Field Marketing Manager, Japan

See yourself at Twilio

Join the team as our next Field Marketing Manager in Japan

About the job

As the Field Marketing Manager for Japan, you will report to Twilio's VP of Marketing, APJ, and own the end-to-end field marketing motion for one of our most strategically important growth markets in the region. You will be responsible for designing and executing a brand-to-revenue GTM strategy that spans the full funnel, from building market presence and brand credibility through PR and executive engagement, through to driving pipeline creation, acceleration, and deal closure in close partnership with our Japan sales team.

This is a high-impact, high-autonomy role suited to an experienced field marketer who is equally comfortable shaping strategy and rolling up their sleeves to execute. You will have access to central regional resources, specialist agencies, and the APJ Demand Creation HUB to amplify your efforts, but you will be the primary marketing voice and driver for Japan.

The Opportunity

Japan is a market that rewards precision, nuance, and cultural intelligence. In this role, your impact will go far beyond campaign execution. You will have the opportunity to deeply understand the Japanese enterprise buying journey, build high-trust relationships with sales leadership and key partners, and apply your commercial acumen to directly connect marketing activity to pipeline and revenue outcomes.

You will lead the Japan field marketing function across the full Brand-to-Revenue spectrum: building brand awareness and thought leadership, generating and nurturing demand, accelerating opportunities through targeted pipeline programs, and partnering closely with SDRs and Account Executives to support deal progression through to close. You will also be a critical link between the Japan GTM team and Twilio's regional and global marketing functions, ensuring Japan's needs are represented and its programs are built on the best available assets, data, and capabilities.

You are a creative and analytical thinker, a skilled collaborator, and an experienced operator who can manage multiple concurrent programs without losing sight of the commercial outcomes that matter.

Responsibilities

Twilio seeks a Field Marketing Manager who lives the Twilio Magic and has a demonstrated track record of building and executing brand-to-revenue GTM programs in the Japanese market. The desired individual will:

• Own and execute the Japan field marketing plan across the full GTM funnel: from PR and brand-building activities through to pipeline creation, acceleration, and late-stage deal support.
• Design and deliver integrated marketing campaigns in partnership with the APJ Demand Creation HUB, spanning email, social, paid media, content syndication, digital advertising, and paid advertorial channels.
• Lead executive engagement programs in Japan, including executive roundtables, CxO-level events, and account-based relationship marketing initiatives that reflect the trust-based nature of Japanese enterprise buying.
• Develop and execute partner marketing programs in collaboration with key Japan channel and alliance partners, driving joint pipeline and co-selling opportunities.
• Oversee PR and communications activities in Japan, working with regional PR resources to build Twilio's brand credibility and thought leadership in the market.
• Plan and deliver a portfolio of demand generation programs including physical and digital events, webinars, outbound prospecting campaigns, account-based marketing (ABM) programs, and content-led nurture programs.
• Leverage intent data and signal-based marketing tools (e.g. 6sense etc.) to prioritize target accounts, time campaigns effectively, and ensure marketing investment is focused on in-market buyers.
• Work closely with the Japan SDR team to ensure strong lead handoff, campaign follow-up alignment, and ongoing feedback loops that improve lead quality and conversion rates.
• Partner with Account Executives to support late-stage pipeline acceleration: including targeted account-level programs, bespoke content, and customer reference activities that support deal progression through to close.
• Localise and adapt global and regional campaign assets, messaging, and content (with agency support) for the Japanese market, ensuring cultural and linguistic relevance across all touchpoints.
• Use AI-powered marketing tools to enhance productivity and campaign effectiveness: including AI-assisted content creation, campaign performance analysis, audience segmentation, and personalization at scale.
• Analyze campaign, program, and tactic performance using CRM and BI tools, maintaining a regular reporting and communications cadence with key stakeholders on Japan field marketing results, learnings, and optimization actions.
• Prioritize market and segment needs using data, identifying what is working and what is not in current demand creation plans, and adjusting strategy and investment accordingly.
• Collaborate with Marketing Operations to manage and optimize marketing automation workflows, ensure accurate data capture, and maintain lead routing integrity within Marketo and Salesforce.
• Identify opportunities to improve marketing effectiveness through better targeting, improved processes, and smarter use of technology and automation.
• Serve as the primary marketing business partner to the Japan sales organization: gathering field intelligence, communicating back to corporate and regional marketing, and ensuring the GTM plan reflects what the market needs.
• Work cross-functionally with the APJ Demand Creation HUB, regional product marketing, and regional PR teams to ensure Japan is represented in regional and global program planning and roadmaps.
• Manage third-party vendors, creative agencies, event production partners, and media partners to deliver programs on time, on budget, and on brand.
• Contribute to web localization and technical marketing system input, always representing Japan customer and developer needs within the broader APJ marketing infrastructure.

Qualifications

Twilio values diverse experiences from all kinds of industries, and we encourage everyone who meets the required qualifications to apply. If your career is just starting or hasn't followed a traditional path, don't let that stop you from considering Twilio. We are always looking for people who will bring something new to the table!

*Required:

• At least 7-10 years of experience in B2B field marketing, demand generation, or integrated marketing communications, with a demonstrable track record of executing programs in the Japanese market.
• Proven success designing, executing, and optimising brand-to-revenue GTM programs: spanning PR and brand, demand generation, ABM, pipeline acceleration, and partner marketing.
• Strong commercial acumen with the ability to connect marketing activity directly to pipeline and revenue outcomes, and to articulate that connection clearly to sales stakeholders.
• Experience working closely with a sales organisation and/or SDR/BDR teams to align marketing activities to revenue goals and support late-stage pipeline progression.
• Experience planning and delivering in-person and virtual events in Japan, including managing agencies, venues, logistics, and post-event lead management.
• Hands-on experience with account-based marketing programs targeting enterprise or mid-market accounts.
• Proficiency with marketing automation tools (Marketo) and CRM tools (Salesforce).
• Experience with Business Intelligence tools such as Tableau or Looker for campaign performance analysis and reporting.
• Comfortable leveraging AI-powered tools to enhance marketing productivity, including AI-assisted content creation, campaign optimisation, audience targeting, and performance analysis.
• Familiarity with intent data and signal-based marketing platforms (e.g. 6sense, Bombora) to support account prioritisation and demand timing.
• Excellent relationship-building and collaboration skills, with the ability to work cross-functionally across sales, marketing, and partner organisations in a matrixed, decentralised environment.
• Business level Full professional fluency in both English and full fluency in Japanese written and verbal.
• Deep cultural fluency in Japanese business practices, including an understanding of enterprise relationship-building dynamics and consensus-based decision-making processes.
• Willingness to travel up to 30% within Japan and occasionally across the APJ region.

Desired:

• Experience in a CPaaS, SaaS, or cloud-based communications technology business.
• Experience with partner or channel marketing programs in Japan, including SI, distributor, or alliance partner GTM.
• Familiarity with Twilio's products and platform.
• Experience creating and managing digital content assets such as whitepapers, eBooks, and sponsored webinars in partnership with Japanese media partners.
• Experience working in a high-growth, fast-paced B2B SaaS environment with a regional or global marketing structure.

Location

This role will be remote, and based in Japan.

Travel

We prioritise connection and opportunities to build relationships with our customers and each other. For this role, approximately 30% travel is anticipated to help you connect in-person in a meaningful way across Japan and the broader APJ region.

What We Offer

Working at Twilio offers many benefits, including competitive pay, generous time off, ample parental and wellness leave, healthcare, a retirement savings program, and much more. Offerings vary by location.