In Japan, Keywords Studios delivers its full range of services across Create, Globalize, and Engage, supporting leading publishers, developers, agencies, and IP owners through both local and global teams. Our presence includes the Tokyo-based development studio Wizcorp, as well as established localization, QA, player support, and marketing capabilities that serve some of the most influential companies in the Japanese games and entertainment industry. As Japan remains one of the world’s most strategically important and culturally defining markets for interactive entertainment, we are strengthening our local marketing leadership to ensure that our global strategy is effectively adapted, localized, and executed for Japanese partners.
Position Overview
We are seeking a strategic and highly collaborative Senior Marketing Manager to lead and localize Keywords Studios’ marketing efforts in Japan. As the local representative of our global marketing function, this role ensures that our brand, messaging, and go-to-market activities are effectively adapted to the expectations of Japanese partners across the games industry.
Reporting to the Global Director of Marketing, the Senior Marketing Manager will work closely with the Country Manager (Japan), Create leadership, Sales teams, and regional/global marketing colleagues. You will act as the strategic bridge between Japan and the Group Marketing function, working with central teams to define asset requirements and leveraging our global Design Team to produce high-quality, localized, or bespoke creative assets for the region.
This position plays a pivotal part in strengthening Keywords’ presence in Japan, elevating the quality and coherence of our marketing communications, and supporting commercial growth across Service Lines. By translating global marketing strategy into culturally resonant and market-specific execution, the Senior Marketing Manager will directly contribute to Keywords’ continued expansion in one of its most important regions.
Requirements
Key Responsibilities
Japan Marketing Strategy & Localization
- Develop and implement a Japan-specific marketing strategy aligned with global objectives.
- Localize global messaging, brand positioning, and value propositions for Japanese audiences.
- Provide market insights to global stakeholders, highlighting opportunities, trends, and competitive dynamics.
Cross–Service Line Collaboration & Representation
- Serve as the primary marketing contact in Japan, representing the capabilities and offerings of Create, Globalize, and Engage.
- Collaborate with Sales, Create leadership, and regional Service Lines to ensure unified, aligned communication and market positioning.
- Support the development of integrated proposals and solution packages tailored to Japanese clients.
Marketing Content, Campaigns & Brand Presence
- Asset Management & Creation: Lead the content strategy and asset creation process. You will write creative briefs and collaborate with Group Marketing and the internal Design Team to deliver high-quality localized assets, pitch decks, case studies, one-pagers and bespoke creative for the Japanese market.
- Website Ownership: Own and manage the Japanese version of the Keywords Studios website, ensuring content is up-to-date, culturally relevant, SEO-optimized, and aligned with global brand standards.
- Social Media: Manage and grow the local corporate social media channels (e.g., X/Twitter, LinkedIn, Facebook), handling community engagement and copywriting in Japanese.
- Events (TGS): Lead the planning and execution of major local events—specifically the Tokyo Game Show (TGS)—consulting with Group Marketing on budgeting, branding, and strategic objectives.
- Paid Media: Plan and execute paid media campaigns where appropriate to drive specific business goals, managing budgets and reporting on ROI.
Reporting, Analytics & Continuous Improvement
- Track KPIs including campaign performance, content utilization, and marketing-driven pipeline contribution.
- Asset Performance: Analyze data to understand the performance of specific creative assets and messages, providing insights that inform future design briefs and campaign strategies.
- Provide regular reporting to the Global Director of Marketing and Japan leadership team.
- Continuously identify opportunities to enhance Keywords’ brand presence and market impact in Japan.
Sales Support & Collaboration
- Collaborate with Sales to ensure that proposal materials, messaging, and presentations reflect a clear and consistent market position, tailored to client expectations in Japan.
- Offer strategic input for key opportunities when marketing perspective is helpful (e.g., positioning, storytelling, differentiators).
- Maintain a library of localized marketing assets, case studies, and pitch materials that Sales teams can easily access and deploy.
- Coordinate with Sales leadership to ensure marketing activities reinforce commercial priorities and upcoming initiatives.
Skills & Competencies
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Strategic Thinking: Ability to translate global and regional business objectives into actionable, localized marketing plans.
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Analytical Acumen: Strong capability in data interpretation, specifically regarding asset performance, campaign measurement, and ROI.
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Creative Collaboration: Ability to articulate creative needs clearly to design teams and manage the feedback loop to ensure high-quality output.
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Exceptional Interpersonal Skills: Strong relationship-builder with empathy, emotional intelligence, and the ability to collaborate effectively across functions and cultures.
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Strong Storytelling Ability: Confidence and clarity in shaping compelling narratives for Japanese audiences, both in written and verbal communication.
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Project Management: Excellent organizational skills, with the ability to manage multiple initiatives (e.g., TGS planning, website updates, and campaigns) simultaneously.
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Cross-Functional Collaboration: Comfortable working with diverse teams across Service Lines, regions, and disciplines.
Qualifications
Required
- Bachelor’s degree in Marketing, Business, Communications, or related field.
- 7+ years of marketing experience, ideally in gaming, entertainment, digital marketing, or technology sectors.
- Demonstrated success in developing and executing integrated marketing campaigns in Japan.
- Strong understanding of the Japanese games and entertainment landscape.
- Experience acting as a bridge between local needs and global creative teams (briefing designers, managing localization workflows).
- Experience managing corporate social media accounts and website Content Management Systems (CMS).
- Experience running and reporting on paid media campaigns.
- Native-level Japanese and business-level English.
Preferred
- Experience with creative agencies or marketing services related to LiveOps, publishing support, or digital content.
- Familiarity with game development, production, or B2B service marketing.
- Certifications in digital marketing, analytics, or campaign management.
Benefits
Role Information: EN
Studio: Keywords Studios
Location: Asia Pacific, Japan, Tokyo
Area of Work: Marketing
Service: Support services
Employment Type: Full Time, Permanent
Working Pattern: Hybrid
