Promo Lead

Pocket FM is seeking a Promo Lead to join our Japan Marketing team and lead the strategy, creation, localization, and optimization of promotional creatives for the Japanese market. This role will oversee the development of high-performing acquisition assets across Meta, Google, TikTok, YouTube, and other digital marketing channels, helping drive subscriber growth through compelling, performance-driven creative.

As the Promo Lead, you'll manage writers, editors, and creative collaborators to produce engaging promotional content while partnering closely with Performance Marketing to continuously test, analyze, and improve campaign performance. You'll help establish scalable creative systems, identify winning messaging patterns, and ensure all promotional assets are culturally authentic and optimized for Japanese audiences.

This is an exciting opportunity for a creative marketing leader who thrives at the intersection of storytelling, advertising, and performance marketing, and is passionate about building scalable creative systems in a fast-paced entertainment company.

• Own the creative strategy for user acquisition campaigns across Japan, developing promotional assets for Meta, Google, TikTok, YouTube, and other digital channels.

• Build testing roadmaps that explore new hooks, openings, messaging, story structures, formats, and creative concepts to continuously improve campaign performance.

• Adapt and localize high-performing promotional creatives from global markets while ensuring they resonate authentically with Japanese audiences.

• Oversee the end-to-end localization process, including copy adaptation, dubbing, editing, creative review, and final asset delivery.

• Establish and maintain high creative standards across storytelling, language quality, pacing, visual execution, and technical production.

• Lead promo writers, video editors, and creative collaborators to deliver a consistent pipeline of high-quality creative variations.

• Develop creative frameworks for effective hooks, compelling openings, character introductions, cliffhangers, emotional storytelling, and conversion-focused messaging.

• Manage creative production timelines, review cycles, workflow processes, and resource planning to ensure efficient delivery.

• Partner closely with Performance Marketing to evaluate creative performance and identify opportunities for optimization.

• Analyze campaign metrics including customer acquisition cost (CAC), conversion rates, watch time, engagement, audience drop-off, and other funnel performance indicators.

• Translate performance insights into actionable creative direction, rapidly iterating on successful concepts and scaling winning creative patterns across campaigns.

• Support hiring, onboarding, coaching, and performance development for creative team members while fostering a culture of experimentation, ownership, and continuous improvement.

• Collaborate cross-functionally with Marketing, Creative, Production, Product, and other stakeholders to ensure promotional campaigns support broader business objectives.

• Professional experience in creative strategy, advertising, copywriting, performance marketing, digital content, or promotional content production.

• Experience leading writers, editors, video production teams, creative studios, or cross-functional creative teams.

• Strong understanding of performance creative development for paid social, digital advertising, and user acquisition campaigns.

• Experience producing or optimizing video advertising for platforms such as Meta, YouTube, TikTok, Google Ads, or similar digital channels.

• Familiarity with performance marketing platforms, attribution methodologies, conversion tracking, and creative testing frameworks.

• Strong understanding of storytelling fundamentals, audience psychology, hooks, pacing, emotional triggers, and conversion-focused messaging.

• Experience localizing creative content and adapting campaigns for Japanese audiences with strong cultural awareness and language quality.

• Ability to manage multiple campaigns, creative projects, stakeholders, and production timelines simultaneously in a fast-paced environment.

• Strong analytical skills with the ability to interpret campaign performance data and translate insights into stronger creative execution.

• Excellent communication, collaboration, and project management skills with the ability to work effectively across marketing, creative, production, and business teams.

• Experience in entertainment, gaming, media, streaming, audio, web fiction, creator platforms, or other consumer content businesses is highly preferred.

• Passion for storytelling, creative experimentation, and building high-performing marketing campaigns that engage and grow audiences.