As women around the world are breaking job barriers and entering board rooms, Sonia Kapoor has already proven she’s a force to be reckoned with. Her journey from working in retail banking to driving commerce for The Estee Lauder Companies (ELC) is a testament to her hard work and determination. It was her six years tenure on the marketing team of Citibank where she honed her skills in market research, segmentation, and brand strategy. She learned how to turn consumer insights into marketing strategies and effectively communicate them to create teams for successful execution. Later, Sonia made the bold move of switching from banking to the online fashion industry at Gilt in Japan, which was her first entry into e-commerce. Nearly a decade after starting her career at Citi, she transitioned to Salesforce to further drive the Commerce Cloud business across beauty, sports and other retail industries. Sonia wanted to take the next step in her career and help build a brand while accelerating its online presence. That's when she was scouted to join the Online (e-commerce) team of ELC Japan. Let’s hear more from Sonia herself.

What life experiences have shaped who you are as a business leader?

My multicultural background has been a huge factor in shaping who I am today. Being born in Mumbai, attending an international school in Tokyo, and then moving to New York City for higher studies has given me a unique perspective on life. Tokyo is home but I truly feel like a citizen of the world. It has helped me adapt to different cultures, work with people from different backgrounds, and quickly understand the needs of consumers. I work well in a diverse setting. Growing up in a close-knit joint business family has also played a huge role in my life. My family runs a hospitality business in Japan, and I have always been passionate about learning more about it. From a young age, dinner table conversations at home with Dad, Mom, and my brother would be about brainstorming ideas to attract more customers to our business. This upbringing inspired me to study International Business at Pace University in New York City, which was an eye-opening experience. I was at the heart of Wall Street, and this college experience groomed me for the corporate life that was about to follow. Lastly, I am passionate about customer-centric services and products. I love working in business-to-consumer roles because I get to interact with consumers directly, albeit digitally, and see our online strategies coming to life right on the screen of our mobile phones! The common thread throughout my career has been a focus on B2C retail, and I truly believe that this is where my passion lies.

"An important attribute of success is to be yourself. Never hide what makes you, you – indra nooyi"

Tell some most critical challenges you encounter as a marketing leader in Asia.

In the Japanese market, beauty products are in demand, and the literacy and knowledge amongst consumers is very high. To thrive in the market, one must be innovative, think outside the box, and stay attuned to the needs of the people. This means leveraging different platforms, such as local messaging apps, Instagram, and third-party marketplaces, to reach consumers where they are most active. By spending time shopping on and studying rating & reviews feedback on these platforms, leaders can gain valuable insights that inspire new strategies. Another key consideration in Japan is how businesses can better cater to the aging/Bubble Generation who have high spending power. It's essential to create an easy and seamless experience, making it easy to shop online and/ or in stores, whichever these consumers prefer. Adopting an omni-channel approach can better support consumer needs and businesses can create a robust strategy that positions them for long-term success.

Describe your role at The Estee Lauder Companies

I am the team lead for the Online Commercial business in Japan. We are tasked to collaborate with our brand colleagues to manage the online business for over ten brands across skincare, cosmetics, fragrance, and haircare categories. Our primary responsibility is to deliver commercial growth and outstanding digital experiences across Brand website and third-party marketplaces. We must be strategic in our approach and tailor our offers and merchandising to cater to different consumer segments across various channels.

Looking ahead, how do you envision the marketing landscape evolving in the Asian context?

The Asian market is incredibly diverse, with both mature and emerging markets. Emerging markets in the region are still catching up with the e-commerce trend, while China, Japan, and Korea, are more mature in terms of digitalization. However, regardless of the market, digital penetration is on the rise. According to Statista, in 2022, the internet penetration rate in Asia was 67.4 percent, which was more than double the internet penetration rate in Asia in 2011; while the global average internet penetration rate was just under 71 percent in 2022. Specifically in Japan, authenticity and product quality are highly valued by consumers, so it's crucial to be honest and genuine in our communications whether it's through product descriptions or creative assets. Authenticity will always be important, but the way we convey it to consumers will evolve over time. Furthermore, with consumers eager to return to stores and experience the high-touch services they've missed during the pandemic, we anticipate a trend of moving back and forth between bricks and clicks. Consumers no longer distinguish between online and offline channels; the future is omni-channel. And it’s on us to make that magic happen.

Sonia Kapoor, Director, Online (E-Commerce), The Estee Lauder Companies

Sonia was involved in the Smart Banking project during her time at Citibank, participating in the early days of the digitalization of banking in Japan. At Estee Lauder Companies, she has driven expansion of the online marketplace business during the pandemic, requiring strong collaboration and innovation across teams.