We’re all marketers now, right?

True, marketing has become an umbrella term for all activities that involve the selling of goods and services. But a real definition of marketing would focus on a few key jobs in particular.

A Marketing Manager or Marketing Director is responsible for everything from positioning a brand to targeting the right consumers with the right message. This role interfaces with the product and sales teams and also manages the selection of agencies and vendors. In larger organisations, the same role may be performed by several Brand Managers.

While most marketing positions are in companies (‘client-side’), some functions may be outsourced to advertising or research agencies. The role of an agency Strategic Planner, for example, is to uncover the secrets of consumer behaviour and deliver these as insights for the client or creative team. Some planners do their own research, while others outsource this to a research agency.

Within marketing, you will also find an enormous range of specialised roles like Partner Marketing Manager and Customer Relationship Manager. In fact, think of almost anything a marketer does and a job title will exist for it somewhere.

Where to look for marketing jobs in Japan

Most global brands doing business in Japan have a local marketing team headed up by a Marketing Director. These people report to global or regional head office, so business-fluent English is a must. Meanwhile, Marketing Managers will spend most of their time dealing with local agencies and retail partners, so business-level Japanese is essential, plus some English for internal communications.

Japanese companies have also turned their sights on the global marketplace and are employing more diverse workforces as a result. Firms like Rakuten and Shiseido have made headlines by adopting English as their official language, though changes to company culture need much longer to take effect. Working for a Japanese company provides a different level of cultural immersion, both good and bad.

Global advertising agencies with a strong presence in Tokyo include McCann, Ogilvy and TBWA, and these agencies employ Strategic Planners and Media Planners to help brands connect more deeply with Japanese consumers. Unlike some other markets which get ushered under the APAC umbrella, Japan is recognised as having distinct consumer behaviours that require a more tailored marketing approach.

The typical entry requirement for a marketing job in Japan is at least three years of relevant experience plus business-level Japanese and English. Some firms offer graduate training programmes, but mid-career recruitment is the norm for specialised roles.

One problem most of our clients face is a desperate shortage of bilingual marketing specialists in areas like ecommerce, customer experience, and data analysis. If your skills are among those in high demand, then making an effort to learn the language – at least enough to join an internal meeting – will definitely open the doors of opportunity in Japan.

How to get a marketing job in Japan

Let’s start by busting a few myths. Japan has millions of open jobs, but that doesn’t mean finding one is easy. For a start, most jobs require communication in Japanese, which is why Japanese-English bilinguals are always in such high demand.

If you speak both Japanese and English to business level, then the only thing holding you back is the right connections. That’s because many open jobs in Japan are filled by recruiters or personal referrals, not by job ads. In a culture where the power of introductions goes a long way, companies in Japan are more likely to meet candidates introduced by a trusted source. So connect with a recruitment agency that specialises in your industry to unlock hidden jobs and give yourself the best possible chance of landing one.

Here’s another thing we can’t stress enough: it’s extremely difficult to land a marketing job when applying from outside Japan. Unless you’re a Japanese national looking to return home, you’re more than likely wasting your time. Employers generally aren’t interested in people just starting out on their ‘Japan journey’. The vast majority will prioritise candidates already based in Japan (preferably Tokyo) who can speak some Japanese and attend an interview in person.

So if you’re not already in Japan, your best option is to base yourself here long enough to explore the job market. This can be done by visiting on a tourist visa, applying for a company transfer (if your current employer has a Japan office), taking a less-than-ideal job that sponsors a visa (changing employers later is a relatively easy task), or by enrolling on a master’s degree or language course (part-time work is permitted on a student visa). Be patient: it may take anywhere from three months to a year to find the right opportunity to progress in your career.

Foreign marketers in particular need to be proactive about getting their skills noticed and hitting the streets in pursuit of opportunities. Freelance marketing work is slowly becoming a thing in Japan, so it’s possible to make a living by building up a client base. But for tapping into full-time opportunities with global brands and agencies, a well-connected recruiter is your friend.

There are, of course, many ways to get a job in Japan, and these are just some general guidelines. Market trends and hiring activity may change from time to time, but some advice remains timeless: Be present, be humble, be patient, learn the language, and make local connections. Information correct at time of publishing. Last updated: Nov 2019

We hope you enjoyed this guide. Considering a career change in Japan? Then let’s connect. We recruit for a wide range of marketing jobs with consumer brands, advertising agencies and consulting firms. See the latest job openings or get in touch to let us know you’re looking.

What They Say

“Thanks to AP Global Talent, I could find my ideal position working for a European company. I would not be where I am today without their support and guidance.”

Ecommerce Manager at global apparel company in Tokyo