“From Random Chance to Responsibility – Today, I Take Care of Customers All Over the World”
Name: Joe Yamamoto
Job title: Senior Sales Executive
Hobbies: Helping with community projects in his area
Age: 50
Part of KATZ since: 1993
A quiet click of the mouse, the rhythmic sound of keys being pressed, and a monitor showing a map of the world – one that’s full of contacts. It’s a regular sight at the KATZ Sales Office, where Joe Yamamoto has long been part of the team, as have been his infectious laughter, the way he always has a short saying ready to go, and the fact that he’s always on the move. The moment you meet him, it’s impossible not to notice that you’re talking to a man who does his work with a combination of unstoppable energy and a positive outlook. No matter how many e-mails and inquiries come in from all over the world, he keeps things under control and makes sure to take care of his customers’ needs regardless of what continent they’re in.
Joe Yamamoto has been part of KATZ for more than 30 years now. It all started as his plan B, and yet has evolved into an extraordinary journey: from industrial administrator apprentice to international sales executive. And while markets, customers, and their needs have continued to change with the times, one thing has always remained the same – his deep connection to the company and its products.
Mr. Yamamoto, you’ve been part of the KATZ team for over three decades at this point. How did this journey start?
Well, to tell you the truth, by random chance. I originally wanted to be a nurse, but was unable to land an apprenticeship spot. The apprenticeship at KATZ was just a short-term plan B at the time, but it turned out to change my life instead! I can still remember my first day: I wasn’t even sure I wanted to come in when I woke up, but I decided that I would check things out and give it a shot. By the end of the day, things had changed and I was thinking it was good that I was doing something. But I had no idea at the time that this “something” would eventually turn into more than 30 years at KATZ!
So what changed? When did you realize that things could turn into something bigger?
The decisive moment actually came sooner than you’d expect – it happened when I really became familiar with the ins and outs of our product. It was impossible not to realize it: A beverage coaster was not just a round or square thing. There was so much potential behind it. In fact, we were already working with creative approaches, custom shapes, and games back then, and that change in perspective turned out to be an epiphany. All of a sudden, a product that seemed boringly simple at first turned into an incredibly multifaceted tool – and that was it for me. I was sold on the whole thing.
Today, you’re in charge of international sales, and that includes beverage coasters. What does your typical workday look like?
Extremely varied. I take care of customers all over the world – from Europe, to Asia, to Australia. Each market works differently and has its own needs and cultural idiosyncrasies.
It’s not just about selling products, but also about understanding markets and building relationships that last. In fact, trust is an absolutely vital factor when it comes to conducting business internationally. I’ve worked with many of my customers for years already – sometimes even from all the way back when I’d just finished my apprenticeship. These long-lasting partnerships are of course very special, and they really show just how important continuity and personal contact are to our business.
What makes the international market so exciting for you?
That one’s easy: diversity. Working with all kinds of cultures, mindsets, and needs means that you keep getting exposed to new perspectives all the time in this line of work. A good example is Asia: The high humidity means that there’s more condensation, so people there deliberately use thicker beverage coasters that are able to better absorb the resulting moisture. And you can contrast that to Europe, where thinner alternatives are the standard. It’s a simple difference, but it really shows just how important it is to truly understand each market individually.
How are beverage coasters seen internationally – are there differences in comparison to Germany?
Yes, absolutely. Traditional shapes such as round and square contours are the norm in Germany, and we often still look at beverage coasters as a purely functional item in comparison to other countries. Meanwhile, many of those countries make very effective use of these coasters as creative ad spaces – with custom shapes, campaigns, and innovative concepts. That’s exactly where there’s tons of potential for the future.
Despite your international focus, you’ve decided to stay at the same site and with the same company all this time. Why?
Because, to put it simply, KATZ is much more than just the place where I work – it’s a piece of home. And that obviously has a lot to do with the people here and the way we all work together. It almost feels like one big family – and that’s what has kept me here all these years.
Having said all that, a lot has changed in the last 30 years: Structures, markets, and requirements have evolved, and KATZ has always adapted. In addition, being part of the Koehler Group means that there are always new opportunities, possibilities, and perspectives. But ultimately, we continue to be a solid and well-established partner in the international beverage coaster market.
I think I should also point out that my responsibilities are also something that keeps me going – and I’m talking about my responsibilities towards the people who work here and towards the company’s future. In other words, if I do my job right, I’m contributing to KATZ’s journey forward. That’s important to me, since I want to make sure that the company will continue to be successful in the coming decades as well.
What do you think the future of beverage coasters looks like in an international context?
Very positive. Beverage coasters are an underappreciated but powerful marketing tool. They’re always right within sight of consumers, which is what makes them so special. In a world where people can just look right past countless marketing vehicles, beverage coasters are the one thing you can always rely on to be unavoidable. And that’s true worldwide. The challenge is to shine a stronger spotlight on this potential and expand on that impact together with our customers.