Adam Shrimpton
Phone: - E-Mail:-Nationality: British Citizen
Profile
I am a multilingual strategic marketing consultant, with 20 years’ experience across a number of industries in Asia Pacific region and Europe.
I deliver compelling, actionable, evidence-based recommendations to inform business decisions and help implement them. I am an accomplished
storyteller, capable of simplifying and interpreting often complex data at whatever stakeholder level is required.
If you currently have a strategic marketing, analysis or research requirement, we should talk. Let me know what is keeping you awake at night. I am
here to listen, then work with you to solve these issues.
Specialties: Marketing, market analysis, market research, market sizing, competitive analysis, go-to-market strategy, segmentation.
Experience
Head of APAC Strategy, One Asia Market Consulting (Tokyo, Japan, Taipei, Taiwan and London, UK)
March 2013 – Current (4 years)
Consulting, research, strategic analysis and strategic focus / thought leadership for companies in the Asia Pacific region and Europe. I utilize a range
of research and data modelling methodologies to inform client strategies. Most projects I engage in are within financial services and cove:
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General market research and thought leadership
Market sizing
Regulatory trends and impact
Target market identification / opportunity identification
Go-to-market strategy
Market segment identification and analysis
Competitor analysis / competitor strategic analysis
New business development strategy / strategic focus
Day-to-day work generally includes:
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Project development with client stakeholders to ensure that projects meet and exceed requirements
Development and execution of research (quant and qual, primary and secondary), analysis and delivery plans for all stages of the project
cycle
Resource planning for each individual project
Recruitment and management of additional staff where required on a temporary / freelance basis
Undertaking of most research, data analysis, creation and presentation of deliverables, ensuring any research and data-derived
information provided evidence-based recommendations
Delivery to different stakeholder groups, across different departments (from C-Level downwards), making additional recommendations as
required and delivering the whole story in ways that resonate with each different group of stakeholders
Assisting clients with implementing strategic recommendations and identifying partners
Business development, identification of new clients and relationship management for One Asia
Creation of industry-specific white papers and provision of thought leadership to my business network
Some examples of work that I have conducted to-date at One Asia include:
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Benchmarking and analysis of the top 5 consumer and commercial credit card issuers and rest-of-market sizing in four key Asia Pacific
markets, including 5 year forecasts for performance metrics and potential strategies
Provision of thought leadership to industry contacts on issuer strategy within commercial payments in Europe and Asia Pacific
Analysis of card acquirer pricing models in Japan and India and advising on what the client could use to make a winning strategic model
in each market
Research and analysis of EMV migration levels across issuers and acquirers in all major Asia Pacific markets to provide a card scheme with
a current understanding of competitor deployment and barriers to wider roll-out
Segment research for luxury good purchasing patterns amongst mass-market consumers, mass-affluent and HNWI groups in four key
markets to provide an opportunity analysis for an international premium card issuer
Regional Manager, APAC, KAE Marketing Intelligence (Tokyo, Japan, Taipei, Taiwan and London, UK)
March 2006 – March 2013 (7 years)
Consulting, analysis, insight and advice for financial service companies within APAC and EMEA. Work utilized quantitative and qualitative research
methodologies to inform clients’ strategic decisions. I also adopted a range of approaches to size opportunities for clients to optimize their product
design and pricing strategies using scenario modelling from customer and research data.
