Summary
Overview
Work History
Education
Skills
Timeline
Generic

NAYUMI NAGASE

Summary

My career in advertising & branding combined ith the years working on client side has given me a broader and deeper perspective of marketing, communication and branding. Having experienced roles as account planner/strategist and account manager/project manager, I have developed strong strategic thinking, analytical skills built around general knowledge of account management. My own multi-cultural background also adds to my interest in foreign cultures which has kept me open-minded and passionate about the "new". This also developed by skills of being able to communicate thorougly with proper context about the Japan market and insights. Skilled at understanding customer and employee requests and meeting needs. Implements strategic and tactical marketing campaigns to drive engagement and sales. Bringing solid history of success in boosting program operations efficiency, conversion rates and performance. Well-versed in both online and traditional marketing approaches. Dedicated [Industry] professional with a history of meeting company goals utilizing consistent and organized practices. Skilled in working under pressure and adapting to new situations and challenges to best enhance the organizational brand.

Overview

25
25
years of professional experience

Work History

Gillette Braun
  • Oral-B, Gillette Venus (Currently P&G)
  • Clinique (retail audit, analysis, implications report only)
  • Tasks & Achievements:
  • Responsible for in-depth retail audit, brand communication audit, consumer touchpoint analysis to identify the challenges and brand assets to develop a retail design strategy
  • Improve brand presence and visibility at overly chaotic retail environment making negotiations with distributors smoother and increasing sales
  • Highly evaluated by client and later worked with Oral-B and Venus teams on improving retail environment
  • Package Strategy and Design

Vodafone
  • Achievements:
  • Worked with designer as a duo team to develop Japanese visual guidelines based on guidelines controlled by the global team in London
  • Responsible for details of the guideline dealing with construction and writing of text
  • After years of recreating the global guideline, received high recognition from local/global client and given responsibility to develop Japan’s original Look & Feel guideline.

Justsystem ATOK
01.2006
  • Justsystem package format for full lineup, Kaspersky
  • Kleenex Lotion Tissue Aloe Plus, Kleenex Virus Stop
  • Tasks & Achievements:
  • Responsible for in-depth retail environment and package design audit, user analysis to identify the challenges and brand assets to develop a package design strategy
  • For Justsystem ATOK Mac, 140% increase in sales
  • Helped build tighter client relationship and developed to more business on corporate logo redesign and Justsystem package design format development
  • Requested by client to be permanent brand strategist on the team
  • Brand Guideline Development

Strategic Planning Director

BuzzFeed Japan
10.2016 - Current
  • Team
  • Tasks & Achievements:
  • Responsible for clarifying client brief and identifying the target audience to address in the development of effective BuzzFeed native ad content
  • Lead communication with BuzzFeed Editorial team (ie News Team, Editorial Video team) to find new ways to monetize and strengthen the BuzzFeed brand in the advertising field
  • Work with and mentor Sales, Client Service and Creative team subordinates as a Director on the Advertising team
  • Previously led both the Planning and Client Service teams from resource allocation, quality control, mentoring, teaching basics of marketing communication to how marketers think.

Senior Consultant

Interbrand Japan
10.2015 - 10.2016
  • Japanese major property developers, Japanese major railway company, jewelry brand, Japanese car brand
  • Tasks & Achievements:
  • Lead analysis and development of strategy for new brand proposition and naming for property developer’s new business
  • Support teams with base analysis and research for brand valuation projects for car brand and fashion brand
  • Advisory support from a branding perspective for a PR launch event for new initiative from major railway company.

W. L. Gore & Associates Co. Ltd
05.2012 - 10.2015
  • Strategic Marketing, Fabrics Division
  • GORE-TEX footwear
  • Tasks & Achievements:
  • Develop strategy and lead overall marketing initiatives to increase business for GORE-TEX footwear for Japanese market
  • Developed integrated marketing campaign for the launch of a new GORE-TEX footwear technology in the casual and outdoor footwear market in spring of 2015 (magazine tie-ins, digital advertising, OOH, PR, retail)
  • Key brand guardian for the GORE-TEX trademark
  • Final approver of use of the brand logo and brand related information (including visuals) for all footwear initiatives
  • Work with customers (brands) using GORE-TEX fabrics to communicate information accurately (ex
  • Support and check advertisements, PR/publicity, websites, retail, etc.)
  • Act as one of main contacts to global team to share and represent Japan Footwear team
  • Coordinated and supported small and young marketing team within the Fabrics Division by sharing basics of marketing and guiding them on projects.

