Miwako Masuda
402, Tomigaya 1-48-8, Shibuya-ku
Summary
Cosmetics & Consumer Products marketing and eCommerce and omni-channel innovator, directly building high growth digital businesses and brand marketing for brands and services including Tatcha, BareMinerals, RIZAP. Leveraging a diverse background across merchandising, marketing, creative, P&L management, and digital strategy & execution. Possesses a keen ability to translate a brand’s DNA and key initiatives into an Ecommerce digital experience that drives brand engagement, customer loyalty and rapid sales growth. A proven leader with the ability to build and unite teams, ignite collaboration, implement new processes and ultimately deliver measurable results.
Overview
33
33
years of professional experience
Work History
Director, E-Commerce & Operation
UPD Japan K.K. (Subsidiary of Unilever Prestige Beauty Division)
Tokyo
2021.07 - Current
- Responsible for DTC online revenue and profit targets for Tatcha Japan
- Managing the team responsible for all aspects of e-commerce sales (brand.com & third-party platforms) and, 3rd Party Go-to-the-Market strategy, resulting +72% revenue growth YoY.
- Developed roadmap and led E-commerce site and fulfill operations Projects for launching Tatcha.jp (brand.com) within 2 months joining in Sept. 2021
- Established the EC platform (front & backend), fulfillment, call center, and executed the SNS & digital marketing activities for the launch.
- Managing all digital media strategies including SEM, SEO, Email, Display and Affiliate programs, resulting consumer interest +185%, Consumer engagement +160%, CV +58% YOY in Tatcha.jp.
- Lead DTC team in identifying new opportunities to grow existing channels and pursue new channels, forming strong cross channel relationships with @cosme resulting +450% revenue growth, and +160% consumer engagement YoY.
- Project managing site campaigns with cross-functional teams; owned project brief schedules, asset allocation and resourcing.
- Tracked consumer behavior, content management and weight of purchase to develop robust customer acquisition and retention programs.
- Partnering with HQ and local Dev. team on leveraging brand site as Key consumer engagement platform.
- Managing P&L and forecast planning.
- Managing 4 staff
Senior Marketing Manager, DTC Marketing
Bare Escentuals K.K. (Subsidiary of BareMinerals, Shiseido USA)
Tokyo
2014.10 - 2021.06
- Managed DTC business, Ecommerce, Subscription for BareMinerals Japan.
- Responsible for financial target, leading own site and 3rd Party Go-to-Market strategy.
- Led the migration from the outsource vender to to the new Ecommerce system (Front & Backend), and entire fulfillment processes within the scope and on budget in March 2017
- Successfully migrating 900K consumer database and smoothly launched subscription scheme without any issue.
- Launched new site, resulting +200% revenue growth, and +60% conversion.
- Establishes Integrate CRM program and led implementation of lifecycle and value (loyalty) based segmentation for Ecommerce and Continuity subscription customers.
- Managed 3rd Party strategy, initiated @cosme, meeco, watashi plus launches resulted +100% sales growth YoY.
- Closely worked with Brand team, US team, and Shiseido (US and JAPAN) to identify business opportunities for growth, to deliver marketing activities.
- Managed P&L
- Managed 4 DTC staff.
Marketing Manager
Institut Esthederm Japan K.K.
Tokyo
2013.11 - 2014.09
- Managed rebranding initiative in order to increase better brand awareness and sales. (PR, Brand communication, merchandising, pricing, training strategies)
- Initiated trade marketing activities for Aesthetic salon partner - Socie to maximize return on investment.
- Managed P&L, budget and FC plan.
- Conducted market research and reported to HQ on local competition, new products potential.
- Managed 4 staff
Director, CRM Marketing Division
Kenkou Corporation, Ltd. (RIZAP)
Tokyo
2011.03 - 2013.10
- Created new CRM team and launched new initiatives that leveraged consumer understanding and analytics resulted +20% retention in 2nd year.
- Led Infomercial contents development with Media, Online & Digital team for improving the better ROI.
- Initiated consumer insights through database analytics to track consumer behavior and engagement, and developed segmented marketing plans to maximize annual spent, retention and loyalty.
- Develop Go-to-Market Plan and execute new brand communication launch for “RIZAP” sports gym.
Senior Manager, Food, Health & Beauty, Pets Div.
Disney Consumer Products, Walt Disney Japan
Tokyo
2007.01 - 2010.12
- Initiated new character license business development for white space (cosmetics, supplement, healthcare and pets)
- Increased 200% growth of cosmetic business in second year of operation by creating and implementing innovative product initiatives and collaborative cross-business marketing campaigns.
- Developed and drove synergetic marketing program with other Disney Business Units and licensees.
- Achieved 100% revenue and sales objectives while driving long-term strategic plan.
- Built mutual partnership with 30 existing licensees for creating buzz and profit to their licensees by using Disney characters.
Senior Marketing Manager
Dyson Japan
Tokyo
2005.05 - 2006.12
- Developed marketing strategy and integrated marketing plan and drove major initiatives.
- Drove advertising and promotional campaigns for new launches and existing line-up, boosted brand awareness and presence of Dyson in-store and online, resulted +775% brand awareness. (8% to 70%)
- Achieved +150% of previous year end sales by Q3 2006
- Achieved 30% increase in footage in store since October 2005 (became a category leader in vacuum category) by proposing the unique and untraditional tactics resulting 23% sales increased in the tested stores.