Projects at KAE covered the following key strategic areas:
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Product development and go-to-market strategy
Regulatory compliance / global best practice
Market analytics, segmentation and market sizing
Merchant / acquirer pricing models
Market development strategy (e.g. developing markets) and strategic modelling
Revenue maximization across key consumer and B2B segments
Ad-hoc advice and analytics
My main activities at KAE encompassed the following:
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Project development with client stakeholders to ensure that projects met and exceeded requirements. This included developing research,
survey design and execution analysis and delivery plans, often conducted with a wider global project team based in London and my own
team spread across the Asia Pacific region
Resource planning for individual project requirements in my region
Undertaking most research (quant, qual, primary and secondary), data analysis and creation of deliverables
Delivery to different stakeholder groups (from C-Level downwards), ensuring that all delivered material offered actionable
recommendations and insight, telling the story in a way that appealed to each audience level
Maintaining expert knowledge of all key trends and issues affecting the payment card industry in the Asia Pacific region and in other
regions
After working remotely in the region from 2009 (based in Tokyo, Japan), I established, registered and then ran an APAC Representative
Office for KAE in Taipei, Taiwan
Recruitment and management of additional staff where required within the APAC Taiwan office
Managed the career development plans, coaching and training of staff based in the APAC Taiwan office
Local office management and regional supplier management
Business development and relationship management across the whole APAC region
Ensured that the London head office was kept aware of all activity undertaken by the APAC Taiwan office, often inviting London-based
staff to the region for projects where additional specialized support was required
A few examples of work that I undertook at KAE include:
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Annual market sizing of a key issuing client’s consumer and commercial credit card competitors in five key Asia Pacific markets, including
benchmarking the client’s performance against the competition and forecasting future performance / share change for the following five
years. This performance data fed directly into the client’s internal scorecarding for local country teams and we were able to advise them
on local strategies for the year ahead
Researching and analyzing what mass-affluent women in their 20s who still live at home require from a premium consumer card product in
9 key APAC markets. This resulted in a further project to create ideas for new products, defining a strategic roadmap for product launch in
each market for the client and assisting with the new product marketing and messaging
Monitoring of scheme interchange rules and fees across the Asia Pacific region and impact on acquirer pricing structures to assist an
acquirer with creating a regional strategy to appeal to larger numbers of merchants
Research of various luxury brand positioning / messaging in Japan, Korea and China to highlight best practices in HNWI consumer
messaging in key Asian markets for an internationally-active US premium card issuer
Assisting a multinational card issuer with the development of a strategic roadmap for a launch in China with a partner bank, including
educating the local Chinese partner on Visa / MasterCard PCI standards and ensuring the client understood and complied with local
Chinese payment regulations
Identification and needs assessment of ‘underbanked’ segments in Vietnam, India, Bangladesh and Cambodia to provide advice on how
an Australian payments company could target these segments to maximize its revenue in these polarized markets which led to the launch
of new services in these markets
Thought leadership and support for ad hoc research requirements in multiple markets
Business Development Consultant, Self Employed (Tokyo, Japan, Stuttgart, Germany, London, UK)
August 2002 – March 2006 (3 years and 8 months)
Provided a range of business consulting services to Japanese and European companies. Some of the projects I worked on included:
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Assisted a mid-sized Japanese automotive parts manufacturer set up a full distribution network in Europe and trained its R&D team in
Japan on European standards and quality requirements
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Leveraged international sales for a Japanese electronic component manufacturer and maximized impact and sales reach in EMEA by
designing and executing a week-long event at a large electronics fair in Munich
Ad-hoc consulting and translation
Business Systems Consultant, TASC Systems Ltd. (Tokyo, Japan, Nottingham, UK)
March 1999 – August 2002 (3 years and 5 months)
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Worked in the design, development and implementation of inventory tracking and data management systems
Assisted in the design and implementation of a full solution for drug labeling / tracking for GSK as part of its 1999 – 2000 SAP rollout,
managing implementation at 5 UK sites, training teams of 20 – 30, ensuring that labeling / tracking solutions met with UK and US regulatory
requirements
Tendered for and won a Scottish Agricultural and Science Agency (SASA) data management contract. Involved in system design,
implementation and training at 6 sites in Scotland
Responsible for supplier and partner liaison, including collaborating on new global product development and attending new product /
system boot camps in the EU, US and Japan
Education
University of Leeds, Japanese with East Asian Studies, Certificate of Higher Education (roughly equivalent to an American Associate’s Degree)
September 1996 – June 1998
Majored in Japanese Language with East Asian Studies (Social Economics in East Asia, Modern History and Development of Japan and Greater
China, Business Management in East Asia and Popular Culture in Japan, Korea and Taiwan).
Studies were undertaken at a University of Leeds partner university in Japan, graduation was awarded by the University of Leeds.
Languages
Mother tongue:
English
Other languages:
UNDERSTANDING
SPEAKING
WRITING
Listening
Reading
Spoken interaction Spoken production
Japanese
C2
C2
C2
C2
C2
French
C1
C1
C1
C1
C1
German
C1
C1
C1
C1
C1
Spanish
B2
B2
B1
B1
B2
Chinese (Mandarin)
A2
A2
A2
A2
A2
Levels: A1 and A2: Basic user - B1 and B2: Independent user - C1 and C2: Proficient user
1 is the lower level and 2 is the higher level for each grade
(Common European Framework of Reference for Languages)
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