Main Purpose of Job:

The jobholder will play a leading role in planning, delivering and optimising marketing and communications campaigns and activity in the Japanese market to deliver trade and investment growth for the UK in Japan. They will oversee the implementation of the UK’s Department of Business and Trade (DBT) marketing content and assets, ensuring they drive engagement and measurable outcomes across priority trade and investment sectors.

Working together with the Head of Marketing, the jobholder will plan and deliver marketing campaigns and produce collateral, working directly with external vendors and internal stakeholders to deliver integrated marketing activity aligned to UK government priorities. This includes supporting the Senior Head of Marketing in delivering paid media activity, using data, insights, and CRM tools to enable audience targeting and lead generation, and monitoring and evaluating campaign performance, as well as creating content to support these activities.

The role will involve close collaboration with teams across the Japan Network, particularly the DBT Japan team but also Foreign, Commonwealth and Development Office (FCDO) colleagues, GREAT Campaign Headquarters (the UK government’s international communication campaign) and the Regional Marketing Hub to understand organisational and campaign objectives and translate them into effective, insight-led marketing campaigns tailored to local Japanese audiences.

What the Jobholder will be Expected to Achieve:

Marketing and communications campaign delivery and localisation (50%):

• Support the delivery of integrated marketing campaigns for Japanese audiences (business, consumer and public sector).
• Develop clear and compelling, audience-focused marketing content across multiple channels (email, social, web, paid media, events).
• Localise DBT global campaign messages into relevant, high-impact marketing propositions for Japan.
• Collaborate with DBT sector leads and the regional hub to develop campaign ideas and secure marketing funding for business cases for DBT marketing funds (approx. £50,000/year for Japan).
• Manage delivery of successful marketing business cases, in strict alignment with procurement rules and budget controls.
• Support work with creative agencies and designers to produce high-impact marketing assets.
• Contribute to and support event delivery, e.g. design and management of stalls/pavilions.
• Ensure all marketing output aligns with brand guidelines and delivers consistent messaging and measurable outcomes.
• Monitor, evaluate and report on campaign performance.

Digital marketing and channel management (10%):

• Plan and deliver multi-channel digital marketing activity (across email, social, web updates paid media).
• Manage and optimise digital channels to increase reach, engagement and lead generation.
• Coordinate paid media campaigns with external partners to maximise ROI.
• Track, analyse and report on performance metrics (CTR, engagement, conversion rates), making recommendations for improvement.
• Support the development of new marketing channels and audience engagement approaches as priorities evolve.

Content creation (20%):

• Produce marketing and communications content for DBT Japan, including high quality photography, videography, video editing and subtitling.
• Maintain organised digital asset storage, ensuring b-roll and photography are archived and accessible for future use.

CRM management (10%):

• Become an expert in the CRM systems to support audience segmentation, campaign targeting and pipeline development.
• Use CRM insights to identify opportunities for lead generation, nurturing and conversion.
• Support colleagues in using CRM tools effectively for campaign delivery and performance tracking.

Wider team support (10%):

• Work collaboratively across the communications colleagues to share knowledge and provide cover during peak periods and absences.
• Support translation, proofreading and copy editing to ensure high-quality, accurate outputs.
• Occasionally support the Head of Marketing with regional (South Korea and Taiwan) DBT marketing work
• Contribute to Japan Network priority moments (e.g. VIP visits, major events) with coordinated marketing and content support.
• Ensure joined-up delivery across campaigns, events and priority moments.
• Lead on the DBT bimonthly newsletter and promotional activity with a focus on marketing objectives (conversion and engagement).

Resources managed (staff and expenditure): Occasional management of interns

• Experience delivering marketing campaigns and content for Japanese audiences
• Strong digital marketing skills (email, social media, paid media, content)
• Experience in audience targeting and campaign optimisation
• Ability to analyse data and use insights to improve marketing outcomes
• Strong stakeholder management and collaboration skills
• Creative thinking with a results-driven mindset

Language requirement:

This role requires written and spoken proficiency in both English and Japanese. fluency (minimum of C2 level for CEFR framework*) in one language and business level (minimum of high B2) in the other.

*Common European Framework of Reference (CEFR) for Languages sets the following mastery or proficiency levels:

• C2: Can understand with ease virtually everything heard or read. Can summarise information from different spoken and written sources, reconstructing arguments and accounts in a coherent presentation. Can express themself spontaneously, very fluently and precisely, differentiating finer shades of meaning even in more complex situations.
• B2: Can understand the main ideas of complex text on both concrete and abstract topics, including technical discussions in their field of specialisation. Can interact with a degree of fluency and spontaneity that makes regular interaction with native speakers quite possible without strain for either party. Can produce clear, detailed text on a wide range of subjects and explain a viewpoint on a topical issue giving the advantages and disadvantages of various options.