The Changemakers: Top Marketing Leaders of 2025

CEO Scoop is Proud to Feature Dr. Akira Mitsumasu on the Cover Page

Dr. Akira Mitsumasu, Advisor to the Director General at Saudia Group, brings over 30 years of experience in the airline industry, with a strong focus on customer experience. Throughout his career, Akira has been dedicated to improving travel and enriching the lives of passengers. Before joining Saudia Group, he held various leadership roles at Japan Airlines, including VP of Data Analytics & Global Marketing and VP of Products & Services, where his innovative approach shaped marketing strategies across the industry.

Recognized as one of Asia’s Best Marketers and named among the 50 Most Influential Marketing Leaders, Akira’s expertise has made a significant impact on the airline sector. He has served on multiple prestigious boards, including as an Advisory Bard Member of the CMO Council for Asia Pacific, a member of the Effie Asia Pacific Council, and Vice President of the APEX Board of Directors, where he played a key role in enhancing the passenger experience globally.

As an author on Japanese corporate groups, Akira’s thought leadership continues influencing professionals and businesses worldwide. CEO Scoop is pleased to feature Dr. Akira Mitsumasu in the “The Changemakers: Top Marketing Leaders of 2025” edition, recognizing his contributions to both marketing and the airline industry.

Let’s welcome Dr. Akira Mitsumasu, Advisor to the Director General at Saudia Group, to share his inspiring journey with us. Dr. Mitsumasu has built a remarkable career spanning over 30 years in the airline industry, and his leadership continues to shape customer experience strategies globally.

Dr. Mitsumasu, could you please share the beginning of your career journey with us?

“As a child, I was deeply influenced by my father, who ran a family business exporting fresh seafood via air cargo. He would often take me to the airport to see the containers being shipped, which sparked my early interest in the airline industry. This fascination naturally led me to pursue a career in aviation once I completed my university studies.

I began my professional journey at Japan Airlines (JAL) in 1989, where I spent over three decades. My early years at JAL were shaped by the company’s job rotation policy, which provided me with invaluable hands-on experience in several areas of airline operations, including ground handling and the contact center. Eager to focus more on the business side, I decided to pursue an MBA in the UK. After returning to Japan, I transitioned into network planning and airline partnerships, and eventually moved into VP roles focusing on marketing and customer experience.” – Dr. Akira Mitsumasu.

Notable Recognitions and Accreditations 

Dr. Akira Mitsumasu has received numerous prestigious recognitions throughout his career, solidifying his position as a leader in both the aviation and marketing sectors. In 2024, he was honored as the Business Leader of the Year, Aviation, Saudi Arabia by Forttuna. His contributions to the marketing field have earned him titles such as Influential Figure in Marketing of the Asian Civil Aviation Industry (2019) and Business Leader of the Year – ICON Marketing by the World Federation of Marketing (2018). He has also been recognized as one of the Greatest Marketing Influencers by BBC Knowledge (2016) and received accolades like Best Leader in Marketing Strategy by Global Brands Magazine (2016) and Asia’s Best Marketer by CMO Asia (2016). Furthermore, he was named among the 50 Most Influential Global Marketing Leaders by the World Marketing Congress (2016).

In terms of industry appointments, Dr. Mitsumasu serves as the Vice President, Board of Directors for the Airline Passenger Experience Association (APEX), and as an Advisory Board Member for the Aviation Festival. He is also an influential voice in marketing as a member of the Advisory Board APAC for the CMO Council and the Effie APAC Council. Additionally, he chaired the WARC 2022 Jury for Marketing Effectiveness, was the Head of Jury for the Effie APAC Awards 2020 and 2022, and has contributed as a jury member for various awards, including the SABRE Awards APAC 2020, Marketing Excellence Awards 2020, and CX Asia Excellence Awards 2020.

On the company front, Dr. Mitsumasu has contributed to remarkable accolades for both Japan Airlines and Saudia. Under his leadership, Japan Airlines achieved the APEX World Class distinction and maintained its Skytrax 5-Star Airline rating. The airline also earned the Skytrax World’s Best Premium Economy Class award. For Saudia, 2024 brought significant achievements, including being named the Skytrax World’s Most Improved Airline and receiving the Skytrax World’s Best Economy Class Airline Catering award. Saudia also secured the Best Airline Cabin Crew award at the Business Traveler Awards, achieved 1st Place in On-time Performance by Cirium, and won prestigious Gold and Bronze Awards at Cannes Lions for Brand Experience & Activation and Brand Awareness & Education, respectively.

