Naoki KobayashiChief Marketing Officer

The person behind the perspective

Naoki Kobayashi

Turning customer understanding into enduring brand value.

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.

Portrait of Naoki Kobayashi
Naoki KobayashiChief Marketing Officer · Japan · Global perspective

In my own words

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.

Naoki Kobayashi

Career

Chapters of accountability

  1. 2020 — Present

    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.

  2. 2016 — 2020

    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.

  3. 2012 — 2017

    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.

  4. 2006 — 2012

    Marketing Manager, Emerging Markets

    Harrow & Vale Industries

    Launched products in seven markets and learned that customer insight travels further than advertising.

Education

Formation

  • MBA, Strategy & FinanceWestbrook School of Management2004
  • BA, EconomicsSt. Aidan's College2002

Recognition

Honours

  • Marketer of the YearThe Brand Effectiveness Awards2024
  • Women in Leadership — MarketingThe Boardroom Review2022

Working languagesEnglish · Japanese