Takakiyo Fujita, Managing Director of Sony Middle East and Africa

Takakiyo Fujita is the new Managing Director of Sony Middle East & Africa, and will be responsible for driving Sony’s business in the MEA region.

Fujita has been with Sony for almost three decades. He began his career with Sony Corporation in 1990 as part of the International Marketing Division, managing the overall global operation for Sony’s consumer electronics business. Since 1996, he managed various global assignments across Asia Pacific region based out of Singapore, India, Russia and the USA. Among his key responsibilities was driving sales and marketing strategies for BRAVIA TVs, audio products, PlayStation and mobile phones, as well as channel development and distributor operation.

A seasoned consumer electronics professional, his first term in the Middle East & Africa was in 2003 as Head of Marketing for Sony’s TV division. Fujita established and led the BRAVIA brand and LCD TV business in the Middle East and across Africa for four years. He also improved the division’s business process and data management as well as created a communications strategy targeting customers in key ethnic groups.

From 2012 to 2016, as Vice President of End-to-End Operations, Fujita was involved in transforming Sony North America’s business. He steered the US TV business towards growth and improved its market share tremendously. In 2015, he grew profits from US$6.5 million to US$1.5 billion by focusing on the 4K TV premium range. He also integrated Sony’s Entertainment & Sound operations in Canada with the North America business, strengthening overall market share.  

In 2017, Fujita was appointed Managing Director of Sony CIS and handled the Russia market. He improved operations by expanding the business portfolio to include the premium TV segment and achieved considerable results for FY 2017-2018 versus FY 2016.

In his current role as the Managing Director for Sony Middle East and Africa, he aims to bring his vast experience to drive Sony’s performance and market share in key markets for TV, Digital Imaging and Audio products.

Fujita is married with three children and has a degree in Economics from Osaka Prefecture University. He also has experience as a Sushi chef at Ginza Restaurant in Vancouver, Canada.