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.
Data can show what consumers click or buy, but it does not guarantee trust or cultural resonance. In the emotion-driven food and beverage industry, people seek not just products but also lifestyles and identities.
KitKat, though a British chocolate, built a unique path in Japan by linking its name to Kitto Katsu (“sure to win”), becoming a good-luck charm during exams. With gift boxes, regional editions, seasonal specials, and 400+ flavors, it evolved into both a collectible and a cultural symbol woven into daily rituals.
This raises key questions: How can brands identify and amplify cultural touchpoints? How can cultural meaning be translated into products and content? And how can they avoid missteps while building lasting cultural resonance?
(Source: KitKat Japan)