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Sayaka Kawashita

MBA/Marketing communications/strategy/localisation
  • Suggested rate
    £415 / day
  • Experience8-15 years
  • Response rate100%
  • Response time1 hour
The project will begin once you accept Sayaka's quote.
Location and workplace preferences
Location
Amsterdam, NH, Netherlands
Can work onsite in your office in
  • and around Amsterdam (up to 50km)
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Skill set (13)
Check out Sayaka's expertise
Sayaka in a few words
Thinking as a local, understanding a consumer mindset, localizing marketing messages, understanding consumer behavior, visit retail outlets to see what people do and how they behave, learning from analyzing and interpreting data: these are among my strongest skills. Driving growth and marketing performance based on strategic, creative ideas and analysis is the driving force behind what I do best. Being pragmatic and result driven, I love to deliver more than was expected and, in doing so, pleasantly surprise customers and the people I work with. It is well worth to spend time and make a serious effort to make that happen. I enjoy working with people from all over the world, I have a well-developed cultural awareness and am not afraid to take the stage to present my ideas and share my thoughts on how to reach targets and objectives. I feel equally at home working in both new markets and mature markets.
Experience
  • Freelance
    Marketing Consultant
    E-COMMERCE
    October 2020 - Today (4 years and 2 months)
    Amsterdam, Netherlands
    - Designing, developing and implementing brand strategy for a short-term and long-term
    - Developing and implementing a marketing strategy and positioning including analysing a market, identifying a target and a key driver for conversion
    - Executing, managing and observing a marketing and brand campaign
    - Planning and executing events to increase the visibility and the awareness of the product
    - Presenting and proposing a market-in idea for a product maker
    - Planning and attending trade fairs to promote products

    Results:
    - Increased the impression to 1511% and the click to 667% and decreased the cost to -50% in a month in a digital marketing campaign.
    - Contributed to the 166.4% increase year-on-year in export value
    - Delivered a 150% increase in revenue in the Netherlands
    - Increased the site visitation from 2.5% to 30% in two months
    - Presented marketing analysis, market insight and brand strategy of Japanese alcohol sake in Europe to Diet members of Japanese government in September 2022
    - Won a subsidy from National Tax Agency in Japan to promote sake to Europe in July 2022
    Marketing Communication Content marketing Strategic planning Communication strategy Branding
  • Hero Gaming
    Head Of Marketing
    ENTERTAINMENT & LEISURE
    October 2020 - December 2021 (1 year and 2 months)
    Malmo, SN, Sweden
    - Developed data-driven marketing and brand strategies including identifying targets, positioning and messaging and executed them for various products aligned with business objectives.
    - Developed and executed communication deliverables for ATL and BTL
    - Developed KPIs for short, middle and long terms to measure, analyse and optimise marketing performance, aligned with business objectives.
    - Initiated research to identify market opportunities, analyse competitors, understand customer insights and built the value proposition of the products
    - Organized and led (online) meetings with internal and external stakeholders including product teams to obtain input, create alignment and share information.
    - Led and educated internal stakeholders about brand positioning and an identified messaging and discussed implementation across customer lifecycle touch-points

    Results:
    - Increased the interest in and intent to play our games from 4.5% to 58.6% in 3 months.
    - Realized 400% traffic increase in website visitors and significantly increased conversion rate.
    - Delivered a 200% increase in revenue in the targeted markets.
    - Launched the first online casino TV and radio commercials in Japan, working exclusively with the largest casting agency in Japan.
    - Generated 84K views on YouTube in 4 months after publishing a promotion video.
    Marketing Branding User Research Customer Journey Communication E-commerce Advertising
  • Booking.com
    Marketing Communications Manager
    TRAVEL & TOURISM
    November 2016 - October 2020 (3 years and 11 months)
    Amsterdam, Netherlands
    - Enable rapid brand expansion at scale by adapting a global campaign toolkit.
    - Prepare, plan and launch the Booking.com brand in new growth markets Japan, China and Indonesia including bespoke, culturally localized creative materials for online and offline channels.
    - Promote brand awareness in new growth markets mentioned above.
    - Manage a cross-functional team (Communications, PR, Media, Social Media, Product Management) to create and launch a loyalty program strategy.
    - Build hypotheses and test creatives by analyzing research and data and by gathering input from local offices to boost customer acquisition by developing full-funnel, integration marketing communication strategies.
    - Monitor and analyze campaigns and brand performance to improve and optimize offline and online channels for website visits, bookings and incremental ROI.
    Result:
    - Achieved the highest conversion growth for Japan among all 43 markets in Booking.com and
    - Increased brand awareness by 35% across the APAC region.
    - Testing creatives and analysing data resulted in improving brand/ communication strategies that delivered a 50% increase in brand sentiment.
    - Implemented a loyalty program strategy (Genius program) that resulted in 20% increase in new registrations of users.
    - Executed campaigns across 31 markets, achieving #1 brand position in European markets (UK, DE, FR, ES, IT) and top-3 brand position in USA and LATAM as a result of adapting a global campaign toolkit.
    Marketing Branding Communication Advertising User Research User Testing
    • Check out Sayaka's experience
Recommendations
Education
  • Master of Business
    RSM Erasmus University
    2014
    Master of Business Administration (MBA), marketing