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Experienced F&B professional excelling in marketing, branding, and beverage innovation across global and Japanese markets.

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Hitomi Sato

Hitomi Sato

JP JP
OATLYMoninMorinaga Milk Industry Co., Ltd.

Bio

Hitomi Sato is an accomplished F&B industry professional with over 17 years of diverse experience in global and domestic markets. She is a versatile professional with a rich career spanning global companies like Starbucks, MONIN, and OATLY, as well as Japanese corporations like Morinaga. Specializing in marketing, branding, and R&D, she is adept in commercial importing and beverage innovation. Her unique expertise lies in creating "GOOD TIME" experiences through drinks, enriching people's day-to-day life. Hitomi is known for her ability to blend creative drink recipes and share global café, food, and sweets trends, especially from Japan and Korea. Her passion for beverage consulting and commitment to quality are evident in her work, making her a valuable asset in the F&B sector.

Experience

OATLY

The world's largest oat milk company, established in Sweden.

Senior Brand Manager in Japan · Tokyo 2021–2023

  • Oversaw business and marketing plans, ensuring strategic alignment and effective execution.
  • Expertly planned and executed the launch of OATLY in Japan within 9 months, in coordination with the APAC team.
  • Led the development and implementation of sales strategies, driving market penetration and growth.
  • Directed various marketing activities, enhancing brand visibility and customer engagement.
  • Maintained effective communication with global teams, ensuring cohesive brand messaging.
  • Managed relationships with key distributors, including ITOCHU, to optimize distribution and sales.

MONIN

Global leader in gourmet flavored syrups and beverages from France.

Brand Manager Japan · Tokyo 2021–2021

  • Led the management and execution of business and marketing plans.
  • Successfully localized global brand strategies to fit the Japanese market.
  • Managed sales and stock levels in collaboration with the importer.
  • Directed impactful marketing initiatives, including exhibitions, digital campaigns, and magazine features.

Beverage Innovation Manager Japan & Korea · Tokyo 2018–2020

  • Provided extensive consulting on strategy and menu creation, delivering over 200 consultations annually.
  • Created and promoted innovative beverage recipes, gaining a significant following on SNS (@hitomi_beverage with 4,000 followers).
  • Played a key role in identifying and capitalizing on F&B trends globally.
  • Enhanced brand visibility and engagement through presentations and demonstrations in the Korean and Southeast Asian markets.
  • Contributed to a 13% increase in Instagram followers through effective co-branding strategies.
  • Established and nurtured relationships in HORECA, QSR, and with independent bars and cafes.

Starbucks Coffee Japan, Ltd.

Global coffeehouse chain, specializing in coffee and beverages.

Product Developer, Beverage Team, Beverage Department · Tokyo 2013–2018

  • Innovated and created 55 new beverage menus for stores nationwide.
  • Managed the development schedule for new product rollouts.
  • Negotiated with external suppliers on aspects like cost, taste, packaging, and scheduling.
  • Presented new products to internal departments, district managers, and store managers.
  • Acted as a spokesperson for the media on beverage-related topics.
  • Collaborated with Starbucks U.S. partners for information exchange and alignment.

Coffee Expertise

  • Achieved Black Apron Certification, a prestigious internal coffee test, exemplifying deep coffee knowledge (7.8% pass rate in 2015).

Morinaga Milk Industry Co., Ltd.

Leading dairy and confectionery company in Japan.

Assistant Manager, Marketing Group, Ice Cream Department · Tokyo 2006–2013

  • Managed brand budget and sales, steering the brand towards growth.
  • Developed and executed marketing plans by analyzing competitor and market conditions.
  • Conceptualized and communicated new ice cream products to internal engineers, designers, and external suppliers.
  • Facilitated decision-making across various departments and suppliers, focusing on product taste and design.
  • Oversaw the development schedule and negotiated with suppliers on costs, production, and design.
  • Devised promotional tools and strategies, and negotiated with advertising companies.
  • Presented new products and strategies to sales teams and clients.