Hello, and thank you for visiting my portfolio. I’m Yohji Ohtsubo, a seasoned professional specializing in marketing strategy, branding, and design, with over 20 years of experience in crafting impactful campaigns and innovative solutions for global brands.
Marketing Specialist
As a Marketing Leader at ASICS, I have been leading category marketing for sports such as tennis, volleyball, and most recently training and running apparel. I drive comprehensive marketing strategies from annual planning to execution, with full ownership of KPI design, campaign management, and team leadership.
With a deep understanding of Profit and Loss (P&L) management, I design data-informed marketing initiatives that directly contribute to gross profit growth. My expertise includes budget management of up to 150 million yen annually, optimization of promotional investment, and strategic use of CPA, LTV, and customer journey insights.
In digital marketing, I enhance brand and product visibility by executing SNS performance analysis, CRM-linked promotions, EC traffic optimization, and cross-channel campaign development. My approach balances short-term sell-out results with long-term brand value creation.
Branding Specialist
I specialize in branding that builds emotional connection while achieving business impact. From category rebranding and brand concept creation to creative guideline development, I have led initiatives that ensured consistency across all customer touchpoints.
Notably, I spearheaded the rebranding of the ASICS training category in 2025, establishing localized brand strategy aligned with global directives, and launching creative guidelines that unified communication across digital and physical channels.
I have also maximized the value of partnerships with world-class athletes—including Novak Djokovic and the Japan men’s volleyball team—by integrating their competitive moments into campaigns, store displays, and community engagement events. My strength lies in translating brand vision into tangible experiences, both online and offline, to strengthen brand equity and drive sustainable growth.
Designer
With a strong foundation in apparel design, I bring over a decade of experience delivering high-impact creative output across luxury and commercial fashion. My design career includes key roles at Yohji Yamamoto and Onitsuka Tiger, as well as running my own independent fashion business in Belgium.
At Yohji Yamamoto, I was responsible for the entire creative process—from concept development and fabric selection to pattern making, draping, and final fitting. I developed seasonal collections that emphasized innovative textures and refined silhouettes, handling both design and technical execution. Later, at Onitsuka Tiger, I collaborated with Italian designers to develop menswear and womenswear collections showcased at Tokyo Fashion Week, taking a lead role in concept planning, visual storytelling, and sample-to-production management.
During my time in Belgium, I founded and operated a design studio, working with local clients to create custom garments that balanced market needs with artistic expression.
My design strength lies in blending technical craftsmanship with conceptual clarity to create garments that are both commercially viable and emotionally resonant.
My Unique Approach
I combine strategic thinking with creative vision to deliver innovative solutions. I am passionate about crafting strategies that maximize ROI while enhancing brand value, translating technical advantages into compelling visual storytelling that connects with audiences. Whether leading cross-functional teams, solving complex challenges, or crafting campaigns with measurable business impact, I am driven by the goal of creating value that balances analytical rigor with artistic expression.
Continual Growth
Currently pursuing a master’s degree in Digital Marketing at the University of Liverpool, I am dedicated to staying at the forefront of industry trends. By continually expanding my knowledge and skillset, I aim to deliver projects that not only meet business objectives but also inspire and captivate audiences, all while contributing to sustainable business growth through a P&L-conscious approach.
About
*Illustrated by Yu Nagaba
About Me
Hello, and thank you for visiting my portfolio. I’m Yohji Ohtsubo, a seasoned professional specializing in marketing strategy, branding, and design, with over 20 years of experience in crafting impactful campaigns and innovative solutions for global brands.
Marketing Specialist
As a Marketing Leader at ASICS, I have been leading category marketing for sports such as tennis, volleyball, and most recently training and running apparel. I drive comprehensive marketing strategies from annual planning to execution, with full ownership of KPI design, campaign management, and team leadership.
With a deep understanding of Profit and Loss (P&L) management, I design data-informed marketing initiatives that directly contribute to gross profit growth. My expertise includes budget management of up to 150 million yen annually, optimization of promotional investment, and strategic use of CPA, LTV, and customer journey insights.
In digital marketing, I enhance brand and product visibility by executing SNS performance analysis, CRM-linked promotions, EC traffic optimization, and cross-channel campaign development. My approach balances short-term sell-out results with long-term brand value creation.
Branding Specialist
I specialize in branding that builds emotional connection while achieving business impact. From category rebranding and brand concept creation to creative guideline development, I have led initiatives that ensured consistency across all customer touchpoints.
Notably, I spearheaded the rebranding of the ASICS training category in 2025, establishing localized brand strategy aligned with global directives, and launching creative guidelines that unified communication across digital and physical channels.
I have also maximized the value of partnerships with world-class athletes—including Novak Djokovic and the Japan men’s volleyball team—by integrating their competitive moments into campaigns, store displays, and community engagement events. My strength lies in translating brand vision into tangible experiences, both online and offline, to strengthen brand equity and drive sustainable growth.
Designer
With a strong foundation in apparel design, I bring over a decade of experience delivering high-impact creative output across luxury and commercial fashion. My design career includes key roles at Yohji Yamamoto and Onitsuka Tiger, as well as running my own independent fashion business in Belgium.
At Yohji Yamamoto, I was responsible for the entire creative process—from concept development and fabric selection to pattern making, draping, and final fitting. I developed seasonal collections that emphasized innovative textures and refined silhouettes, handling both design and technical execution. Later, at Onitsuka Tiger, I collaborated with Italian designers to develop menswear and womenswear collections showcased at Tokyo Fashion Week, taking a lead role in concept planning, visual storytelling, and sample-to-production management.
During my time in Belgium, I founded and operated a design studio, working with local clients to create custom garments that balanced market needs with artistic expression.
My design strength lies in blending technical craftsmanship with conceptual clarity to create garments that are both commercially viable and emotionally resonant.
My Unique Approach
I combine strategic thinking with creative vision to deliver innovative solutions. I am passionate about crafting strategies that maximize ROI while enhancing brand value, translating technical advantages into compelling visual storytelling that connects with audiences. Whether leading cross-functional teams, solving complex challenges, or crafting campaigns with measurable business impact, I am driven by the goal of creating value that balances analytical rigor with artistic expression.
Continual Growth
Currently pursuing a master’s degree in Digital Marketing at the University of Liverpool, I am dedicated to staying at the forefront of industry trends. By continually expanding my knowledge and skillset, I aim to deliver projects that not only meet business objectives but also inspire and captivate audiences, all while contributing to sustainable business growth through a P&L-conscious approach.
References:
University of Liverpool – Reference 1
University of Liverpool – Reference 2
Technical Certifications:
University of Liverpool – Digital Marketing PGCert
Enterprise Design Thinking Co-Creator
Enterprise Design Thinking – Team Essentials for AI
Foundations of User Experience (UX) Design
Certified Food Hygiene Supervisor (Japan) / 食品衛生責任者
Certified AI and IoT Junior Consultant (AIJC)