Yui Tanaka
Professional Brand Builder
Summary
Experienced in effectively managing international brand portfolios across local, regional, and global levels in a multinational environment. Proven track record as a Global Brand Manager. Skilled in driving market growth and leading cross-functional teams. Successfully executed strong plans and launched innovative products. Strong aptitude for strategic planning and market analysis. Enhanced brand visibility and equity, significantly contributing to overall brand growth.
Overview
11
11
years of professional experience
3
3
Certifications
5
5
Languages
Work History
Global Brand Manager House of Suntory
Beam Suntory Spain S.L.
03.2023 - Current
- Responsible for building the global strategy for Suntory Whisky Toki - Number 1 Japanese Whisky in western countries - and Kakubin – Number 1 Japanese Whisky in the world - , as a Global Brand Manager including mid – long term brand strategy, innovation strategy and global campaign execution overseeing more than 20 markets across the globe – appx USD 35M for Toki, appx USD 53M for Kakubin
- Lead innovation project for Suntory Whisky Toki establishing a strong portfolio for mid-term strategy
- Developed, implemented and track annual brand plans, consumer and brand activations – signing off the brand plans for key markets
- Supported regional teams and local markets with tailored marketing plans to ensure local market success with successful execution in key markets including USA, UK, India, Germany, France, Australia, Global Travel Retailer, China, Singapore, Thailand and Vietnam
- Strengthened brand positioning through consistent messaging and visual identity efforts including development of new visual identity for both Toki and Kakubin.
- Established comprehensive Toki global handle social media strategy, resulting in increased brand engagement by 28% and follower growth by 18%.
- Managed budget allocation and resource utilization to maximize marketing ROI.
Brand Manager House of Suntory (Japanese Premium & Luxury Spirits) Brands – International Region
Beam Suntory Spain S.L.
04.2021 - 03.2023
- Responsible for managing and driving brand portfolio strategies and implementation on Luxury/Premium Japanese Whiskies, Japanese craft white wine
- Spirits across the international region (EMEA, Oceania, India, South America, Travel Retailers) – appx USD 92M business
- Developed and implemented brand strategy in conjunction with cross-functional and the Global team in NY to drive acceleration of the House of Suntory portfolio in the international region including track annual brand plans, consumer and brand activations in the international regions, daily communication, guidance, strategy implementation with key countries
- Led and oversaw the development of the launch plans, PR event plans and executed innovations successfully across more than 10 key markets in the international region on Hibiki limited editions, Yamazaki limited editions including Yamazaki 55 and Suntory Whisky 100 Years Activations including multiple innovation and global campaign
- Led The World's 50 Best Bar Sponsorship for Roku Gin including content collaboration with 6 markets in 2021, 2022 and the award ceremonies
- Led and partner with agencies in developing high-class executions programs development for brands
Brand Manager House of Suntory (Japanese Premium & Luxury Spirits) Brands – Germany Marketing
Beam Suntory Deutschland GmbH
11.2019 - 03.2021
- Responsible for managing and driving brand portfolio strategies and implementation on Luxury/Premium Japanese Whiskies, Japanese craft white spirits - key focus areas of House of Suntory portfolio
- Developed and implemented brand strategy in conjunction with cross-functional and international teams and drive acceleration of the House of Suntory portfolio
- Developed, implemented and track annual brand plans, consumer and brand activations
- Led and partnered with agency network in developing high-class executions for media, PR, Creative, BTL, Social/Digital; bringing to life unique portfolio characteristics in German market successfully meeting budget and growing vs previous year.
Western Europe Brand Manager, RTD (Ready to Drink - Premix cans) - WE/Germany Marketing
Beam Suntory Deutschland GmbH
01.2018 - 10.2019
- Lead RTD Innovation for Western Europe with focus on German Market in collaboration with RTD global coalition in multiregional/cross functional team
- Led development of new category RTD brand in collaboration with Japan and cross functional team in Spain, UK and Germany
- Developed and launched 3 new RTD products: Jim Beam Ice Tea from existing RTD portfolio and introduced Larios 12 and Larios Rose Gin & Tonic, total sales €1.2M in 2019
- Evaluated opportunities for Japanese RTD brand in Germany through consumer researches
- Developed mio-long term strategy for RTD in Western Europe covering market analysis, outlining market and business opportunities and business case.
Export Specialist in Global Strategy Department
Suntory Spirits Limited (Suntory Holdings)
04.2016 - 12.2017
- Ran €69 million/yr export business, managed supply/production planning of 41 Spirits items for Europe, NA, Oceania and General Trade Retailers; ensured orders built and delivered on time
- Developed and improved KPIs including order sufficiency ,container fill rate; reduced stock holding from 38 to 32 days with export quantity of 152% vs previous year
- Responsible for Export tracking; managed budget and monthly reporting, analyzing the result
- Fast-tracked as mentor to new employee: conducted training and managed schedule
Export Coordinator in Supply Chain (SC) Planning Department
Suntory Spirits Limited (Suntory Holdings)
04.2014 - 03.2016
- Exported €63 million/yr of Spirits and Beer to Taiwan, Korea, Singapore, Europe, NA, Australia; analyzed forecast and led Supply/ Production Planning for 35 items
- Led supply chain integration post- €12 billion Jim Beam acquisition (Japan's largest 2014 M&A):
- Presented in management-level Supply Chain integration workshop in Singapore
- Established, with finance team, annual transfer price update flow scheme for spirits export
Education
B.A. - Global Political Economy
Waseda University
01.2010 - 2014.01
Skills
Strategic Brand Positioning
Accomplishments
- Chairman's Award for Beam Suntory Integration: Team Award (2014)
- Vision into Action Award (2015)
- Received Waseda University scholarships 4 times (based on GPA)
Personal Information
- Curious Cultural Explorer: Lived in four countries, including USA during youth, completed academics in Japan, and worked across three different countries in my professional career.
- Currently immersed in Flamenco classes alongside regular workouts.
- Mother of an active boy and wife to a heartwarming Jerezano - creating a vibrant multilingual household of Japanese, Spanish and English
Certification
Strategies that Build Winning Brands - Northwestern Kellog
Timeline
Strategies that Build Winning Brands - Northwestern Kellog
01-2025
META Certified Digital Marketing Associate
01-2024
Global Brand Manager House of Suntory
Beam Suntory Spain S.L.
03.2023 - Current
Brand Manager House of Suntory (Japanese Premium & Luxury Spirits) Brands – International Region
Beam Suntory Spain S.L.
04.2021 - 03.2023
Brand Manager House of Suntory (Japanese Premium & Luxury Spirits) Brands – Germany Marketing
Beam Suntory Deutschland GmbH
11.2019 - 03.2021
Western Europe Brand Manager, RTD (Ready to Drink - Premix cans) - WE/Germany Marketing
Beam Suntory Deutschland GmbH
01.2018 - 10.2019
Export Specialist in Global Strategy Department
Suntory Spirits Limited (Suntory Holdings)
04.2016 - 12.2017
BATIC Accountant Level BATIC Accountant Level - Tokyo CCI
12-2015
Export Coordinator in Supply Chain (SC) Planning Department
Suntory Spirits Limited (Suntory Holdings)
04.2014 - 03.2016
B.A. - Global Political Economy
Waseda University
01.2010 - 2014.01
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