Field Marketing Manager

This is a fully remote position, open to applicants in Japan.

📋 Description

• Take ownership of and implement the field marketing strategy for Japan throughout the entire GTM funnel, from PR and brand development to pipeline generation, acceleration, and support for late-stage deals.

• Create and execute integrated marketing campaigns in collaboration with the APJ Demand Creation HUB, utilizing channels such as email, social media, paid advertising, content syndication, and digital marketing.

• Direct executive engagement initiatives in Japan, including roundtable discussions, CxO-level gatherings, and account-based marketing strategies that reflect the trust-centric nature of Japanese enterprise purchasing.

• Formulate and implement partner marketing strategies alongside key channel and alliance partners in Japan, fostering joint pipeline creation and co-selling opportunities.

• Manage PR and communication efforts in Japan, collaborating with regional PR teams to enhance Twilio's brand reputation and thought leadership in the marketplace.

• Design and execute a range of demand generation initiatives, encompassing both physical and digital events, webinars, outbound prospecting campaigns, account-based marketing (ABM) strategies, and content-driven nurture programs.

• Utilize intent data and signal-based marketing tools (e.g., 6sense) to identify priority target accounts, time campaigns effectively, and direct marketing investments toward active buyers.

• Collaborate closely with the Japan SDR team to ensure seamless lead transfers, campaign follow-up alignment, and continuous feedback loops that enhance lead quality and conversion rates.

• Partner with Account Executives to facilitate late-stage pipeline acceleration, including tailored account-level initiatives, customized content, and customer reference efforts that assist in progressing deals to closure.

• Localize and modify global and regional campaign materials, messaging, and content (with agency assistance) for the Japanese market, ensuring cultural and linguistic appropriateness across all platforms.

• Employ AI-driven marketing tools to boost productivity and campaign effectiveness, including AI-assisted content creation, performance analysis, audience segmentation, and large-scale personalization.

• Evaluate the performance of campaigns, programs, and tactics using CRM and BI tools, maintaining a consistent reporting and communication flow with key stakeholders regarding Japan field marketing outcomes, insights, and optimization strategies.

• Assess market and segment requirements using data to identify effective and ineffective elements in current demand generation strategies, adjusting plans and investments as necessary.

• Work with Marketing Operations to oversee and enhance marketing automation workflows, ensure precise data capture, and uphold lead routing accuracy within Marketo and Salesforce.

• Discover opportunities to enhance marketing effectiveness through improved targeting, refined processes, and smarter technology and automation utilization.

• Act as the primary marketing liaison for the Japan sales team, gathering field insights, relaying information to corporate and regional marketing, and ensuring the GTM strategy aligns with market demands.

• Collaborate across functions with the APJ Demand Creation HUB, regional product marketing, and regional PR teams to guarantee Japan's representation in regional and global program planning and timelines.

• Manage external vendors, creative agencies, event production partners, and media partners to ensure programs are delivered punctually, within budget, and aligned with brand standards.

• Contribute to website localization and provide input for technical marketing systems, consistently advocating for the needs of Japanese customers and developers within the broader APJ marketing framework.

⛳️ Requirements

• A minimum of 7-10 years of experience in B2B field marketing, demand generation, or integrated marketing communications, with a proven history of executing programs in the Japanese market.

• Demonstrated success in designing, executing, and optimizing brand-to-revenue GTM initiatives, including PR and branding, demand generation, ABM, pipeline acceleration, and partner marketing.

• Strong commercial insight with the capability to link marketing activities directly to pipeline and revenue results, and to communicate this connection effectively to sales stakeholders.

• Experience collaborating closely with a sales organization and/or SDR/BDR teams to align marketing efforts with revenue objectives and facilitate late-stage pipeline advancement.

• Proven experience in planning and executing in-person and virtual events in Japan, including managing agencies, venues, logistics, and post-event lead management.

• Practical experience with account-based marketing strategies targeted at enterprise or mid-market clients.

• Proficient in marketing automation tools (Marketo) and CRM systems (Salesforce).

• Familiarity with Business Intelligence tools such as Tableau or Looker for analyzing campaign performance and reporting results.

• Comfortable utilizing AI-driven tools to boost marketing productivity, including AI-enhanced content creation, campaign optimization, audience targeting, and performance evaluation.

• Knowledge of intent data and signal-based marketing platforms (e.g., 6sense, Bombora) to assist in account prioritization and demand timing.

• Exceptional relationship-building and collaboration abilities, with the capacity to work across functions in a matrixed, decentralized environment involving sales, marketing, and partner organizations.

• Business-level proficiency in both English and Japanese, with full professional fluency in written and spoken forms.

• Deep understanding of Japanese business culture, including insights into enterprise relationship-building practices and consensus-driven decision-making processes.

• Willingness to travel up to 30% within Japan and occasionally across the APJ region.

🏝️ Benefits

• Competitive salary

• Generous vacation time

• Comprehensive parental and wellness leave

• Healthcare coverage

• Retirement savings plan

• And much more