CEO Insights Magazine

Chief Marketing Officers (CMOs) play a pivotal role in driving business growth and innovation in Thailand's dynamic market. With a focus on adapting to changing consumer behaviors and emerging technologies, CMOs are tasked with devising strategic marketing plans to enhance brand visibility and engagement. In a rapidly evolving digital landscape, they leverage data analytics and market insights to tailor campaigns that resonate with diverse audiences.

Masaya Hayashi, a seasoned professional with a background in education and extensive experience in the Japanese corporate sector, brings a unique perspective to his role as Marketing Director at Mahajak Autoparts. His cross-cultural expertise and strategic acumen enable him to navigate the complexities of the Thai market while driving the company's marketing initiatives forward.

Engaging in an idiosyncratic interaction with CEO Insights Asia magazine, Masaya shares the imperious details of his journey as one of the influencing leaders in Thailand. Let’s delve into it.

Could you provide an overview of Mahajak Autoparts and the various roles and responsibilities that you shoulder as the Marketing Director of the company?

Mahajak Autoparts is a key player in Thailand's automotive industry, specializing in manufacturing automotive parts. As part of the Mahajak Group, which encompasses over 20 companies, we have established strong partnerships with Japanese automotive firms, reflecting 80 percent of the market in Thailand.

As the only Japanese member in Mahajak Autoparts, my role as the Marketing Director involves facilitating communication and problem-solving with suppliers and customers, as well as strategizing for the future of both Mahajak Autoparts and the broader Mahajak Group. I am focused on supporting our core automotive business while also spearheading initiatives to explore new opportunities, particularly in areas such as environmental sustainability.

What recent strategic initiatives have you, as the Marketing Director, implemented to enhance operations and reach new market segments?

I prioritize understanding and aligning with our customers' needs and desires. Building and nurturing strong relationships with our customers is foundational to our strategy. Recently, we've focused on deepening these connections by collaborating closely with our customers to co-create solutions that meet their evolving demands. This approach not only strengthens our position as a trusted partner but also enables us to identify new market segments and opportunities for growth. By consistently seeking to understand and adapt to our customers' preferences, we enhance our operations and ensure sustained relevance in the market.

Describe your leadership style and principles you adhere to as a leader.

My leadership style revolves around leading by example and conducting myself with integrity and passion. I firmly believe in doing the right things in the right way, as this sets a positive example for my team and earns trust from both customers and suppliers. I understand the importance of being observed by employees, so I ensure that my actions align with our company's values and goals. I aim to inspire my team to demonstrate the right behaviors and take decisive action consistently which helps foster a culture of accountability and excellence within the organization.

How do you leverage the latest technologies to enhance the efficiency of your marketing operations?

In our marketing strategy, we leverage the latest technologies, including AI, to enhance efficiency and effectiveness. While AI plays a crucial role in refining our approach and optimizing processes, we recognize that it is just one tool in our toolkit. Our core focus remains on building and nurturing relationships based on trust and credibility. Additionally, as a manufacturing company, we invest in advanced technology to streamline operations, allowing us to deliver high-quality products efficiently.

How do you stay informed about industry trends to guide the organization's direction?

I adopt a comprehensive approach to gathering information from multiple sources. As the automotive landscape evolves, particularly with the emergence of electric vehicles, I prioritize staying updated on relevant news and insights from both Thai and Japanese perspectives. Subscribing to publications such as the Nikkei newspaper provides valuable insights from Japan, while platforms such as the Nation Thailand's SNS keep me informed about local developments. Additionally, recognizing the importance of environmental considerations, I also subscribe to environmental-focused publications to anticipate future trends in this domain.

What is the envisioned future direction for your organization?

The envisioned future for our organization revolves around enhancing the overall value of Mahajak Group in Thailand. While my primary role is within Mahajak Autoparts, I recognize that my actions directly contribute to the broader success of the entire group. By strategically aligning our efforts to elevate the reputation and performance of Mahajak Group as a whole, we aim to solidify our position as a leading player in the automotive industry and beyond.

Masaya Hayashi, Marketing Director, Mahajak Autoparts

Masaya Hayashi, born in Japan, is a graduate of Waseda University with a major in education. Despite initial plans to become a teacher, he pursued a career in the private sector after studying abroad in the United States. Masaya joined JFE Shoji in Japan in 2010 and was dispatched to Thailand in 2018. After four years with JFE Shoji Thailand, he transitioned to Mahajak Autoparts in 2022, where he currently serves as CMO. He also set up the company, Seishinshoi, in Japan.

•Favorite Hobbies: Workout/Fitness
•Favorite Cuisine: Thai boiled chicken rice
•Favorite Book: Ichiro’s 262 Messages
•Favorite Travel Destination: Onsen in Japan