Position: Marketing Lead – Footwear & Lifestyle Brand
Company: Global Footwear Brand
Location: Tokyo, Japan
Employment Type: Full-time
Overview
A global performance footwear and lifestyle brand is seeking a Marketing Lead to drive brand growth and marketing execution in the Japan market. This role focuses on translating global brand strategy into locally relevant campaigns and activations while ensuring alignment with international brand standards.
Working closely with both Japan leadership and overseas headquarters, the position plays a key role in strengthening brand awareness, cultural relevance, and consumer engagement through integrated marketing initiatives.
Position Summary
The Marketing Lead will oversee local marketing execution across brand campaigns, digital marketing, PR, community engagement, and distributor coordination. The role requires strong collaboration with global teams, local stakeholders, agencies, creators, and distribution partners to ensure consistent and impactful brand communication in Japan.
Key Responsibilities
Global Strategy Execution & Brand Management
Execute global marketing strategies within the Japan market
Maintain consistency in brand positioning, tone of voice, and visual identity across all local channels
Ensure all marketing activities align with international brand standards and direction
Go-to-Market & Campaign Execution
Plan and execute local product launches and key marketing campaigns
Localize global assets, messaging, and creative materials for Japanese audiences
Manage rollout schedules and ensure high-quality execution of campaigns
Content & Digital Marketing
Oversee local content creation across digital and social platforms
Manage social media strategy and campaign execution
Coordinate with agencies, creators, freelancers, and internal teams on content initiatives
Community & Brand Activation
Develop activations and engagement initiatives to strengthen local brand presence
Build and manage relationships with creators, ambassadors, and partner communities
Support events, collaborations, and grassroots marketing activities
PR & Brand Visibility
Build relationships with media outlets, press, and industry stakeholders
Support PR initiatives including product placements, storytelling campaigns, and partnership activities
Increase brand visibility through earned media opportunities and strategic collaborations
Distributor Coordination & Brand Alignment
Act as the primary marketing liaison between the global brand and local distribution partner
Ensure distributor marketing activities align with global brand guidelines
Share campaign assets, marketing tools, and brand guidance with local partners
Coordinate campaign calendars and execution timelines between global and local stakeholders
Provide strategic marketing recommendations to strengthen market presence
Cross-functional Collaboration
Work closely with overseas headquarters and regional marketing teams
Coordinate with local stakeholders to ensure smooth campaign execution
Maintain clear communication and reporting across international teams
Budget Management & Reporting
Manage local marketing budgets and resource allocation
Track campaign performance and optimize marketing effectiveness
Provide regular activity and performance reports to local and global stakeholders
Qualifications
Required
5–6+ years of marketing experience
Experience within sports, footwear, apparel, fashion, or lifestyle industries preferred
Strong experience executing global marketing strategies in local markets
Knowledge of brand positioning, storytelling, and integrated campaign execution
Experience in digital marketing, social media, and content creation
Ability to work effectively within cross-cultural and matrix organizations
Strong ownership mindset and attention to detail
Excellent communication and stakeholder management skills
Fluent Japanese and English communication ability
Preferred
Experience managing agencies, creators, or brand ambassadors
Background in consumer-facing premium or lifestyle brands
Experience working with distributors or international headquarters
Key Success Indicators
Successful execution of global brand strategy in Japan
Increased brand awareness, engagement, and market visibility
Strong collaboration with distributors and international stakeholders
Consistent delivery of high-quality campaigns and activations
Effective budget utilization and measurable marketing performance
Career Path
Opportunity to expand into regional or global marketing leadership roles
Exposure to international brand strategy and cross-market collaboration
Potential progression into broader brand management or commercial leadership functions