Yuki Umeda rejoined Boston Consulting Group in 2023, after having previously worked at the firm from 2003 to 2006 and from 2020 to 2022. She is a co-leader of BCG’s Marketing, Sales & Pricing practice in Japan, and an expert in branding and marketing.

Yuki has experience formulating corporate strategies, launching new brands, rebranding, and developing and implementing execution plans in large Japanese companies. She has successfully realized transformations centered on brand, marketing, and customer experience (CX), based on the organizational dynamics and business processes specific to Japanese companies. She is committed to building realistic and feasible plans and supporting organizations from step one through to full implementation.

Prior to rejoining BCG in 2023, Yuki was the head of marketing at atama plus, a startup using AI technology in the education industry. She also worked at SHISEIDO, Tohato Inc., and Panasonic Corporation.


  • BA, Business and Management, Keio University