eCommerce Head Europe for Panasonic Batteries

Many markets, one brand, no shared rules.

Distribution policies were fragmented and prices inconsistent from one country to the next. Low-cost competitors and unfair distributor practices put pressure on margins, while consumers expected more sustainability and better online availability.

All of it had to be coordinated between the Japanese headquarters and European distributors without losing brand consistency.

Fix the channel, then grow it.

• Eneloop. Supported the move to reusable packaging and built the message around the brand's environmental impact across Europe.
• Evolta. Led the online sales push on Amazon in the EU5 markets.
• Pricing reset. Reworked battery charger pricing across Europe to bring margins back to a healthy level.
• Partner clean-up. Restructured partnerships and stopped working with distributors who bypassed official channels.
• Japan and Europe aligned. Product strategy coordinated between both regions, with around 51 days a year on the road.

Profitable, consistent and online.

• One European strategy for eCommerce, applied across 14+ countries.
• Eneloop repositioned as the eco-friendly, reusable battery brand, with stronger market acceptance.
• Amazon EU5 growth with a clear gain in online market share.
• Margins restored through the Europe-wide charger pricing strategy, with steadier pricing and volumes.
• Faster decisions thanks to closer collaboration between Japan and the European markets.