Marketing Lead, Product & Japan

Skills

About the Role

You will own two major areas at once: global product marketing across the full Startale product stack, and leadership of the Japan market. You will move between campaigns for global users and targeted strategies for crypto-native audiences, keeping a cohesive product narrative across segments and ecosystems. In Japan, you will be the decision-maker for how Startale lands and grows, building the brand for both business partners and individual investors, and building relationships with Japanese media and key stakeholders. You will work closely with Legal to understand the regulatory environment and translate it into clear guidance for the Product team and trustworthy marketing. You will collaborate cross-functionally with Product, BD, and ecosystem partners to take initiatives from concept to launch, starting as an individual contributor and building a Japan marketing team as the work scales.

Requirements

• Based in Japan and eligible to work in Japan
• Native-level Japanese
• Business-level or above English
• A startup mindset with ownership, speed, and comfort with ambiguity and a wide scope
• A proven marketing track record with real, demonstrable results
• ~8+ years of marketing experience, including leading marketing for a product or a market
• Product marketing across multiple product lines with ability to launch and scale products from zero to growth
• Comfort switching between consumer, developer, enterprise, and institutional messaging
• Track record marketing in and to the Japan market, across brand and growth
• Existing relationships with Japanese media and stakeholders, experience with PR, agencies, and earned media
• Experience building a brand for both business and consumer/investor audiences
• Experience marketing fintech or other regulated financial products
• Ability to work with Legal and translate regulation into product and marketing decisions
• Experience leading launches across Product, BD, ecosystem partners, influencers/KOLs, agencies, and media
• Comfort with the full growth funnel and product analytics and marketing KPIs
• Familiarity with crypto, stablecoins, or onchain financial products (nice to have)
• Hands-on experience with self-custodied wallets, DeFi, or onchain products (nice to have)
• Experience adjacent to investor relations or corporate communications (nice to have)

Responsibilities

• Own product marketing across all four products for a global user base including positioning, messaging, launches, campaigns, and growth
• Coordinate integrated campaigns across product lines and stakeholder groups
• Switch fluently between consumer, developer, enterprise, and institutional messaging
• Partner with Product to plan and execute campaigns, product launches, seasonal events, and retention initiatives for Startale App
• Drive user acquisition across organic, community, and paid channels
• Translate onchain behaviors into growth insights and product feedback
• Position Soneium within the competitive L2 landscape
• Lead co-marketing with partners, developers, and builders through launches, content, campaigns, events, and community programs
• Support go-to-market strategy for Startale USD and JPYSC stablecoins across consumer and institutional audiences
• Shape the narrative around stablecoin adoption, yield, transparency, and institutional infrastructure
• Partner with Product and BD on positioning, messaging, and launch strategy for Strium
• Contribute to market research, audience segmentation, content, and campaigns targeting institutional users and trading partners
• Own how every Startale product lands and grows in Japan and make calls on Japan positioning and go-to-market
• Represent the Japan market's needs inside a global company
• Build Startale's brand in Japan for business partners and individual investors
• Develop a coherent, trusted narrative across audiences and products
• Build and maintain relationships with Japanese media and key stakeholders
• Own earned media, manage PR agencies, and drive announcements, launches, and public presence in Japan
• Stay close to the Japanese regulatory environment for crypto, stablecoins, and financial products
• Work with Legal and translate regulatory realities into actionable guidance for the Product team
• Own the content calendar and write across formats from product and partnership announcements to long-form and social
• Measure campaign performance, growth, engagement, and onchain metrics and iterate based on data

Benefits

• Meaningful equity
• Unlimited time off
• Fully remote and flexible work
• Annual global workations
• Premium tools including AI