In this episode of the FocusCore Podcast, host David Sweet interviews Robert Heldt, Co-founder and CEO of Custom Media, a B2B marketing agency based in Tokyo. Robert shares his journey from his hospitality background to becoming a leader in digital marketing and strategic communications in Japan. He emphasizes the cultural differences in marketing between Japan and the West, particularly the importance of humility, relationship-building, and contextualized storytelling. Robert introduces the AIM framework (Adapt, Implement, Maximize) used by his agency to help global brands succeed in the Japanese market. The conversation covers the impact of AI on content creation, the importance of localization beyond translation, and the unique challenges faced by B2B brands in Japan.

The 2026 FocusCore Salary Guide is here: 2026 Salary Guide

In this episode you will hear:

• Robert's journey from a hospitality background to founding Custom Media, a leading B2B marketing agency in Tokyo.
• The importance of understanding cultural nuances in Japan and how marketing strategies must be adapted for local audiences.
• Insights into storytelling in a Japanese context and the emphasis on humility and group values over bold self-promotion.
• An overview of the AIM framework (Adapt, Implement, Maximize) and its application in helping global brands succeed in Japan.
• The role of AI in content creation, demand generation, and the evolving landscape of marketing within the B2B sector.

About Robert:

Robert Heldt is an accomplished entrepreneur and thought leader with over 17 years of experience in digital marketing and strategic communications. He advises global brands on market entry and expansion in Japan, driven by a passion for leveraging storytelling to achieve results in B2B PR and marketing. Robert holds an MBA from McGill and a Digital Transformation Platform Strategies qualification from MIT Sloan. He serves as the APAC President for AMIN Worldwide, a global network of independent advertising and marketing agencies, and is a Vice-Chair on both the PR & Marketing Committee of the American Chamber of Commerce in Japan and the PR Worldwide Alliance.

Connect with Robert:

LinkedIn: https://www.linkedin.com/in/robertheldt/

AIM B2B: https://aim-b2b.com/

Custom Media: https://custom-media.com/

2025 Content Marketing Report: https://aim-b2b.com/blog/longform/content-marketing-japan-2025-insights/

Connect with David Sweet:

LinkedIn: https://www.linkedin.com/in/drdavidsweet/

Twitter: https://twitter.com/focuscorejp

Facebook: :https://www.facebook.com/focuscoreasia

Instagram: https://www.instagram.com/focuscorejp/

Website: https://www.japan.focuscoregroup.com/

This podcast was proudly produced by Lisa...

In this episode of the FocusCore Podcast, host David Sweet interviews Karsten Michaelis, CEO for North Asia and President of DHL Global Forwarding Japan. Karsten shares his extensive experience in the logistics industry, with a particular focus on his leadership journey across various Asian countries, including Japan. He discusses the unique challenges and strategies involved in managing teams in Japan, the importance of adapting to local cultures while maintaining core management principles, and the necessity of bridging the gap between headquarters and local expectations. Additionally, Karsten touches on fostering innovation, sustainability efforts at DHL, and the evolving landscape of logistics, especially in the wake of the COVID-19 pandemic. The conversation provides valuable insights into the complexities of global logistics and effective leadership in a multicultural environment.

The 2026 FocusCore Salary Guide is here: 2026 Salary Guide

In this episode you will hear:

• Karsten's strategies for adapting leadership approaches across different cultures
• The importance of understanding and bridging HQ and local expectations in Japan
• Insights into fostering innovation and responsive leadership within a global organization
• How DHL is leveraging digital tools and AI to drive operational excellence
• Sustainable business practices and the future of logistics in a carbon-neutral world
• Karsten's personal reflections on motivation and leadership development in the logistics industry

About Karsten:

Currently the CEO North Asia and President/Representative Director of DHL Global Forwarding Japan, Karsten is responsible for the overall strategy and development of our business in Japan, Korea, Mongolia and Philippines, which encompasses air- and oceanfreight, customs clearance, industrial projects, ocean bulk, motorsports as well as some warehouse activities.

Karsten brings over two decades of forwarding experience with him which began in Germany in 1996. Since 2002, he has been working in Asia Pacific with postings in Hong Kong, Bangladesh, Australia and Singapore. Prior to his current role, Karsten held several positions with DHL Global Forwarding, heading the oceanfreight team in Asia Pacific he was responsible for the development of the ocean freight business spanning 21 countries across Asia Pacific.

Karsten graduated with Honors in Business and Management Studies from Oxford Brookes University. He currently sits on the Asia Pacific Management Board for DHL Global Forwarding and is based in Tokyo.

Connect with Karsten:

LinkedIn: https://www.linkedin.com/in/karsten-michaelis-7074955/

Connect with David Sweet:

LinkedIn: https://www.linkedin.com/in/drdavidsweet/

Twitter: https://twitter.com/focuscorejp

Facebook: :https://www.facebook.com/focuscoreasia

Instagram: https://www.instagram.com/focuscorejp/

Website: https://www.japan.focuscoregroup.com/

This podcast was proudly produced by Lisa Yasuda.

“Doin’ the Uptown Lowdown,” used by permission of...

In this episode of the FocusCore Podcast, host David Sweet interviews Damian Rhodes, founder of Talent Diagnostic Solutions, about his career journey and insights into leadership and recruitment in Japan. Damian shares his unique background, beginning with a year as a monk, and discusses important lessons from that time. He emphasizes the human-centered approach in recruitment and the significance of understanding cultural nuances, especially when working in Asia. They also delve into the role of AI in recruitment, the characteristics necessary for effective leadership, and the importance of flexibility, purpose, and communication in today's global business environment.

The 2026 FocusCore Salary Guide is here: 2026 Salary Guide

In this episode you will hear:

•  Damien's unique journey from monk to a leading figure in recruitment
• The challenges of bridging cultural gaps in international recruitment
• Key strategies for human-centered recruitment in multicultural settings
• Insights into the evolving role of AI in recruitment and its impacts
• The current trends in recruitment that every leader should be aware of

About Damian:

Damian Rhodes has an unusual background, having spent a year as a monk before working in commercial due diligence with CiL Management Consultants / Ernst & Young. He later embarked on a 24-year recruitment career across the UK and Asia, encompassing executive search, workforce planning, and employee engagement. He has also helped organisations

establish recruitment process outsourcing, run large-scale hiring programs, and helped organisations make sense of artificial intelligence in talent acquisition.

Damian is the founder of Talent Diagnostic Solutions, a consultancy that helps organisations make smarter people decisions across recruitment, engagement, and performance. He is a certified organisational coach with the Institute of Executive Coaching & Leadership, as well as a Maxwell Leadership Certified Trainer and Public Speaker. He partners with leaders across industries to unlock potential, build high-performing teams, and drive sustainable growth.

He lives near Bath with his wife, May, and their four young children. Outside of work, he enjoys coffee, comedy, and Dad jokes. Damian was recently elected President of his local BNI Chapter and as he's not busy enough he is about to start studying for CIPD Level 7 to formalise his HR expertise!

Connect with Damian:

LinkedIn: https://www.linkedin.com/in/damianrhodes/

Damian Rhodes Coaching & Advisory: https://damianrhodes.com/

Connect with David Sweet:

LinkedIn: https://www.linkedin.com/in/drdavidsweet/

Twitter: https://twitter.com/focuscorejp

Facebook: :https://www.facebook.com/focuscoreasia

Instagram: https://www.instagram.com/focuscorejp/

Website: https://www.japan.focuscoregroup.com/

This podcast was proudly produced by Lisa Yasuda.

“Doin’ the Uptown Lowdown,” used by...