Open Roles Within Our Portfolio

Marketing Director, Tokyo Studio



Marketing & Communications
Tokyo, Japan
Posted on Tuesday, April 23, 2024

Come onboard and help shape how real world mobile games and apps are positioned and presented to the world. As Director of Marketing, Tokyo Studio, you will guide our product marketing strategies for all mobile apps being developed at our Niantic Tokyo Studio, Pikmin Bloom and Monster Hunter Now. Niantic’s mobile apps and games are distinct from typical apps, and so is our marketing strategy.

You’ll lead a team of skilled, savvy and hardworking marketers to conceptualize and develop impactful consumer-facing campaigns, lead all aspects of the marketing strategy for global franchises being built at our Tokyo Studio, and collaborate with executives, cross-functional teammates and external strategic business partners. And, most significantly, you’ll have tons of fun while doing it, contributing to Niantic's vision of enabling the "real-world metaverse" for consumers to authentically engage in and enjoy.


  • Create, drive and measure marketing campaigns and the corresponding impact they have on our broader business and product goals, ensuring online data and performance measurement is established upfront.
  • Lead the Tokyo Studio marketing team, working closely with both your product partners and regional marketing counterparts in the Americas and EMEA to solidify product positioning, author key messaging, and identify relevant target audiences that will provide the foundational components for both soft launch and global launch planning.
  • Define and implement go-to-market, engagement & retention strategies in close coordination with fellow marketing colleagues (i.e., Community Management, Performance Marketing, etc) and cross-functional partners such as Product Management, Business Development, Operations, Communications, Legal and PR.
  • Nurture relationships with key business partner executives in Japan, and drive global alignment on major marketing initiatives.
  • Build and manage the marketing budget for Tokyo Studio products. Conduct return on investment analyses on all campaigns and apply takeaways to future programs.
  • Assist business development teams in creative pitches to partners; help author and develop partner marketing programs.
  • Collaborate with cross-functional team members and stakeholders to cultivate strong working relationships with project team members, including regular and reliable attendance and participation in meetings.
  • Required in-office 3 days on Tuesday, Wednesday, and Thursday.


  • 14+ years of relevant marketing experience in areas, including:
  • Product positioning strategies that factor in market dynamics and user insights.
  • Paid media campaign strategy and management including creative development, agency selection, media planning & buying, campaign tracking and optimization.
  • Direct marketing, marketing program management, or marketing consulting.
  • Social media marketing.
  • Familiarity with community management, engagement and live event strategies a plus.
  • Guiding a team in a multi-cultural environment.
  • Experience working on a highly cross-functional team with ability to coordinate dynamic projects with internal and external partners.
  • Outstanding verbal and written communication skills in English and Japanese, with experience in developing and delivering executive-level presentations.
  • Deep understanding and passion for Niantic’s mission and values.
  • Ability to work in a fast-paced hybrid environment and handle stress appropriately and/or ability to solve practical problems and be sufficiently adaptable to handle dynamic situations with little advance notice.
  • Experience working on cross-functional teams with ability to communicate effectively through written and verbal communications, including synchronous interactions with others.

Join the Niantic team!

Niantic's global-scale augmented reality platform and digital map powers spatial computing experiences in the real world. Incubated out of the Maps team at Google, Niantic first created Ingress and then Pokémon GO, a cultural phenomenon and hit game played by tens of millions of people each month. Niantic’s Lightship platform powers Pokémon GO and other Niantic games including Pikmin Bloom, Peridot and Monster Hunter Now. Developers can now use Niantic Lightship and 8th Wall to build their own AR applications and WebAR experiences.

Niantic is an Equal Opportunity employer. We believe in encouraging a workplace where our people are supported and included. This environment is critical to crafting phenomenal products that our community will love. Our mission emphasizes seeking and hiring diverse voices, including those who are traditionally underrepresented in the technology industry, and we consider this to be one of the most important values we hold close.

Niantic is a hybrid first company. We believe that in-person interaction and collaboration cultivates creativity, a sense of community, and is crucial to our future success as a company. Our hybrid work schedules allow for a mix of remote and in-office work.

We're a hard-working, fun, and exciting group who value intellectual curiosity and a passion for problem-solving! We have growing offices located in San Francisco, Sunnyvale, Palo Alto, Bellevue, Kansas, London, Tokyo, Hamburg, Hyderabad, and Zurich. #LI-HYBRID