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
Chiba03.2008
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