Developing new brands in Kenya and leading marketing for overseas launch

──Numerous members of the Digital Innovation Department have recently been seconded to group companies and subsidiaries as CTOs and CMOs. I understand that you were transferred from the Digital Innovation Department to the Sales Department until last fiscal year and now serve as the Marketing Director and CMO of a construction tech start-up that is part of the Marubeni Group.

Kenji Ehara:Yes, I joined Marubeni mid-career in 2020 and have consistently focused on marketing roles. During my career I have held roles within business operators as well as service providers, from managerial positions to frontline execution, particularly at the intersection of marketing and technology. I began at a full-service advertising agency, then moved to marketing in the education sector, before earning an MBA in the UK.

I returned to Japan wanting to be part of a company that competes globally, and I considered joining a big company or a start-up, as well as starting my own business. Ultimately, I chose Marubeni. People might think of AI or data analysis when they hear “Digital Innovation Department,” but there are also members like me who specialize in marketing.

──It seems that professional opportunities expand when people are seconded from the Digital Innovation Department to other departments.

Ehara:Yes. In April 2022, I was seconded from the Digital Innovation Department to another sales division, where I worked on marketing sanitary pads in Kenya. In my role as Marketing Director, I oversaw everything from brand development to sales. We conducted market research from scratch and created a new brand tailored to Kenyan women’s needs.

Initially, the Kenyan market for sanitary pads was dominated by a major global brand, with others following its lead. To break into such a competitive space, we crafted a brand mission of “LOVE YOURSELF MORE,” aiming to resonate more deeply with local Kenyan women’s insights. We formulated and executed a marketing strategy that clearly distinguished our brand from existing competitors, successfully growing it from the ground up.

Image: Kenji Ehara

A Sense of Accomplishment Amidst Pressure and Tension

──Did your approach to business change after your secondment to the Sales Department?

Ehara:It amplified the pressure and urgency of achieving business goals and meeting performance metrics. It was challenging, but also very rewarding.

I also became more involved in the business side. We needed to be on the ground to drive the business forward, build a local team, and manage time-consuming internal coordination and administrative tasks. In Kenya, everything had to be built from the ground up. Navigating different nationalities, cultures, business customs, and languages meant facing a rollercoaster of challenges, in which daily negotiations and disputes with local partners were the norm. I even experienced a boycott for the first time. I had initially thought it would be an exciting adventure to start a business from scratch in Africa, but the reality was tough. I was constantly wondering if I could end the day on schedule and without troubles. However, the sense of achievement was immense when we reached our goals amid the pressure and tension. I learned firsthand the importance of planning from a pessimistic standpoint, always asking if there are risks we haven’t considered, while maintaining an optimistic mindset that we’ll find a way to make it work.

CMO at a Construction Tech Start-Up

──Moving to your current post at a construction tech start-up that is part of Marubeni Group must have also been quite a change of environment.

Ehara:Yes, I am currently responsible for overall marketing at a company that provides a platform connecting building material manufacturers with clients, design firms, and construction companies. Shifting from my B2C experience in Kenya to marketing in a B2B environment now involves navigating large volumes of data daily. This experience has underscored the dynamism of a trading company like Marubeni.

However, I believe the essence of marketing remains consistent across all businesses. There are many definitions of marketing, but my own is “aligning oneself with how others perceive things and the world.” There are all sorts of new methods that utilize digital technology, but what remains unchanged are the fundamental ideas of staying close to people to gain insights and develop solutions, and always returning to the customer and the field when in doubt.

──As you navigate these different environments, do you see the strengths of Marubeni’s digital strategy in action?

Ehara: The strength of the Digital Innovation Department in particular is its team of experts with cutting-edge knowledge in various fields.

The construction industry that I’m involved in now has a long history, a vast market size, and is crucial to Japan’s economy. I’ve met many partners and have been struck by the pride they take in their work. However, there are also entrenched practices and serious issues that remain unaddressed. In this context, I see tremendous potential for solutions enabled by digital technology.

Curiosity and Integrity: Keys to Digital Strategy

──Marubeni plans to ramp up its digital strategy, likely leading to more opportunities to hire digital talent from outside the company.

Ehara:I think the company is a highly stimulating environment for those who can maintain both curiosity and humility. Marubeni, as a trading company, comprises multiple divisions, each representing a unique group of companies. Moreover, each division has played a leading role in its industry, providing a wealth of knowledge and networks. In my work, I have the opportunity to engage with top figures in each field, which is incredibly stimulating.

At the same time, we need to provide support from digital and marketing perspectives across various areas. Maintaining a curious and humble mindset is key. Without continually learning about the latest technologies and industry-specific knowledge, we cannot effectively contribute to the business or gain the trust and confidence of existing organizations and partners.

──From a marketing perspective, what initiatives would you like to strengthen at Marubeni in the future?

Ehara:For now, I want to focus on contributing to construction tech business I’m working on. The construction industry is at a pivotal point, and I intend to work closely with our many partners to help transform the industry. We cannot change the industry alone; I believe becoming a company valued by those within the industry will lead to broader transformation. I will continue working each day to help brighten the future of the construction industry through digital technology.