Michel Mommejat heads to client-side in CMO role with Japanese biotech company

Japanese genetic testing and research company Genesis Healthcare Co. has appointed Michel Mommejat (pictured) as CMO, who will be based in Tokyo.

Mommejat will also drive commercial partnerships and co-marketing initiatives, as well as spearhead strategic marketing communications across the region, with a focus on Southeast Asia and Taiwan. This follow the recent opening of Genesis Healthcare's office in Singapore. He reports to Genesis Healthcare's co-founder and president Iri Sato Baran.

He was most recently MD for digital, data and technology at McCann Worldgroup in Japan, where he drove the digital transformation of the group and its portfolio of clients. Mommejat has also helmed senior regional APAC positions at FleishmanHillard and Wunderman in Singapore, among others, for nine years. He was also a founding member of TEQUILA and Integer, part of TBWA\ Group, where he spent six years in the role.

The company hosted its first "DNA Day" in Japan in April and came on board as one of the official sponsors of the Tohoku Rakuten Golden Eagles baseball team. The company said that marketing investment will expand further in the summer with the introduction of a TV commercial and advertising campaign to raise the awareness of GeneLife products and new services.

“It is the most exciting time to join Genesis Healthcare. The next few months will witness not only an acceleration of our marketing investment to build our brand awareness, but the introduction of very innovative services to the market as well," Mommejat said.

Baran said that Mommejat brings a "holistic" communication skill set to its marketing team, combining passion for strategy, operational excellence and innovation. “2018 is a pivotal year for Genesis Healthcare, incremental marketing investment will strengthen the awareness of our GeneLife product range and Mommejat will play a critical role in accelerating our developments and growth," she added.