SHINJI TOMITA

Responsibilities

- Manage brands P&L in Japan Market with 3-5 team members by 1) developing & delivering Brand strategy, 12QP and activations based on Brand Management Plan, 2) Crafting & localizing innovations for Japan consumer via collaborating with Global Brand development team located in US, CN, UK and SG.

Accomplishments / Results

• Rebuild NEXXUS growth which is behind by -62% in-store share performance vs. Launch target in 2023 through building New Consumer Journey for Masstige Hair care (incl. Consumer Satisfaction model, PI impact factor model, Touch point analysis and In-store journey) and delivering execution based on that model. / Deliver significant In-store share growth in key top customers (Customer A : from 0.3% to 0.8%, Customer B from 0.6% to 1.1%)
• Turn around LUX Hair Treatment business in 2022 by driving 1) Influencer marketing as "Others Say" tactics which makes strong buzz across SNS and brings significant Hair Oil in-store offtake, 2) Renewal LUX Hair Treatment total range based on deep consumer research dedicated for Hair treatment. / Deliver +6.7% USG (Market 6 years CAGR +6.7%) vs. -14.0% USG before I take care.
• Strengthen CLEAR MEN Hair Care brand saliency in 2022 via executing Passion Point marketing (Contents: Game / E-sports) dedicated for Japan 30-40's Male consumer. / Achieve Highest unaided awareness score in KANTER BGS (7.2%) and win penetration% in target consumer vs. key competitor (H&S Men) first ever.
• Mentored junior team members, fostering professional growth and development within the department by setting Japan Marketers 7 competencies & 27 skiillsets as Capability development manager. / 1 ABM promote to BM in 2023 Mar, 1 BA promote to ABM in 2024 Mar from my team.

Responsibilities

- Accountable with autonomy for innovation crafting and performance marketing in line with long term brand strategy under Brand Manager / Marketing Director sponsorship.

Accomplishments

• Strengthen Dove Hair Care business in 2020 by 1) Crafting new sub range from Dove Hair Care as innovation which tapped into aging care segment and planning launch execution with full funnels communication plan, 2) Delivering Purpose communication BLG campaign which fostering and penetrating brand category purpose in Japan through Digital movie, OOH and PR activities.
• Lead new brand launch project as one of Hair portfolio premiumization initiative from scratch; supporting category visioning & strategy work, delivering winning concept, package design and brand assets (TV / KV) with consumer validation.

Responsibilities

- Joined Unilever Japan as new grads management trainee in 2015.

- Worked in multiple brands and category and support brand / team projects.

Accomplishments

• Revitalizing house hold care brand, Domestos, which faces consecutive 28years business decline by 1) delivering new growth strategy with sifting target consumer segment based on consumer qualitative / quantitative research and mega trend analysis, 2) gaining fund from global category VP to develop brand communication & execution (New TVC and Brand Activation) through engaging them on Japan growth plan. / Turn around market sales by +4.2% in 2017, and keeping growth momentum toward 2022 with +3.5% 5yr. CAGR.