Francois Roca

Managing Director, BMW Group New Zealand

Tokyo, Japan

About

Our differences make our strength. Bridging cultural differences is the true asset of success. ____________________________________________ Francois grew up in Japan, mastering Japanese. Graduated in Chemistry & Finance, he joined Kodak in 1992 as an Internal Auditor. He moved to strategic positions in the international marketing division. His ability to bridge cultural differences in his projects enabled him to get a high visibility and esteem from the business community. He joined the Renault-Nissan alliance in Paris in 1998, assuming the coordination of the European Cross Company Team. His ability to think global and act local in cross-cultural environments allowed him to be an international business manager with a strategic mindset, driving teams thru leadership. In 2000, he moved to Tokyo to lead the Renault Asia Pacific marketing division, before taking the marketing leadership in Japan. After 17 years of global experience, Francois joined in 2008 the luxury Swiss travel company Kuoni, as the Managing Director for Japan. In 2010, he started his own activity, using the extensive knowledge acquired in the marketing area as well as his ability to lead innovative solutions, bringing high value propositions to clients in search of rethinking their business model. In 2013, he joined BMW group Japan as BMW Director and General Manager MINI to lead the brand, with a 50% growth of sales in 5 years. In 2019, he is appointed head of MINI Asia-Pacific, Eastern Europe, Middle East and Africa. On a pro-bono basis, Francois is a Board Member of "Ten by Three", and NGO recognized by the United Nations Alliance of Civilizations and BMW for its innovation. The NGO empowers the world’s poor to leverage their own compelling story to exit poverty. Francois’s is recognized as a strong international business leader from his clients and business partners, who are enjoying his multiple cross cultural experience as well as his commitment to success. Specialties: Business Alliances, Car industry ( Renault, Nissan, BMW, MINI), International exposure, Cross cultural management, Full P&L responsibility, Change Management skills and strong leadership. Trilingual: French - Japanese - English,

Experience

  • BMW Group (12 yrs 8 mos)
    • Managing Director, BMW Group New Zealand
      Jul 2025 - Present · 1 yr

    • Executive Director, Sales, BMW group Japan
      Apr 2023 - Jun 2025 · 2 yrs 3 mos

    • Sales Director, BMW Group Japan
      Jun 2022 - Mar 2023 · 10 mos

  • Managing Director at FRJPConsulting
    Oct 2010 - Oct 2013 · 3 yrs 1 mo

    FRJPConsulting is specialized in management consultancy for clients willing to enhance their Japan base operation, providing company representation, interim-management, advice on strategic plans, in the area of strategy, marketing, distribution, hospitality, communication and restructuration.

  • Managing Director - Japan at Kuoni
    Feb 2008 - Mar 2011 · 3 yrs 2 mos

    General Management of the B-to-B outbound business of Kuoni Japan - operated in Japanese - including the full P&L responsibility, the supervision of 120 employees in 5 offices for a turn-over of 130 Million Euros.

  • Groupe Renault (9 yrs 2 mos)
    • Importer Director Europe
      Feb 2006 - Jan 2008 · 2 yrs

      - General Manager for European Importers within the Direction Commerciale Europe. In charge of a 35 000 units car business. - Management of an international team based at Paris headquarters, dealing with all aspects of Renault business across the region.

    • Marketing Director Japan
      Oct 2002 - Feb 2006 · 3 yrs 5 mos

      Board member of Renault Japon, managing a Japanese team of various status (Nissan, transfer from Nissan and Renault Japon local contract), responsible for the marketing and sales strategy of the subsidiary. In charge of a 15 Million Euro marketing budget.

    • Marketing Manager Asia Pacific - based in Japan
      Jun 2000 - Sep 2002 · 2 yrs 4 mos

      Position based in Japan. In charge of deploying the Renault strategy to country managers of the area, and actively supporting the marketing mix and product specifications.

  • Area Business Manager at Eastman Kodak Company
    1997 - Nov 1998 · 1 yr 11 mos

    In charge of export business for Consumer Imaging on North Africa, Iran and French overseas territories.