- Led CRM strategy for building loyalty programs and direct sales opportunities.
- Managed 4 staff in marketing team.
Marketing Manager
E’quipe, Ltd. (Subsidiary of Kanebo)
Tokyo
2004.07 - 2005.05
- Managed SUQQU brand marketing activities, one of the fastest growing cosmetics brands.
- Achieved 150% sales growth, and expanded from 6 to 16 department stores in 6 months.
- Developed Omni channel marketing plan and execute promotion program (both digital/non-digital) to create brand’s awareness and sales with the mix of PR, media and variety of promotional events.
- Monitored sales and P/L for marketing and sales division.
- Managed 4 staff in marketing and retail team.
Senior Brand Manager
Bluebell Japan, Ltd
Tokyo
2002.04 - 2004.07
- Brand Management - Managed new brands’ strategic marketing and retail sales developments.(Caudalie, Body&Soul, Aesop)
- Achieved 200% consecutive sales increase vs. last year for Caudalie brand in 2002 and 2003, expanded from 2 to 26 stores in 2 years.
- Spearheaded strategic brand plans for multiple product lines to increase market share and brand awareness.
- Monitored sales and P/L for marketing and sales for the brands.
- Established good partnership with the brands' partners.
- Managed 3 staff.
Marketing Manager for Japan
BeneFit Cosmetics, LLC.
San Francisco
2000.01 - 2002.02
- Responsible as liaison partner to LVMH New Cosmetics in Japan for achieving sales target, effective execution of business development and marketing plans.
- Partnered with Japan team and managed and the execution plan for for current and new distribution channels in Japan aligned with the company’s global strategy.
- Increased revenue to 10 times from previous year.
- Established close relationships with department stores buyers and the press.
- Acted as a team leader in group projects, collaboratively delivered results.
Director, Product Merchandizing & Sales
Bargen America Inc.
San Jose
1996.10 - 1999.12
- One of the first US based Japanese e-commerce websites that offered Japanese consumers personal imports.
- Managed daily operations, overseeing merchandising, Product launches, marketing, sales.
- Developed online advertising plan, and sales promotions with strategic business alliances with MSN, Yahoo Japan, Goo, Usen, and Gateway Japan.
- Managed the backend system: site design as well as inventory system, and promotional mechanism to maximize the sales and consumer usability.
- Managed Japanese operation team (6 staff)
Senior Consumer Researcher, Packaging, R&D
Procter & Gamble, Beauty Division (Max Factor, SK-II)
Shiga/Kobe
1990.03 - 1996.08
- Initiated and Managed packaging consumer research projects and led analytical interpretation of results for successful product launch and profitability.
- Developed and managed global standardization research projects for Japan, and created cost-saving global packaging sourcing specification.
- Partnered with marketing team, global teams to deliver the global launch (Max Factor global line) and new package initiatives.
- Awarded as the best contributor from R&D at Kobe Earthquake Disaster Response Headquarters operation in 1995.
Education
Bachelor of Science - Business Administration And Marketing
San Jose State University, California
California, CA, USA1999
Associate of Arts - Business Administration
Holmes Commercial College
Melbourne, Australia 1988
Associate of Arts - English
Baika Junior College
Osaka, Japan 1988
Skills
- Business Strategy
- Brand Marketing
- D2C Sales Growth & New Business Models
- Digital & Omni-Channel Strategy
- Data Analytics
- Global Project Management
- Partnership & Relationship Management
- Customer Experience CRM
- Market Research & Competitive Analysis
- Sales Forecasting & Growth Planning
- Cross-cultural Adaptation
- Team Building & Team Leadership
- Salesforce
Accomplishments
Nationality: Japanese
Languages: Japanese – native, English – fluent
Timeline
Director, E-Commerce & Operation
UPD Japan K.K. (Subsidiary of Unilever Prestige Beauty Division)
2021.07 - Current
Senior Marketing Manager, DTC Marketing
Bare Escentuals K.K. (Subsidiary of BareMinerals, Shiseido USA)
2014.10 - 2021.06
Marketing Manager
Institut Esthederm Japan K.K.
2013.11 - 2014.09
Director, CRM Marketing Division
Kenkou Corporation, Ltd. (RIZAP)
2011.03 - 2013.10
Senior Manager, Food, Health & Beauty, Pets Div.
Disney Consumer Products, Walt Disney Japan
2007.01 - 2010.12
Senior Marketing Manager
Dyson Japan
2005.05 - 2006.12
Marketing Manager
E’quipe, Ltd. (Subsidiary of Kanebo)
2004.07 - 2005.05
Senior Brand Manager
Bluebell Japan, Ltd
2002.04 - 2004.07
Marketing Manager for Japan
BeneFit Cosmetics, LLC.
2000.01 - 2002.02
Director, Product Merchandizing & Sales
Bargen America Inc.
1996.10 - 1999.12
Senior Consumer Researcher, Packaging, R&D
Procter & Gamble, Beauty Division (Max Factor, SK-II)
1990.03 - 1996.08
Bachelor of Science - Business Administration And Marketing
San Jose State University, California
Associate of Arts - Business Administration
Holmes Commercial College
Associate of Arts - English
Baika Junior College
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