What were the most challenging obstacles you’ve experienced in your career?

“One of the most challenging times in my career came just months after I started at Japan Airlines (JAL) in 1989, when Japan’s equity and real estate bubble burst, plunging the country into what became known as the ‘lost decades.’ Shortly after, the airline faced a series of obstacles, including the Asian financial crisis in 1997, the SARS outbreak in 2002, and the Lehman Brothers shock in 2008. On top of these challenges, soaring fuel prices from 2004 to 2008 put enormous pressure on the airline’s operations.

All of these events culminated in JAL’s bankruptcy in January 2010. It felt like one wave of challenge after another. However, with immense support from stakeholders and collective efforts within the company—including my role in the IPO office—we managed to turn things around in less than three years, leading to the company being re-listed in September 2012.

The bankruptcy and subsequent turnaround were pivotal learning experiences that shaped the robust management structure JAL has today. This foundation helped the company remain financially stable, even in the face of the unprecedented challenges brought by COVID-19.

Looking back, my career has been a journey of experiencing both the good and the rough times, and these experiences have taught me one invaluable lesson: the importance of being resilient.” – Dr. Akira Mitsumasu.

Who has been the most significant source of inspiration in your life?

“I have had the good fortune of meeting many remarkable individuals over the years, each of whom has been a source of inspiration and a role model in my life. However, out of respect for their privacy, I would refrain from naming them without their consent. That said, there are also many people I haven’t met personally but whose books and talks have deeply influenced me.

One such inspiration is Dr. Rowan Williams, whose thoughts on emotional intelligence, as well as the concept of finite and infinite, have left a lasting impression on me. Additionally, the late Sir Roger Scruton and his views on beauty and conservatism continue to resonate with me. The late Kalistos Ware made significant contributions to the English translation of the Philokalia, and his work has had a profound impact on me as well.

Another influential figure is  Robert Willis, the beloved late Dean of Canterbury Cathedral. His Garden Congregation initiative, I’m sure, has helped countless people, especially through the difficult pandemic years.

I feel truly fortunate to be a contemporary of these great figures, to have been able to hear their words and be inspired by their wisdom.” – Dr. Akira Mitsumasu.

What are your long-term goals, and where do you envision yourself in the coming years?

“To be honest, I have not set any specific long-term goals. However, I do try to live by a quote from St. Edmund of Abingdon, which says, ‘Study as if you were to live forever, live as if you were to die tomorrow.’ The pace of technological change today and its profound effect on our lives often compels me to constantly unlearn and relearn in order to stay current. In that sense, my journey is an ongoing one—an ever-moving goal to expand my knowledge, vision, and capabilities, always with the intention of making the world a better place, no matter how small that contribution may be.

At this stage in life, I’ve also begun to reflect on the legacy I wish to leave behind—not in terms of success or accolades, but in the form of how I can contribute to others. Whether it’s through knowledge (I’ve even published a book many years ago) or something simpler, like a warm smile or a calm attitude, I hope people will remember me for these small but meaningful gestures.” – Dr. Akira Mitsumasu.

With your many years in the industry, could you offer some advice on career growth?

“While I don’t claim to have a ‘golden rule’ for career growth, I believe there are valuable lessons that can help guide others. Throughout our careers, we engage in activities and, over time, improve at them. At certain points, we may start to see ways to push the boundaries of our work, whether it’s through small innovations or bold new opportunities. Sometimes it’s just about gaining a new perspective that changes how we view the world.

For me, one of the key factors in broadening my career has been taking on diverse roles, both within and outside my company. As someone in the airline industry, I’ve worked to communicate my company’s perspective while simultaneously gaining fresh insights from other stakeholders. Additionally, as a marketer, I make a point of sharing my viewpoint and learning from others in the marketing community. This broadening of vision, while not a rigid formula, is something I would recommend for anyone looking to grow in their career.” – Dr. Akira Mitsumasu.