I’m Macarius, a marketing and branding professional with over 20 years of experience driving growth for global brands through strategy, creativity, and design-led thinking.
My career sits at the intersection of marketing strategy, brand building, and apparel design—allowing me to translate business objectives into compelling, commercially effective experiences.
Marketing Specialist
I currently serve as a Marketing Leader at ASICS, where I have led category marketing across tennis, volleyball, and most recently training and running apparel.
I am responsible for end-to-end marketing strategy—from annual planning through execution—with full ownership of KPI design, campaign management, and cross-functional team leadership. My work is grounded in strong P&L management, ensuring that marketing investment directly contributes to gross profit growth.
Key areas of expertise include:
Annual budget management of up to JPY 150 million
Optimization of promotional investment
Strategic application of CPA, LTV, and customer journey insights
Balancing short-term sell-out performance with long-term brand equity
In digital marketing, I drive brand and product visibility through SNS performance analysis, CRM-linked promotions, EC traffic optimization, and cross-channel campaign development, consistently aligning data-driven decision-making with brand storytelling.
Branding Specialist
My branding expertise focuses on creating emotional connection with measurable business impact.
I have led initiatives ranging from category rebranding and brand concept development to the creation of creative guidelines that ensure consistency across all customer touchpoints.
In 2025, I spearheaded the rebranding of the ASICS Training category, establishing a localized brand strategy aligned with global direction and launching creative guidelines that unified communication across digital platforms, retail environments, and internal teams.
I have also maximized the value of partnerships with world-class athletes—including Novak Djokovic and the Japan men’s national volleyball team—by translating competitive moments into integrated campaigns, in-store experiences, and community engagement initiatives. My strength lies in turning brand vision into tangible, lived experiences that strengthen brand equity and support sustainable growth.
Designer
My foundation is in apparel design, with over a decade of experience spanning luxury fashion, sportswear, and independent creative work.
I began my career at Yohji Yamamoto, where I managed the entire creative process—from concept development and fabric selection to pattern making, draping, and final fitting. I developed seasonal collections that combined experimental textures with refined silhouettes, overseeing both creative and technical execution.
Later, at Onitsuka Tiger, I worked closely with Italian designers to develop menswear and womenswear collections presented at Tokyo Fashion Week, taking a leading role in concept planning, visual storytelling, and sample-to-production management.
During my time in Belgium, I founded and operated an independent design studio, collaborating 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, delivering products that are both commercially viable and emotionally resonant.
My Unique Approach
I bring together strategic rigor and creative vision to deliver solutions that drive measurable results while enhancing brand value.
By translating technical advantages and data insights into clear, compelling storytelling, I help brands connect more deeply with their audiences. Whether leading cross-functional teams, solving complex business challenges, or executing campaigns with clear ROI accountability, I am driven by creating value that balances analysis, creativity, and execution.
Continual Growth
I have successfully completed my Master’s degree in Digital Marketing at the University of Liverpool, further strengthening my expertise in data-driven strategy, digital transformation, and global marketing frameworks.
By continually expanding my knowledge and skillset, I aim to deliver work that not only meets business objectives but also inspires and captivates audiences—while maintaining a disciplined, P&L-conscious approach to sustainable growth.
About
About Me
Hello, and thank you for visiting my portfolio.
I’m Macarius, a marketing and branding professional with over 20 years of experience driving growth for global brands through strategy, creativity, and design-led thinking.
My career sits at the intersection of marketing strategy, brand building, and apparel design—allowing me to translate business objectives into compelling, commercially effective experiences.
Marketing Specialist
I currently serve as a Marketing Leader at ASICS, where I have led category marketing across tennis, volleyball, and most recently training and running apparel.
I am responsible for end-to-end marketing strategy—from annual planning through execution—with full ownership of KPI design, campaign management, and cross-functional team leadership. My work is grounded in strong P&L management, ensuring that marketing investment directly contributes to gross profit growth.
Key areas of expertise include:
In digital marketing, I drive brand and product visibility through SNS performance analysis, CRM-linked promotions, EC traffic optimization, and cross-channel campaign development, consistently aligning data-driven decision-making with brand storytelling.
Branding Specialist
My branding expertise focuses on creating emotional connection with measurable business impact.
I have led initiatives ranging from category rebranding and brand concept development to the creation of creative guidelines that ensure consistency across all customer touchpoints.
In 2025, I spearheaded the rebranding of the ASICS Training category, establishing a localized brand strategy aligned with global direction and launching creative guidelines that unified communication across digital platforms, retail environments, and internal teams.
I have also maximized the value of partnerships with world-class athletes—including Novak Djokovic and the Japan men’s national volleyball team—by translating competitive moments into integrated campaigns, in-store experiences, and community engagement initiatives. My strength lies in turning brand vision into tangible, lived experiences that strengthen brand equity and support sustainable growth.
Designer
My foundation is in apparel design, with over a decade of experience spanning luxury fashion, sportswear, and independent creative work.
I began my career at Yohji Yamamoto, where I managed the entire creative process—from concept development and fabric selection to pattern making, draping, and final fitting. I developed seasonal collections that combined experimental textures with refined silhouettes, overseeing both creative and technical execution.
Later, at Onitsuka Tiger, I worked closely with Italian designers to develop menswear and womenswear collections presented at Tokyo Fashion Week, taking a leading role in concept planning, visual storytelling, and sample-to-production management.
During my time in Belgium, I founded and operated an independent design studio, collaborating 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, delivering products that are both commercially viable and emotionally resonant.
My Unique Approach
I bring together strategic rigor and creative vision to deliver solutions that drive measurable results while enhancing brand value.
By translating technical advantages and data insights into clear, compelling storytelling, I help brands connect more deeply with their audiences. Whether leading cross-functional teams, solving complex business challenges, or executing campaigns with clear ROI accountability, I am driven by creating value that balances analysis, creativity, and execution.
Continual Growth
I have successfully completed my Master’s degree in Digital Marketing at the University of Liverpool, further strengthening my expertise in data-driven strategy, digital transformation, and global marketing frameworks.
By continually expanding my knowledge and skillset, I aim to deliver work that not only meets business objectives but also inspires and captivates audiences—while maintaining a disciplined, P&L-conscious approach to sustainable growth.
Education & Certifications:
University of Liverpool – AWARD CERTIFICATE
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)