Chief Marketing Officer Japan · Global perspective
The person behind
the decisions.
I help organisations connect a clear market position with a customer experience that earns it. My work spans brand strategy, growth and the development of marketing capabilities that bring customer understanding into enterprise decisions.
I believe strong brands are built through consistency between what a business promises and what it delivers. The CMO therefore needs a close relationship with product, sales, service and operations, as well as an independent view of the market. Creative ambition becomes more powerful when it is grounded in that shared understanding.
My leadership approach combines curiosity with commercial discipline. I build teams that can ask better questions, make considered creative choices and learn from the response of real customers.
Open to Board appointments · Advisory roles · Speaking invitations
Languages / English · Japanese
A leadership conviction
Strong brands begin with a precise understanding of the customer and become valuable through consistent commercial choices. I connect positioning, experience and growth measurement, while staying honest about what the evidence can attribute to marketing.
- Category brand
- #1
- From fourth in three years
- Customer lifetime value
- 2.6×
- Through loyalty and experience redesign
- Markets launched
- 19
- One brand, locally fluent
- Effectiveness awards
- 34
- For work that moved the business
Career chapters
2020 — Present 01
Chief Marketing Officer
Aldermoor Group
Leading brand strategy, customer understanding and the marketing contribution to commercial growth. Connecting positioning, channel choices and customer experience with the enterprise's priorities.
2016 — 2020 02
Vice President, Brand & Growth
Fairhaven Holdings
Developed brand and growth programmes with sales, product and customer teams. Built capability in customer research, campaign evaluation and the translation of positioning into a consistent experience.
2012 — 2017 03
Global Brand Director
Aurelia Consumer
Repositioned a heritage brand for a younger audience without losing its loyal core, and doubled its share of growth markets.
2006 — 2012 04
Marketing Manager, Emerging Markets
Harrow & Vale Industries
Launched products in seven markets and learned that customer insight travels further than advertising.
Board & advisory record
Current appointments
Aurelia Consumer
Independent Director
Customer & Brand (Chair) · ESG
2023 — Present
The Creative Futures Trust
Trustee
Programmes
2019 — Present
Education & credentials
- MBA, Strategy & Finance
- Westbrook School of Management · 2004
- BA, Economics
- St. Aidan's College · 2002
Recognition
Marketer of the Year
The Brand Effectiveness Awards · 2024
Women in Leadership — Marketing
The Boardroom Review · 2022
Books & papers
Earned Attention: Building Brands Customers Choose Twice
Ashgrove Press · 2023
In conversation
The Brand Effectiveness Journal / 2025
How a fourth-placed brand became the category leader
The Boardroom Review / 2024
Why the board should own brand risk
The Leadership Ledger podcast / 2023
Episode 104 — Customer truth over campaign noise
Perspectives from colleagues
Brought the customer into every boardroom conversation, with evidence rather than adjectives.
A brand builder who understands the P&L as well as the poetry.