Go-to-Market (GTM) Manager (Japan/Asia)
Location: Tokyo, Japan (must be based in Japan)
Reports to: Head of Marketing & Growth
About Startale
Startale Group is a Japan-born global startup in onchain finance (Web3/blockchain), on a mission to build the next civilization by bringing the world onchain. We're vertically integrated by design — the chain (Soneium, our Ethereum L2 with Sony Block Solutions Labs; Strium with SBI), the currency (JPYSC stablecoin), onchain finance infrastructure, and the consumer super-app that ties it together, Startale App.
- Raised ~¥10B (~$65M) in Series A from Sony, SBI and others
- Startale App: 210,000 monthly users
- At WebX (July 2026) we announced Startale OFK (onchain finance infrastructure) and the Visa-enabled Startale Card
- ~65 people across 20 nationalities; English is our working language
The world is moving from paper to online to onchain. We're building the products that make that shift usable for everyone — and Startale App is where real users meet it.
About the Role
We're hiring a Go-to-Market (GTM) Manager to own how Startale App reaches, converts, and keeps users. This is a product-growth role, not a communications or PR role: you live in the funnel, the experiments, and the metrics. You'll take payments products and features to market, decide who they reach first and what makes them stick, and help create onchain financial products that people use every day.
Startale App is early, growing fast, and aimed at millions of users. You'll help build the growth engine from an early stage.
Priorities shift with the market and with regulation, and you will often be directly involved in choosing what a good strategy looks like. In your first six months you might:
- Identify core regions for Startale App to expand in.
- Plan and run various product launches such as the Startale Card in Japan and other key markets
- Have a firm understanding of demand and needs of users in core regions, and provide product optimisation feedback to drive onboarding and conversion.
- Run a campaign tied to a real spending moment, and measure impact against company OKRs.
What You'll Do
Payments & Card Growth
- Drive adoption of the Visa-enabled Startale Card: acquisition, activation, first transaction, and repeat usage.
- Grow stablecoin payments and on- and off-ramp usage, and treat conversion at each step as a number you own.
- Build campaigns around real spending moments, including yen-dollar settlements.
- Bring proven playbooks from crypto card programs and exchange growth teams, and adapt them to Japan.
Growth Marketing
- Run acquisition, activation, engagement, and retention across organic, community, and paid channels.
- Partner with Product to sharpen onboarding and the end-to-end user journey.
- Find the leverage points across the lifecycle and push conversion up continuously.
- Design and run experiments and A/B tests, and let the results decide.
Product Marketing
- Turn technical product updates into content users understand and act on — landing pages, blog, email, social, in-app, and announcement copy.
- Run competitive research and user insights to keep positioning sharp.
Analytics & Experimentation
- Measure launch and campaign performance against product growth metrics and onchain metrics, not vanity numbers.
- Add payments to the scorecard: card activation, transaction frequency, and on-ramp conversion sit next to user growth.
Regulatory-Aware Delivery (Japan)
- Stay current on crypto and financial-product regulation in Japan, and engage directly with the regulatory/compliance side.
- Partner with Product to translate those requirements into go-to-market, messaging, and campaigns that can actually ship in Japan.
- Find the compliant, Japan-viable way to deliver each launch — so growth keeps moving without hitting regulatory friction late.
Cross-functional Collaboration
- Work day-to-day with Product Managers, Designers, and Community to ship launches that land.
- Keep messaging and experience consistent across the product and every channel.
Must-Have
- 4–7 years in Product Marketing, Growth Marketing, or Digital Marketing for a digital product (ideally a consumer fintech, payments, or crypto app).
- Native-level Japanese and business-level English (English is the internal language).
- You've launched digital products or features end-to-end — plan through execution — and can point to what the numbers did.
- Strong command of GTM strategy and product positioning.
- Hands-on with multi-channel growth campaigns (organic, community, paid).
- Analytical by default: you measure campaign performance and user behavior and change course on the data.
- Sharp writer and communicator; comfortable running several projects at pace across teams.
Nice-to-Have
- Consumer tech, fintech, SaaS, gaming, or Web3.
- Mobile app marketing and product growth.
- Product analytics tools (Mixpanel, Amplitude, Google Analytics).
- Lifecycle marketing / CRM / user-engagement campaigns.
- Experimentation and A/B testing frameworks.
- Card program marketing: activation and usage campaigns, or co-marketing with a card scheme.
- Experience marketing on- and off-ramps, stablecoin payments, or exchange campaigns in Japan and Asia (fintech or crypto).
What Winning Looks Like
You own monthly active users, card activations, and payments usage, and you grow all three month over month with repeatable acquisition strategies in identified core regions. You don't wait for a brief; you find the next experiment, ship it, read the result, and run the next one. You care that the product is genuinely good, and you make more people feel it.
Compensation & Benefits
- Competitive salary, plus stock options.
- Take discretionary leave when you need it.
- Flexible, remote-friendly working (Tokyo hybrid base).
- Annual global workation (past: Croatia, Turkey, Dubai, Korea, and more).
- Premium tooling and real budget for AI — we don't make you fight your setup.
Why Join
- Own the go-to-market for a Visa-enabled card and stablecoin payments at the moment they launch, with the metrics and the mandate to match.
- Work alongside world-class engineers, designers, and product leaders — a small, high-ownership team across 20 nationalities.
- Own meaningful initiatives with direct, measurable user impact.
- Grow inside one of the fastest-moving industries in technology, backed by Sony and SBI.