About this role
Directing Waymo's market entry in Japan involves shaping local strategy across brand building, product positioning, and targeted audience outreach while partnering closely with global creative, media, and growth teams. This practitioner will develop integrated campaigns alongside local agencies, guide media strategy and budgets, and establish co-marketing guidelines with regional partners to increase brand trust and ridership. Utilizing consumer research, cultural insights, and feedback from product and regulatory teams, the individual will align messaging for long-term scalability and eventually recruit and manage a high-performing local team.
Operating within an autonomous driving technology company dedicated to expanding mobility through the Waymo Driver, this position sits at the intersection of complex consumer technology and regional market dynamics. The organization relies on this leadership to translate advanced transportation systems into locally resonant experiences for Japanese consumers. Success in this capacity demands extensive marketing expertise, strategic adaptability, and the cross-functional capability to bridge international product goals with nuanced local execution.
What you will do
- Lead marketing strategy for the Japanese market spanning brand development, product positioning, and audience targeting in partnership with global teams.
- Collaborate with Japan-based agencies to build integrated campaigns, guiding creative direction, media strategy, budgeting, and performance management.
- Establish and implement co-marketing guidelines with local partners to enhance brand awareness, trust, and rider adoption.
- Utilize consumer research, cultural context, competitive dynamics, and product feedback to inform ongoing marketing strategies.
- Coordinate with product, operations, policy, and regulatory teams to ensure consistent messaging and effective scaling.
- Recruit, hire, and oversee a high-performing Japan-based marketing team over time.
What you need
- Fifteen or more years of experience in brand, product, or partner marketing within a B2C technology or app-based company.
- Demonstrated history of driving customer adoption for new or complex consumer products.
- Comprehensive familiarity with the Japanese consumer landscape, including local needs, culture, and creative expectations.
- Native-level Japanese proficiency alongside business-level English communication skills suited for executive-level engagement.
- Background in managing external agencies, establishing key performance indicators, and maintaining accountability for budgets and campaign results.
- Availability to travel at least quarterly to the San Francisco Bay Area for training and collaboration with the global team.
Nice to have
- Experience at a ride-hailing, automotive, mobility, or marketplace company.
- Experience launching or scaling products in international markets while maintaining global brand values.
- Ability to balance long-term strategy with hands-on execution in a dynamic or evolving market environment.
- A portfolio of impactful consumer-facing marketing campaigns targeted toward Japanese audiences.
- Strong leadership, communication, negotiation, and people management skills.
Questions candidates ask
What is the work schedule for this position?
The role follows a hybrid work schedule based in Tokyo, Japan.
Who does this position report to?
The marketing lead reports directly to the Head of Marketing.
Is travel required for this role?
Yes, candidates must be willing to travel at least quarterly to the San Francisco Bay Area for training and collaboration with the global team.