Yuko Watt

Improving product adoption and UX with the global product teams, developing international strategies, and scaling GTM initiatives to grow our creator ecosystem and economic opportunities. Passionate about empowering members to build network, stay informed, and be inspired through the community.

Leading Instagram’s growth in APAC as a business platform where our vibrant community of people, creators, and businesses enables brands to turn consumer interest into desires, rolling out 360 marketing strategies and programs across multiple touch­ points to drive engagement, adoption, and retention. Captivating the hearts and minds of businesses of all sizes to empower them to strive and thrive on Instagram. -Analyzed business performance, and developed marketing strategies and execution plans by influencing global and regional stakeholders, and led to successful results to drive revenue, product adoption, and improvement of advertiser brand health at the fastest rate in the world. -Developed and executed highly complex Instagram and Facebook Shops launch marketing GTM strategies for APAC involving senior leadership in constantly evolving contexts during COVID-19 to drive awareness and product adoption of the commerce solutions. -Led the AdWeek APAC and Instagram Day Tokyo global keynote narrative development for Global VP of Business and Media titled “Living In A Vertical World,” highlighting Instagram’s innovative role in the seismic shift to the vertical format with Instagram Stories, which significantly improved product adoption of Stories over time. The narrative has been subsequently applied at DMEXCO, and AdWeek NYC to amplify a cohesive message across the globe. -Conducted qualitative and quantitative consumer research with the Marketing Science team, and leveraged insight to develop convincing narratives.

Reported directly to the CEO and supported the market development of one of Canada’s most successful early stage startups. Pitched the market expansion idea, and volunteered initially while waiting for Canadian PR, then started a sole proprietorship. Later helps businesses to visually plan and analyze the performance for Instagram, Facebook, Twitter, Pinterest and TikTok. Now with over 4 million users globally, Later is a certified member of the Instagram Partner Program and a Pinterest Marketing Partner. -Developed market expansion strategies, and provided reports to the CEO and the founder to support the market development. -Launched onboarding channel marketing campaigns with video instructions, and improved retention and product adoption to ultimately drive increase in revenue. -Designed and launched user research to understand the values and roadblocks customers are experiencing to inform marketing strategies. -Developed marketing materials including blogs and help page articles with videos to scale education. -Persuaded several influencers and media to generate content promoting the service at no expense.

Created a complete brand refresh of Twitter from the core essence of “What’s Happening” with a global team, rolling out its visual expression and voice across multiple brand touch ­points that helped scale the business of Twitter Japan, winning the hearts and minds of people, advertisers, publishers and partners who want to connect with billions of moments happening on Twitter. MAU of Twitter Japan grew the fastest in the world, surpassing Facebook Japan, and advertising revenue in Japan grew at double the international rate for the company during my tenure. -Produced compelling narratives and creative content including videos for over 100 keynotes at Twitter events, industry events for CEO and VPs in Tokyo, and senior executives from HQ highlighting its competitive edge with insights and success stories to help scale the business and user growth. -Presented Twitter's core narrative at one of Twitter Japan's most popular event "Twitter Nakanohito Kai", inviting highly influential brand marketers and agencies. -Launched Moment Calendar to help marketers to discover opportunities to connect with their audience year-round through relevant events, occasions, and trends. -Developed the agenda and content of Japan’s first Flight School for advertising agencies. -Launched and created content for blogs, newsletters, success stories, and Twitter accounts to empower businesses of all sizes.

First Partnership Marketing Manager for the company. Led the Twitter Japan's marketing effort which delivers the best content that reaches, engages and delights the largest daily audience in the world. Our partnerships efforts spanned across TV, Sports, Music, News, Government, Politics, Entertainment, Fashion, and Creators. Collaborated with global teams from San Francisco, London, Singapore and Korea, to ensure both a consistent brand message and marketing strategy were disseminated globally, and yet localized to meet Japan’s unique market needs. -Led the development of core value proposition and narrative, as Twitter started to monetise and scale-up to IPO. -Planned and executed Japan’s first Partnership Event, attended by 100+ television networks and broadcasters, news agencies, government organizations, sports organizations, and record labels with above 95% satisfaction levels. -Published an 80+page Twitter Guidebook for Politicians which successfully onboarded almost all the political parties and politicians prior to Japan’s first House of Council election allowing online campaigning. The guidebook was subsequently adopted in Germany and the UK. -Planned and led the company’s first 3-day APAC Media Summit attended by the HQ COO, VP, country heads and vertical leads of Australia, India, Japan, and Korea to build a strong team. -Presented Twitter Japan Media team’s initiatives at Global Media Summit in San Francisco, and received the Best Time Management Award. -Launched, and managed the Twitter Official Partner Program in Japan on a tight deadline. -Conducted user research for television, news, government, sports, and music verticals to generate convincing metrics to develop narratives. -Launched and created content for blogs, newsletters, success stories, and Twitter accounts to drive activation and activity.

Maximized traffic to Yahoo! Japan's high priority products to drive revenue. -Improved CPA by 140% by assessing and revising marketing campaign strategies, achieving 103% to 210% of revenue targets every quarter. -Managed media buying budget/service, and acquired up to 110K users/service per quarter with creative digital campaigns, surpassing KPI. -Designed in-house campaign creatives producing the highest CTR of display advertisement in the history of Yahoo! JAPAN. ­

Managed partnerships deals and localizations to roll out products and services that meet local market needs. -Led the APAC media group during the Asia Summit to present a global collaboration plan, and received Asia Summit Award from APAC Vice Presidents. -Launched APAC’s first initiative of global collaboration by planning and developing a bilingual Seoul Drama Awards 2011 feature page in partnership with Yahoo! Korea, bringing in revenue from the government as an advertising client. -Proposed, negotiated, and conducted an exclusive interview with the British musician; Liam Gallagher in Tokyo with 0 budget, and produced bi-weekly digital magazines over 2 months. -Conducted presentations to overseas and domestic media and entertainment executives to acquire revenue share partners and advertising clients.

Developed long-term relationships with Oracle as an alliance partner, and rolled out marketing activations to generate leads and drive revenue of HP's high-end enterprise servers with Oracle's SCM, ERP and CRM software solutions.

Promoted in 6 months, and trained 200 sales staff on effective presentations, identifying leads, closing deals, and maintaining trusted relationships. Received multiple MVP awards.