retail and online sales foundation
  • Established Cricut’s Presence in the Japan Market
  • Led Sales and Marketing
Key takeaway

Successful market entry requires building distribution, customer demand and local capabilities in unison.