Head of Marketing - Japan
Since the 1930s, the way we commute, socialise and even how we make payments have changed, and yet our fundamental approach to the healthcare system hasn't.
At Ordinary Folk, we're reimagining the building blocks of healthcare, through Noah & Zoey. Noah allows men to receive remote diagnosis and treatment across varying areas of care. Through Zoey, women's sexual wellness and fertility journeys are supported with thoughtful products and services.
About the roleWe're looking for a Head of Marketing - Japan to build our Japan market from the ground up. This is a high-ownership role for someone who wants full accountability over a market — no handoffs, no shared decision-making, just a clear mandate to build a sustainably profitable acquisition engine for Japan.
What you'll do- Take full ownership of all marketing activity in Japan — this is your market to build and run end to end.
- Plan, execute, and optimise full-funnel paid acquisition across Meta, Google, YouTube, LINE, TikTok JP, and emerging channels, owning creative testing, landing page optimisation, and new customer acquisition cost (nCAC).
- Develop messaging and creative that resonates with Japanese consumers, navigating men's health stigma, shame culture around sensitive conditions, and healthcare advertising regulations — all in native Japanese.
- Identify which conditions and brand combinations to prioritise for Japan, assessing opportunity size, competitive landscape, and go-to-market sequencing across our product portfolio.
- Build and lead a Japan marketing team as the market scales.
- Develop strategies for Japan-specific channels — LINE, Yahoo Japan, Hikaku sites, Japanese SEO, and the JP influencer/KOL landscape — as core growth drivers, not afterthoughts.
- Own Japan nCAC, ROAS, and revenue targets, with full accountability for building a profitable acquisition engine.
- Native-level Japanese proficiency and strong business English — non-negotiable, given the depth of cultural and linguistic nuance this role demands.
- 5+ years of experience in full-funnel digital marketing, with direct ownership of performance metrics (nCAC, ROAS, revenue).
- Hands‑on experience with Japan's marketing ecosystem (LINE, Yahoo Japan, Hikaku sites, JP SEO, KOL landscape) and familiarity with regulated‑advertising categories such as healthcare or wellness.
- Entrepreneurial, self‑directed mindset — you don't need an existing playbook to get moving.
- Experience hiring and leading a team, or readiness to do so as the market scales.
- Strong analytical skills, translating data into creative and channel decisions.
- Based in Singapore, with willingness to travel to Japan for market immersion and partner meetings.
Our mission is to revolutionise the way people access medical treatment. We've built brands tailored to the differing needs of people across diverse Asian cities, and delivered healthcare solutions the modern way — online and to your doorstep. Working with medical professionals in each country, who are armed with decades of expertise in their specialised fields, allows us to tailor treatment plans that work for the broad range of individual needs for their local populations.
Looking for the highlights?
- We're one of the fastest‑growing healthcare companies in Asia.
- You’ll be working alongside team members who've joined us from companies like BBH, Grab, Unilever, Ogilvy and IDEO.
- Join a team of 40 on the ground floor of an exciting start‑up ready to blast off.
- Employee equity scheme giving you a share in the company and the work we do.
We're not your stereotypical healthcare company. We're a bunch of creatives, entrepreneurs and tech‑driven individuals from a wide range of cultural backgrounds — all with a focus on delivering better health to people. While our broader team is based around Asia, this role is based in our Singapore office, working closely with cross‑functional teams across the region. We also hate overbearing managers — at Ordinary Folk, the best ideas, not the manager's ideas, win. Life moves pretty fast around here because speed and execution matter more than anything else. But we believe that the A+ players at Ordinary Folk need and deserve the freedom to contribute their best to the company so they can help keep our trajectory on the up.
Contact and apply to [email protected]
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