Growth Partner
Hi, I’m Mrinal, a 12-year Japan-based expert ready to elevate your brand in the competitive F&B market—let's chat!
Mrinal Sinha
APAC
JP
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How I Work
Bio

Mrinal Sinha serves as the Executive Vice President & Chief Marketing Officer at the world's largest QSR company in Japan since 2023, where he spearheads innovative strategies that fuel growth and elevate brand presence.

Notable achievements include orchestrating commercial calendars aligned with experiential trends, resulting in a 26% increase in new product sales mix and a 36% rise in customer acquisition.

With a proactive approach, he devised a new pricing model that attracted 1.2 million new customers and improved EBITA by 630 million JPY, alongside revamping the user experience for a 33% boost in e-commerce conversion.

Prior to this role, Mrinal served as the Chief Marketing Officer at IKEA Japan K.K. from 2018 to 2023, leading transformative growth strategies that achieved remarkable results such as a 30% increase in reach, a 20% reduction in media investments with a return of investment of 10+ and incremental sales of 25%. He also transformed the local positioning and spearheaded the launch of Tokyo city flagship stores with immersive buzz worthy experiences like the world's first IKEA photobooth, introduction of world’s smallest Tiny Home and attention grabbing activities with a one-of-a-kind virtual influencer. These initiatives sparked a movement in Japan and garnered attention across Europe, Korea, and Taiwan.

Further he has also worked for world’s largest media agency WPP, MediaCom Japan where he mainly worked in consumer insights and media planning for P&G and Coca-Cola.

His expertise lies in creating commercial impact, elevating brand’s performance, omnichannel transformation, and team leadership while managing cross-functional collaboration and fostering talent progression.

Case Studies
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Blog Posts
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Experience

World's Largest QSR Company

Executive Vice President & Chief Marketing Officer ・ Japan 2023-Present

KEY ACCOMPLISHMENTS:

  • Led commercial calendar development through trendspotting in experiential realms of gaming, sports, music and festivals.  Increased sales mix of new product launches by 26% with +3 uptick in Net Promoter Score
  • Strategically built a new occasion and category to address a key customer challenge. Together with new positioning led to  new customer acquisition by 36% and a commercial increase of 2.2 BN JPY
  • Proactively devised a new pricing model, gained 1.2 MM new customers and improved EBITA by 630 MM JPY
  • Revamped the user experience across app and web platforms resulting in 33% improvement in e-commerce conversion
  • Developed an effective earned owned paid approach, improved marketing contribution to sales by 2.2 times
  • Developed innovative go to market principles which has now been scaled across France, Netherlands and Taiwan
  • Crafted immersive experiences for a young target group that significantly grew brand’s top of mind awareness by 6 points Skills and experience
  • Drive marketing contribution towards brand building and commercialization. Develop 1-3 years marketing vision and  commercial strategy for growth
  • Conceptualize and execute go-to-market plans involving stakeholders spread across globally and help meet the OKRs • Weave together several functions and internal external resources to create a compelling customer proposition
  • Bring new products and service concepts to life through consumer insights, end to end concept ideation, testing, pricing, commercialization, positioning and launch.
  • Guide team in product and experience ideation, oversee e-Commerce development and app subscription growth across the customer journey. Digital drives 80% of sales
  • Communicate consumer offerings effectively with paid-owned-earned media execution
  • Transform the organization with improved digital experiences and monetization opportunities across the customer journey
  • Strong cross functional influence and collaboration with franchisees, local and global management, agencies and partners
  • Lead, coach and develop a high performing fast moving mid-senior team. Manage a team of 35 full time employees including  senior brand manager, head of e-Commerce, paid media and CRM, PR, consumer insights, creatives and product innovation

IKEA Japan K.K.

Chief Marketing Officer, Country Head of Marketing ・ Japan 2018-2023


KEY ACCOMPLISHMENTS:

  • Developed and led new growth strategy. Results +30% reach, +20% branding effectiveness, 20% reduction in media investments, 4 times improvement in eCommerce visitation, 25% incremental store visitation, 14% sales contribution, ROI of 10+ across marketing campaigns in 2021 and 20222
  • Proactively transformed local brand positioning that made IKEA brand more relevant and accessible nationally
  • Led content marketing initiatives that has won 16 awards including best creativity impact, on a global scale.
  • Significantly contributed in making IKEA Japan one of the top 3 best performing marketing units in the world
  • Developed and led new growth strategy for IKEA FAMILY loyalty club unit
  • Lead omnichannel transformation through test and learns, building digital capabilities, localizing global plans and investing  in advanced marketing technologies
  • Launched 3 new experiential concept stores in Tokyo that helped improve brand penetration by 20% points and created an  omni channel customer base 2 times higher than country average resulting in +14% commercial impact
  • Co-developed sustainable circular collections, fashion accessories that resulted in 2 times increase in new user acquisition
  • Managed a team of 15 employees, rated in top quartile in 360 feedback reports. Implemented effective succession plans and ensured progression of talent within team
  • Part of global market council and country management team to accelerate business growth and development plans

SKILLS AND EXPERIENCE:

  • Create strategic vision and relevant OKRs. Steer contribution towards brand building and commercialization
  • Understand market needs and work with agencies to develop brand positioning and it’s commercial impact
  • Strong cross functional influence over sales, digital, business navigation, stores and business expansion
  • Manage and integrate paid, owned and earned media for all IKEA external communications (all categories)
  • Manage development of the IKEA FAMILY Customer Engagement and Loyalty Club to maximize customer/member proposition and lifetime value strategies
  • Develop and share best innovative practices in marketing to uplift the marketing team’s performance • Lead, coach and develop a high performing fast moving mid-senior team, to reach extraordinary growth objectives

Nielsen India Pvt. Ltd.

Senior Manager, Consumer Insights (Qualitative Research) ・ India 2007-2012

KEY ACCOMPLISHMENTS:

  • Clients Managed: Nokia Cellular, Microsoft. (mainly CE and tech brands)
  • Awards: Nielsen’s Annual Gold Excellence Award and Simply Excellent Award (for generating highest growth in business), 3 other awards for showing proficiency at work
  • Team management and development: Developed the highest revenue generating team for Nielsen Delhi
  • Development of innovative research tools/methodologies
  • Part of many learning and development initiatives of Nielsen Qualitative division

SKILLS AND EXPERIENCE:

  • Managing and executing several types of qualitative studies, e.g. exploratory/psychographic and need based segmentation/ethnography/usage and attitude/product/concept/positioning/UX development
  • Selling and designing research, managing team’s project execution and making insightful and actionable reporting