Exploring Leadership in a Changing World: Insights from Ricardo Tasca on the FocusCore Podcast

On the latest episode of the FocusCore Podcast, I? had the privilege of speaking with Ricardo Tasca , General Manager and Representative Director of Hills Pet Nutrition in Japan. Ricardo brings over 23 years of FMCG experience, spanning Brazil, Mexico, USA, and Japan, and offers invaluable insights into leadership, marketing, and navigating complex global markets.

“Adaptability is the cornerstone of success in today’s interconnected world.”

Ricardo’s career trajectory is a testament to the importance of adaptability. Starting in Brazil in 2001, he navigated roles across Latin America and the United States before stepping into the dynamic Japanese market. His journey has underscored the importance of adjusting to local market needs rather than expecting the market to conform.

“Japan’s long-standing culture requires leaders to adapt their strategies to align with its unique business and consumer environment,” Ricardo shared. This adaptability has shaped his leadership approach, emphasizing the need for flexibility, communication, and collaboration in a rapidly evolving landscape.

“Marketing to pets through pet parents: a uniquely emotional category.”

One of the highlights of the discussion was the unique challenges of the pet care industry. I’ve always found it interesting to try to sell and market to an end user who is probably more concerned about having their tummy rubbed or a caress behind the ears!? Ricardo explained that while pets don’t purchase products, their “pet parents” are highly vocal about their needs. This emotional connection creates a distinct dynamic, especially in Japan, where pets are often viewed as full-fledged family members. I’m still surprised that most strollers on Tokyo streets shuttle dogs around instead of babies.?

The market’s nuances, such as the prevalence of smaller pets due to urban living, drive innovation in products and marketing strategies. “The concept of kawaii (cute) plays a significant role in Japan, blending science-based messaging with culturally relevant themes,” Ricardo noted, reflecting Hills’ careful balance between global brand identity and local relevance.

“Japan is different…and so is every other market.”

Ricardo’s global perspective offered fascinating insights into how Japan’s market compares to others. While all markets have unique nuances, Japan stands out for its high consumer expectations, demand for quality, and aging population. He highlighted the importance of understanding these differences while recognizing the commonalities that unite global businesses.

“Leadership in a complex world demands diversity, communication, and strategic thinking.”

Leadership was another central theme of our conversation. Ricardo emphasized the need for diversity in teams and perspectives, particularly as leaders navigate increasingly complex environments. He also stressed the importance of effective communication, empowering teams, and strategic thinking.

Reflecting on his transition from marketing to general management, Ricardo shared practical advice for aspiring leaders: “Expand your skill set, engage in cross-functional projects, and seek opportunities to work in different geographies or roles. Preparing for leadership means stepping outside your comfort zone.”

“Innovation, sustainability, and the future of FMCG.”

Looking ahead, Ricardo expressed excitement about the future of the FMCG industry, particularly its resilience and capacity for innovation. At Hills, this focus is exemplified by cutting-edge advancements in pet nutrition and a strong commitment to sustainability. Hills’ global Food, Shelter, and Love program, which partners with shelters to provide food and support pet adoptions, is a powerful example of how businesses can drive positive change.

Ricardo’s insights into leadership, market dynamics, and innovation offer a compelling blueprint for navigating today’s business challenges. If you’d like to learn more or connect with Ricardo, he can be found on LinkedIn. Don’t miss this episode, where we explore what it takes to succeed in the ever-evolving world of FMCG and beyond.

The three top takeaways from our conversation to help CEOs navigate Japan complexities:

1. All markets are different, but Japan has special nuances–learn the ones in your market.
2. Leadership requires tapping into diversity.?
3. Step outside your comfort zone.?

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To find out how you can participate in the FocusCore Podcast or for more information on FocusCore’s recruitment solutions in Japan, please email me at [email protected]