Japan GTM &
Demand Architecture for Global Brands
I help global teams understand why Japan isn’t reacting as the model suggests — and redesign the structure so growth actually works.
Based in Toronto, with 13+ years across B2B, B2C, and regulated industries, I partner with global marketing and leadership teams to rebuild Japan-market GTM, demand systems, and decision frameworks — not just local execution.
How I help global teams fix Japan-market growth
Most Japan-market issues aren’t execution problems.
They’re structural ones — misaligned assumptions, definitions, and decision logic upstream.
I work with leadership teams to diagnose where the model breaks, then redesign the system so downstream tactics finally work.
1. Strategic Advisory & Diagnostics
“Why isn’t Japan working?”
For leadership teams who need clarity before adding more tactics.
Includes:
- Japan GTM & funnel diagnostics
- ICP / MQL / SQL definition review
- HQ–Japan alignment assessment
- Priority and sequencing recommendations
Outcome:
Clear diagnosis, shared understanding, and a decision-ready roadmap.
2. GTM & Demand Architecture Design
“What needs to change upstream?”
I redesign the structure that sits beneath campaigns.
Specialties:
- Japan-specific GTM design
- SEO & PPC architecture (not channel tactics)
- Content and proof framework for high-trust buyers
- MA / CRM flow design (Marketo–Salesforce)
Selected Results:
- +200% qualified lead growth (YoY)
- 600% PPC ROAS
- 2.5x improvement in lead-to-order rates (4x for PPC L2O)
3. Execution Oversight (Selective)
“Make sure it actually runs.”
I stay close enough to ensure the structure is implemented correctly — without becoming the execution bottleneck.
Includes:
- Agency and internal team alignment
- Performance review against business KPIs
- Iteration guidance
* Hands-on execution is selective, not default.
Meet Kei
I’m Kei Smith (Ishikawa) — a Japan-market GTM and demand architect.
Over the past 13+ years, I’ve worked with global B2B, B2C, and industrial brands where Japan underperformed not because of effort, but because the underlying model didn’t fit the market.
At Videojet Japan (Veralto), I rebuilt the SEO–PPC demand cycle from the ground up, resulting in:
- +200% YoY qualified lead growth
- 600% PPC ROAS
- A scalable, low-friction demand system
I’ve also led brand and growth initiatives at Japan Airlines and as General Manager at We Inc. in Tokyo.
Now based in Toronto, I work remotely with global leadership teams — often sitting between HQ and Japan — to translate not language, but decision logic, trust dynamics, and market reality.
What I’m known for:
- Diagnosing why Japan isn’t reacting as expected
- Redesigning GTM and demand systems for high-trust markets
- Aligning global teams around shared definitions and priorities
Contact today!
Let’s talk about Japan — before adding more tactics
If Japan-market growth feels slow, opaque, or overly tactical, you likely don’t need more execution.
You need to fix the structure first.
Based in Toronto (EST), working globally.
Let’s start with a conversation.
Insights on Marketing in Japan
- “The Silent Killers of Global GTM in Japan” Why Playbooks Fail — and What Actually Works
- How to Localize a Global Brand Without Losing Its Identity — Japan Edition
- Where Global-to-Japan Marketing Breaks – The 7 Structural Gaps Nobody Talks About
- 🧩 The Zero-Keyword Problem: Creating Demand Before It Exists
- 🏆 Winning in Japan Starts with Admitting You’re Not #1 There
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