Olivier Jakubowicz is a senior business leader, currently Business Executive Officer for Nestlé Japan's Confectionery category. He has built a diverse international career including a global Marketing role at the Nestlé global headquarters in Switzerland and a six year assignment at Nestle China from 2008-2014.
In Japan, Olivier is leading a deep business transformation, notably strengthening and accelerating performance for KitKat, one of the country’s most powerful and innovative brands.
He is a strong believer in the power of making sharp strategic choices to succeed in highly competitive categories and markets. His leadership is characterized by clarity, strategic rigor, and a collaborative spirit.
Curious, future‑focused, and deeply committed to continuous improvement, Olivier brings energy and purpose to every challenge.
KitKat, originally a British chocolate brand, has sustained strong sales for over 45 years while developing a unique path in Japan. Through the phonetic link between its name and “good luck” (Kitto Katsu), it has become a symbol of encouragement during exam seasons. This has extended into mail-able gift packs, regional editions, and seasonal launches, with over 400 flavors to date—evolving into a collectible and a cultural icon embedded in everyday rituals.
This also highlights a key insight: data can tell us what consumers watch and buy, but not why a brand gains emotional and cultural meaning. In a category shaped by emotion and culture, consumers are not just buying products, but a lifestyle and a sense of identity.
So the questions are:
• How can brands go beyond data to identify and amplify cultural resonance?
• How can cultural narratives be translated into product experience and content?
• How can brands avoid common pitfalls and build lasting cultural relevance?
(Source: KitKat Japan)