CEO Insights Magazine

Avisionary leader with extensive experience in global marketing, he has successfully driven growth for leading FMCG brands across Japan, the USA, Europe, and the Asia-Pacific region. His strategic approach blends innovation with a deep understanding of consumer behavior, focusing on long-term planning and market expansion. Passionate about nurturing talent and fostering creativity, he champions an inclusive work culture. With a rich background in elevating brands to new heights, Yoji Kawanabe currently serves as Chief Marketing and R&D Officer-Global at Kasugai Seika.

Yoji Kawanabe leads the company's marketing and R&D efforts with a strategic focus on innovation, long-term growth, and brand development. He has implemented a comprehensive vision that includes a long-term plan for marketing and product innovation, shifting the company's approach from short-term gains to sustainable success. Under his leadership, Kasugai Seika has embraced a more Marketing-centered approach, exploring new technologies and trends in confectionery. Yoji's expertise in brand building and consumer engagement has been pivotal in strengthening Kasugai Seika’s global presence and fostering a dynamic and inclusive company culture. Below is an excerpt of Yoji Kawanabe’s exclusive interaction with CEO Insights ASIA magazine.

Give a brief account of your professional background and experience. What is the motivation that fuels your daily routines?

Throughout my career, I have navigated diverse roles in multinational giants like Unilever, Johnson & Johnson, Danone, Fonterra, and Mondelez, as well as a leading local Japanese company, Kasugai. My experience spans sales, marketing, R&D, and strategic planning across FMCG categories like personal care, healthcare, and confectionery. I've held both local and regional responsibilities, gaining invaluable perspectives from my time in Indonesia and Thailand. My daily motivation comes from driving innovative strategies that balance local insights with global trends. This blend of marketing expertise, strategic planning, and a passion for continuous growth fuels my commitment to impactful leadership.

As the CMO, what are the latest strategic plans you have adopted to expand/optimize operations and engage new audiences in the market?

At Kasugai, I have implemented a transformative long-term strategy, shifting the company's focus from short-term goals to a vision-driven approach that includes mission and values. This change emphasizes R&D beyond mere product development, exploring new technologies and innovations crucial for our confectionery segment. Additionally, I introduced a fun-based marketing approach to position Kasugai as a dynamic brand in the market. This approach not only targets consumers but also aims to generate broader social and media engagement. By fostering excitement around our brand activities and new product launches, we are redefining our presence and capturing new audiences effectively.

Tell us about your leadership approach. What are the guidelines or methodologies you follow as a leader?

My leadership approach is centered on fostering people’s growth over pure numbers. In our privately-owned, family- style company, I prioritize creating a vision where employees feel empowered to innovate and learn from challenges, even celebrating failures. I believe in active listening, coaching, and nurturing an environment of psychological safety where diverse voices are valued. Delegation and collaboration are key, encouraging team members to embrace ownership and pursue what truly inspires them rather than just meeting obligations. This approach helps build a culture of optimism, continuous learning, and genuine engagement, where the focus is on collective growth and achieving meaningful goals together.

How do you keep yourself up-to-date with ongoing industry trends to steer your organization towards the future?

To stay ahead of industry trends, I prioritize networking with fellow marketing leaders and industry experts who inspire me with their energy and insights. Engaging with peers helps fuel my intellectual curiosity and keeps me informed about cutting-edge tools and technologies like AI and deep learning. Additionally, I immerse myself in the consumer experience daily—visiting stores, observing market dynamics, and analyzing competitors’ products. This hands-on approach allows me to think like a consumer, understand market shifts firsthand, and anticipate future trends. Combining these perspectives helps me steer my organization with a forward-looking, innovative mindset.

What is the future destination you are heading towards?

My future aspirations are twofold. On one hand, I aim to reach a top executive role, such as President or CEO, where I can lead a company to greater heights. On the other hand, I am deeply interested in entrepreneurship and starting my own venture. I envision myself as an ‘angel founder’ - investing in and nurturing startups, helping them grow and innovate, particularly in Japan. My goal is to inspire the younger generation to think beyond traditional career paths and consider entrepreneurship as a viable and exciting option, contributing to a more dynamic and forward-thinking business landscape in the future.

Yoji Kawanabe, Chief Marketing Officer- Global, Kasugai Seika

Yoji Kawanabe is a seasoned leader in marketing and sales, known for turning around businesses and driving growth. He has held key roles across Asia, focusing on brand management, corporate strategy, and acquisition management. His expertise spans diverse sectors, fostering consumer-centric strategies and leading innovation in dynamic markets.