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From Field Service Engineer to APAC Business Leader: Masa’s Story

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From field service engineer to APAC business leader - Masa’s 23-year journey at ABB reflects a story of curiosity, courage, and saying yes to opportunities that pushed him to grow.

Masayasu Ishikawa, Sales & Solution Leader – Japan
When Masa joined ABB straight out of university, he spent more than 150 days a year on customer sites across Japan and abroad. The role was technical, hands-on and demanding, and it gave him a strong foundation early in his career. “It gave me firsthand understanding of operations and the realities on the ground,” he says. 

That foundation shaped everything that came next.

After a few years in field service, he took a leap into a newly formed software solutions business. It was a very different environment from what he knew. “I was excited because it was something new. I wasn’t formally trained as a software engineer, but I had enough exposure at university to feel confident taking on the challenge.” 

Working with teams in Europe and customers in Japan, he became a bridge between cultures and ways of working. His direct communication style helped global teams understand and align quickly, and his ability to translate customer needs into practical solutions made him stand out early on. 

As ABB evolved, so did Masa’s path. He played a key role in building new business units from scratch, launched new products and solutions, and at one point led two divisions while also managing a key customer account. He describes that period as stretching, and a turning point in developing his leadership skills.

The defining chapter of his career came in 2018. 

Masa had been considering a move into a different business area, when he was asked to take on a leadership role in ABB’s Electrification business in Japan. “The business was at a crossroads,” he recalls. “There was an opportunity to bring more clarity, strengthen the foundation and energise the team.” 

Drawing on his experience across field service, project management, sales, and business leadership, he reshaped the organisation from the ground up. Within three years, the business tripled its topline and secured strong positions in key growth sectors in Japan. Just as importantly, the culture shifted from conservative and risk-averse to more empowered, growth-oriented and performance-driven.

Today, as a regional leader across APAC, Masa believes the breadth of his experience is his biggest advantage. “I was lucky to experience many sides of the business. That kind of exposure is becoming rarer today but is it incredibly valuable.” 

For those early in their career journey, his advice is simple. 

“Don’t limit yourself too early. Specialisation is one path, but if you want to lead, it helps to understand the bigger picture.” 

Our values are the cornerstone of our culture. They shape everything we do, guide our behavior and interactions with our colleagues, customers, partners and society as a whole, and help us realize our purpose. By living our four ABB values, we lead by example in how we do business and behave.
He also emphasises patience. “There will be periods when things don’t move as quickly as you expect. But careers are long. If you keep learning, perform well and stay open to opportunities, they will come.” 

Looking ahead, he sees APAC’s fast-growing markets as one of the best environments to learn, develop and make an impact.
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