Marketing Job in Japan

As a marketing professional, you’ve probably spent years honing your skills and adding to your experience. Now you are set to take your career to an exciting new level by moving to Japan for a marketing role. The growth opportunities in Asia are huge, and Japan is the innovation center for global brands. However, navigating the Japanese job market as an outsider can be difficult. With proper preparation and persistence, you can definitely achieve your goal of securing a market position in Japan next year.

If you follow the main steps outlined here and stay focused, you will be able to achieve your dreams as a marketer in Japan in 2023. Success is within your reach if you are willing to put in the effort. A new career adventure awaits.

Benefits of a Marketing Job in Japan in 2023

As a marketing professional in 2023, working in Japan offers many advantages!

  • Exposure to a new culture: Living and working in Japan exposes you to a traditional yet innovative culture.
  • Career development: Marketing roles in Japan often offer opportunities for rapid career growth and advancement to management positions.
  • Better job security: Bilingual marketing professionals are in high demand in Japan. Fluency in English and Japanese combined with marketing skills makes you an attractive job seeker with good career prospects.
  • Higher compensation: Salaries for marketing professionals in Japan are often higher than in other parts of the world.
  • New challenges: The Japanese market offers unique challenges that push you out of your comfort zone. You will learn new marketing channels, tools and strategies to keep your skills sharp.
  • Network expansion: Professional networking in Japan connects you with influential marketers and thought leaders. These relationships lead to new collaborations, mentoring and career opportunities.

Salary Expectations for Marketing Roles in Japan

To get a marketing role in Japan in 2023, you must have reasonable salary expectations. According to the latest research, the average annual salary of a marketing manager in Japan is about 7-12 million yen ($63,000-108,000). Salaries vary significantly based on factors like:

  • Experience and qualifications: Those with 5-10 years of experience and relevant degrees or certifications can expect a higher salary. Entry-level roles can start at around ¥5-7 million (US$45,000-63,000).
  • Company size and field of activity: Salaries tend to be higher in large multinational companies, technology companies and financial companies. Smaller local businesses and non-profit organizations often have lower wages.
  • Location: Marketing roles in Tokyo and other large cities typically pay 10-30% more than similar jobs in smaller cities and rural areas due to the higher cost of living and competitiveness.
  • Responsibilities and performance: Senior marketing managers, directors and managers with executive responsibilities can earn 10 million yen ($90,000) or more. Top performers who consistently meet key performance indicators may also receive annual bonuses and salary increases.

Requirements and Qualifications to Land a Marketing Job in Japan

To get a marketing job in Japan in 2023, you need to meet several basic requirements and qualifications.

Applied degree and experience

We are looking for a bachelor’s degree in marketing, communication, etc. Some positions may require a master’s degree. In addition to education, most companies want candidates with 3-5 years of experience in social media marketing, content production, email marketing, or market research.

Language Proficiency

Proficiency in both English and Japanese is usually required for marketing positions in Japan. Some positions may require native or near-native Japanese. Strong writing and communication skills in both languages ​​are essential.

Knowledge of Japanese marketing

Understanding the Japanese market industry and consumer base is key. Knowledge of successful marketing campaigns in Japan and trends in areas such as social media, influencer marketing and mobile marketing is beneficial.

Soft skills

Some soft skills are especially important when working in Japan, including adaptability, patience and respect. Strong communication skills, creativity and problem-solving skills are also valued. Marketing roles require skills such as project management, teamwork and the ability to work under pressure.

The Best Cities in Japan for Marketing Jobs


As the capital of Japan, Tokyo is an important center of business and marketing work. Many international companies, including Google, Apple and Coca Cola, have their Asia-Pacific headquarters in Tokyo. Marketing roles here may focus on regional marketing strategy, brand management, and public relations.


Osaka is Japan’s second largest city and a major commercial center. It is known as a very entrepreneurial city, with many startups in industries like biotech, robotics, and renewable energy. Osaka is also a hub for marketing jobs in the video game, animation, and film industries. The lower cost of living in Osaka compared to Tokyo is appealing for many young marketing professionals.


Fukuoka is a fast-growing city on the southern island of Kyushu. It has a thriving startup scene, especially in healthcare, education, and tourism. Fukuoka aims to become a global hub for startups and innovation in Asia. Marketing roles here may focus on content creation, social media management, and community building.


Day-to-Day Responsibilities of a Marketing Role in Japan

As a marketing professional in Japan, your day-to-day work will focus on developing and executing strategies to promote your company’s products and services to customers.

Conducting Market Research

  • Analyzing trends in the industry and target demographic
  • Surveying customer opinions and needs
  • Identifying key competitors and evaluating their marketing strategies

Developing a Marketing Plan

  • Establishing objectives and key performance indicators (KPIs)
  • Determining a target audience and key messaging
  • Selecting appropriate channels and campaigns to reach customers
  • Creating timelines and budgets for marketing initiatives

Managing Campaigns and Content

  • Overseeing the creation of content like blog posts, social media posts, emails, and ads
  • Monitoring campaign performance and making optimizations to improve results
  • Coordinating with agencies and internal teams to execute campaigns on time and on budget

Reporting and Analysis

  • Reviewing campaign metrics and KPIs to determine effectiveness
  • Presenting reports on marketing performance to key stakeholders
  • Making data-driven recommendations for future marketing plans and budgets

Staying Up-to-Date with Trends

  • Continuously learning about new tools, technologies, and strategies in digital marketing
  • Adapting marketing plans to leverage trends that will resonate most with your target customers
  • Evolving your skills and knowledge through courses, certifications, and hands-on experience

Job Requirement



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