Summary
Overview
Work History
Education
Skills
ADDITIONAL QUALIFICATIONS
Languages
Timeline
Generic

Kayo Shichita

Tokyo

Summary

Consumer marketing leader with 10+ years of experience driving brand growth and category performance across B2C sectors, especially in sporting goods. Skilled in crafting consumer-centric strategies and executing integrated Go-to-Market plans that deliver measurable business impact. Proven track record in leading cross-functional teams, aligning global and local initiatives, and optimizing ROI through data-driven decision-making. Passionate about purpose-driven marketing that connects with diverse audiences, bridging performance and well-being.

Overview

18
18
years of professional experience

Work History

Senior Manager, Brand Communication (Running, Motorsports & Outdoor Categories)

adidas Japan
01.2022 - Current
  • Developed and executed consumer-centric marketing strategies across Digital, PR, Retail, Media and CRM channels, resulting in a 17% sales increase in the Running category over two years.
  • Increased Running race shoe market share from 5th to 2nd place through strategic marketing initiatives and consumer engagement.
  • Drove a multi-channel campaign in December 2024 for a new running shoe, achieving a full sell-out within two weeks for DTC and key WHS account— a first for the category.
  • Collaborated with merchandising and product teams to plan and adapt seasonal assortments that reflect local consumer insights and market trends, ensuring relevance and demand alignment.
  • Managed approximately 20 integrated marketing campaigns annually, ensuring strategic alignment and timely execution across channels.
  • Managed annual marketing budget and optimized channel investments for maximum ROI.
  • Directed a team of 5 and collaborated with global stakeholders to ensure brand consistency and local relevance.

Senior Manager, Global Project Events Tokyo

adidas HQ
03.2019 - 12.2021
  • Spearheaded strategic business planning, product development and communications for the 2020 Tokyo Olympic project, aligning local execution with global brand objectives.
  • Delivered go-to-market toolkits for digital and retail activations across 30+ countries.
  • Oversaw budget allocation and campaign performance tracking to ensure effectiveness.

Manager, Digital Activation

adidas Japan
10.2018 - 03.2019
  • Launched e-commerce marketing strategies focused on traffic, conversion, and membership growth.
  • Increased new member sign-ups by 25% in six months through targeted digital initiatives.

Manager, Merchandising

adidas Japan
02.2015 - 10.2018
  • Led seasonal merchandise planning for the Training category, ensuring alignment between SKU assortment, financial targets, and consumer trends.
  • Conducted market analysis and consumer research to inform product selection and positioning tailored to Japanese market needs.
  • Partnered with cross-functional teams and APAC counterparts to drive excellence and meet annual sales goals.

Assistant Manager, Brand Communication

adidas Japan
01.2013 - 03.2015
  • Managed digital campaigns focusing on consumer engagement and brand storytelling.

Account Executive

BILCOM Inc.
04.2008 - 02.2013
  • Delivered PR and digital strategies for luxury and hospitality clients.
  • Organized media events and press engagements to drive brand visibility.

Education

Bachelor's Degree - Sports Science And Health

Juntendo University
Chiba
03.2008

Skills

  • Consumer marketing strategy
  • Go-to-Market Planning
  • Creative development
  • Digital & Social Media Activation
  • PR & Media Relations
  • Campaign Development for Retail, E-commerce and Key Wholesale partners
  • Local Market Product Planning & Consumer Insight Integration
  • Budget Management & ROI Optimization
  • Cross-functional Team Leadership
  • Global Stakeholder Collaboration

ADDITIONAL QUALIFICATIONS

  • - Fluent in English and Japanese
  • - International experience: Switzerland and Canada (5+ years abroad)

Languages

English
Full Professional
Japanese
Native or Bilingual

Timeline

Senior Manager, Brand Communication (Running, Motorsports & Outdoor Categories)

adidas Japan
01.2022 - Current

Senior Manager, Global Project Events Tokyo

adidas HQ
03.2019 - 12.2021

Manager, Digital Activation

adidas Japan
10.2018 - 03.2019

Manager, Merchandising

adidas Japan
02.2015 - 10.2018

Assistant Manager, Brand Communication

adidas Japan
01.2013 - 03.2015

Account Executive

BILCOM Inc.
04.2008 - 02.2013

Bachelor's Degree - Sports Science And Health

Juntendo University
Kayo Shichita