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SAE KUWANO
Brand Marketing Manager At A Japanese Cosmetics Startup
Bangkok,10
Summary
Fully bilingual in Japanese and English, with a unique cultural perspective from being raised in both Vancouver, Canada, and Tokyo, Japan. With 10 years of experience in the cosmetics industry, I am a creative thinker passionate about developing innovative products. A self-motivated and socially-driven professional, I thrive in dynamic environments.
Overview
12
12
years of professional experience
4
4
years of post-secondary education
1
1
Language
Work History
Currently Brand Marketing Manager at a Japanese Co
Newn Inc.
02.2020 - Current
- Conducted comprehensive market analysis, evaluating competitor landscapes and target demographics, to develop and implement a robust marketing strategy that fueled brand growth.
- Led brand expansion by launching more than 10 new product categories over the past 5 years, resulting in an accumulated sales total of over 97 million USD.
- Developed and established the overarching brand concept, as well as individual product concepts, ensuring cohesive brand messaging.
- Collaborated with Original Equipment Manufacturers (OEMs) across Japan, Korea, Thailand, Italy, China, and France to create products aligned with the brand's concept and market needs.
- Implemented sustainable packaging solutions using Bagasse (sugarcane pulp) for eco-friendly product presentation, reducing packaging costs by 60%.
- Developed and executed social media strategy to enhance brand visibility and engagement across platforms.
- Partnered with PR agencies to drive organic growth in social media followership and increase brand presence.
- Organized Instagram Live sessions to drive pre-order campaigns, inviting relevant influencers to engage and promote products.
- Enhanced product profitability through detailed analysis and focused product development, optimizing the product offering for consumer demand.
- Led the design overhaul and optimization of the official brand website, ensuring seamless integration with campaign-specific launch strategies.
- Managed inventory and stock levels through a centralized online warehouse system to ensure consistent product availability.
- Organized and executed offline pop-up events at key department stores across Japan and Taiwan, including Isetan Shinjuku, Hankyu Umeda, and other prominent locations.
Maybelline Global Marketing (DMI Asia Hub)
Nihon L'Oréal
01.2018 - 10.2019
- Led the strategic development and management of eyeshadow, mascara, and collaboration products across Asia, overseeing the entire product lifecycle. Collaborated closely with internal teams, including labs in China, Japan, and the U.S., to develop product formulas, and worked with the industry team to manage timelines and production processes.
- Collected market insights and trend data from local countries and coordinated with the U.S. global marketing team to align on product direction.
- Provided clear direction and supervision to external agencies, ensuring the timely creation of print, TV commercials (TVC), and digital content to maximize product launches across regional markets.
- Partnered with design agencies on packaging development, ensuring alignment with market analysis, product positioning, and creative direction by providing comprehensive copy guidelines and target consumer data.
- Led the selection of eyeshadow and mascara shades based on sellout data and trend analysis to ensure product relevance and appeal.
- Conducted on-site shade matching for eyeshadow formulas and packaging colors monthly, working closely with local suppliers in Shanghai and mastering diverse techniques to ensure quality and consistency.
- Developed clear, on-brand product concepts informed by in-depth consumer insights and market research.
- Developed daily mood boards to communicate product concepts and ensure team alignment.
- Collaborated with I-Styles @cosme to co-develop a mascara color, marking the first such partnership with Nihon L'Oréal.
- Presented the 2020 and 2021 product launch plans to senior management in New York (audience of 40+), aligning on overall strategy and product direction.
- Supervised and mentored a total of four interns, providing guidance and support throughout their development.
Senior Product Manager (Maybelline New York Japan)
Nihon L'Oréal
04.2015 - 01.2018
- Achieved the highest market share in the Maybelline eyebrow product category five times.
- Managed Maybelline Ultra Fluffy Eyebrow Pencil for three years from launch, which became the #1 eyebrow product in Japan in January 2019.
- Developed and executed product marketing strategies for eight categories, collaborating with stakeholders from pre-launch to post-launch, including sales forecasting, campaigns, and performance analysis.
- Provided strategic counsel to the global product development team, leveraging local market insights to adapt product designs and concepts for the Japanese market.
- Led and provided strategic direction to agencies in the creation of integrated marketing campaigns, including TV commercials (TVC), out-of-home (OOH) advertising, digital content, and magazine partnerships, ensuring timely delivery and market alignment.
- Delivered regular presentations on new product marketing strategies to the Japan sales team, engaging an audience of over 200 individuals.
- Monitored, researched, and assessed product performance post-launch, providing detailed briefings to internal stakeholders, including the Japan CEO, with actionable insights.
- Expertly managed client-side processes, collaborating with legal teams for compliance and supporting the sales team. Led qualitative research, including focus groups, online tests, and home visits, to gather consumer insights and inform strategy.
- Researched, planned, and produced a new digital campaign, which garnered the highest number of views ever for a Maybelline digital campaign.
- Cultivated a deep understanding of the cosmetics industry, staying attuned to market trends, consumer preferences, and product innovations to drive strategic decision-making.
Account Executive Summer Intern
McCann World Group
06.2013 - 07.2013
- One month internship at the Account executive team
- Provided data on rival companies for clients through clipping and analysis
- Assisted with photo shoots for advertisements and television commercials
Education
Bachelor of Arts - Sociology
Sophia University
Tokyo 01.2011 - 01.2015
Skills
Market analysis
Product launches
Creative direction
Microsoft office
Content creation
Shopify management
Social media strategy
Creative thinking
Trend resarch
Market research
Marketing and advertising
Project management
Accomplishments
- Successfully grew brand sales to over 300 million JPY within 3 years at newn inc.
Conducted comprehensive market analysis, evaluating competitor landscapes and target demographics, to develop and implement a robust marketing strategy that fueled brand growth.
- Record-Breaking Success in Maybelline Eyebrow Category
Achieved the highest market share in the Maybelline eyebrow product category five times. Maybelline Ultra fluffy (eyebrow pencil) became the #1 eyebrow product in Japan in January 2019.
- Successful Product Launches
Generated over 97M USD sales with just a single product at Maybelline New York
- Product Development and Innovation Successes
Led the successful launch of 10+ products over the past 5 years in a fast-paced startup environment.
Additional Skills Interests
- Beauty and cosmetics, exploring trends in both Japan and abroad.
- Food, art and design, including arts and crafts, pottery, interior design, Ayurveda, wellness etc.
- Enjoys traveling. Traveled often to Shanghai, New York, and Paris for business trips.
- Fully bilingual in Japanese and English, lived in Canada for five years (1999-2004).
- JAPA Ayurveda advisor (11/19)
Interests
Drawing
Cooking
Tennis
Wellness
Timeline
Currently Brand Marketing Manager at a Japanese Co
Newn Inc.
02.2020 - Current
Maybelline Global Marketing (DMI Asia Hub)
Nihon L'Oréal
01.2018 - 10.2019
Senior Product Manager (Maybelline New York Japan)
Nihon L'Oréal
04.2015 - 01.2018
Account Executive Summer Intern
McCann World Group
06.2013 - 07.2013
Bachelor of Arts - Sociology
Sophia University
01.2011 - 01.2015
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