Head of Marketing - Japan

About the role

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. We'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.

Responsibilities

• 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.
• What we're looking for from you
• 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.
• Why join Ordinary Folk?
• 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.
• What is working at Ordinary Folk like?
• Contact and apply to jobs@ordinaryfolk.health

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