Operations Director / Regional Business Director

Ogilvy & Mather Advertising Asia Pacific, P&G Duracell
06.2011 - 01.2012
  • Achievements:
  • Working directly to the President of Ogilvy & Mather Advertising Asia Pacific and contributed to new business by coordinating resources and experiences needed to help win new business across the region
  • Coordinate regional projects for P&G Duracell out of Singapore working market specific communication projects in India and China, building successful initial relationship with regional Duracell clients in Singapore

Ogilvy & Mather, G
03.2002 - 01.2012

Account Planner

Ogilvy & Mather Japan
12.2007 - 06.2011
  • Brand development) Twinings Tea, Suntory HIBIKI, AJINOMOTO (New product/brand concept development) Evian, AMEX (Communication pitch) SEIKO, Audi
  • Tasks & Achievements:
  • Brand strategy planning
  • Responsible for developing communication plan based on an in-depth analysis of the brand, competitors, local target insights and market trends
  • Research design, implementation, analysis
  • Responsible as agency planner to work closely with research agency to dig for insight and understanding of users and non users through various quantitative/qualitative research
  • Development and defining of brand values, positioning, personality
  • Facilitate client workshops, summarize results to develop distinct definition for the brand
  • Contributed to increasing sales for Twinings Tea and Suntory HIBIKI positioning myself as an the leader of the team.

Brand Strategist / Project Manager

Enterprise I.G
09.2004 - 12.2007
  • SEIKO (branding for overseas market)
  • J:COM (local cable company that went public), JupiterTV (cable TV program aggregator)
  • Ajinomoto VONO (for 6 overseas markets)
  • Tasks & Achievements:
  • Responsible for market / competitor analysis, client workshops, consumer qualitative research to develop brand values (positioning, promise, personality) needed as a foundation to develop logos and brand identity elements
  • Worked closely with creative team in interpreting the brand values into a creative concept and developing strategic direction for the design
  • Construct and write text for the brand identity guideline
  • For all projects, highly evaluated by clients which lead to new projects and business for Ogilvy
  • J:COM lead to a re-branding project for an affiliate company, Jupiter TV (cable TV program aggregator) and SEIKO led to participate in global ad agency pitch
  • Retail Strategy and Design

Account Executive

Ogilvy & Mather Japan, Unilever
03.2002 - 08.2004
  • Dove Body Wash, Dove Full Range (Body Wash, Facial Foam, Makeup Remover, Shampoo/Conditioner, Hand Wash)
  • Tasks & Achievements:
  • General account management tasks
  • Project management (manage schedule and progress), budget management (preparation of estimate, invoice), contact report development, management of creative materials, talent contract management, competitive analysis (monthly summarization of activities, messages)
  • Testimonial TVC production
  • Worked closely with creative team and producer from talent recruiting, screening interviews, story development, shoot to editing
  • Took on planner roles of strategic planning, developing brief, designing/coordinating/analysing research (due to no permanent planner on team)
  • Highly appraised by client with a special bonus for achieved No1 sales for Body Wash, with only two in the account service team.

Asatsu International, ADK
04.1998 - 02.2002

Assistant Account Executive / Creative Coordinator

Asatsu International, ADK, Bluebell Japan
04.1998 - 02.2002
  • (fragrance, fashion importer), Fidelity Investments, Mitsubishi Motors, Toshiba (overseas ads)
  • Tasks & Achievements:
  • Prepare/submit estimates, create/control production schedules
  • Ideation for BTL activities
  • Actively took part in idea brainstorms for numerous fragrance promotion and campaigns
  • Using bilingual communication skills, contributed to smoothening relationship between non-Japanese speaking clients and colleagues.

Education

Bachelor of Arts - Sociology and Anthropology

Sophia University

Skills

Japanese (native; spoken, written)undefined

Timeline

Strategic Planning Director

BuzzFeed Japan
10.2016 - Current

Senior Consultant

Interbrand Japan
10.2015 - 10.2016

W. L. Gore & Associates Co. Ltd
05.2012 - 10.2015

Operations Director / Regional Business Director

Ogilvy & Mather Advertising Asia Pacific, P&G Duracell
06.2011 - 01.2012

Account Planner

Ogilvy & Mather Japan
12.2007 - 06.2011

Justsystem ATOK
01.2006

Brand Strategist / Project Manager

Enterprise I.G
09.2004 - 12.2007

Ogilvy & Mather, G
03.2002 - 01.2012

Account Executive

Ogilvy & Mather Japan, Unilever
03.2002 - 08.2004

Asatsu International, ADK
04.1998 - 02.2002

Assistant Account Executive / Creative Coordinator

Asatsu International, ADK, Bluebell Japan
04.1998 - 02.2002

Gillette Braun

Vodafone

Bachelor of Arts - Sociology and Anthropology

Sophia University
NAYUMI NAGASE