Global Marketing Lead - Mercari/Crossborder
About Mercari
Circulate all forms of value to unleash the potential in all people
"What can I do to help society thrive with the finite resources we have?" The Mercari marketplace app was born in 2013 out of this thought by our founder Shintaro Yamada as he traveled the world. We believe that by circulating all forms of value, not just physical things and money, we can create opportunities for anyone to realize their dreams and contribute to society and the people around them. Mercari aims to use technology to connect people all over the world and create a world where anyone can unleash their potential. For more information about Mercari Group’s mission, see Mercari’s Culture Doc.
https://careers.mercari.com/en/culture/
Organization/Team Mission
Team mission and expectations of the role
- To implement the most effective promotions, and establish Mercari as a significant player in the global market for purchasing second-hand items, mainly focus on Taiwan and HongKong markets.
See here for more information about our mission and values.
https://careers.mercari.com/en/culture/
Work Responsibilities
- Lead the development and execution of comprehensive online and offline branding strategies across high-priority markets, particularly Taiwan and Hong Kong, to strengthen brand awareness and market penetration.
- Manage relationships with creative agencies, media partners, and event organizers to ensure brand messaging is consistent and impactful across all channels.
- Develop and implement holistic branding campaigns that integrate influencer collaborations, offline activations and content marketing, focusing on long-term brand equity.
- Work closely with internal teams to align brand initiatives with overall business objectives, ensuring consistency in messaging and creative execution.
- Identify and cultivate partnerships with media outlets, influencers, and local entities to enhance brand positioning and create opportunities for high-visibility offline events and campaigns.
- Optimize online and offline branding activities based on consumer insights and performance data, refining messaging, creative assets, and budgets to maximize impact.
- Lead the creation of localized content marketing strategies to engage audiences in Taiwan and Hong Kong, ensuring cultural relevance and emotional resonance with target demographics.
- Conduct competitive analysis and stay informed on market trends to innovate branding strategies and maintain a leading position in the market.
- Provide detailed reports and analysis on branding campaign performance, with actionable insights and recommendations for future campaigns and content strategies.
Unique Challenges
- The role involves expanding Mercari's market presence globally, which presents challenges in understanding diverse cultures, consumer behaviors, and market dynamics across different regions.
- Growth and marketing team of the cross-border division is still a small team and this position provides a flexible and innovative environment where individuals can take on multifaceted responsibilities, wear multiple hats, and adapt quickly to evolving priorities and market conditions.
- Global work environment using English and Japanese as official languages.
Qualifications
- Required Experience/Skills
- Shared belief in the mission and values of Mercari Group and its various companies
- Strong experience in branding, content marketing, and offline activations, ideally within a global or cross-border context.
- Expertise in managing agency relationships and collaborating with media, influencers, and event organizers.
- Experience in creating localized content marketing strategies for international markets, with a focus on Taiwan and Hong Kong.
- Ability to analyze data, consumer trends, and campaign performance, using insights to optimize branding strategies.
- Preferred Experience/Skills
- Proven track record in developing and executing successful brand campaigns across both digital and traditional media.
- Strong communication and cross-functional collaboration skills, with the ability to work across diverse teams and cultures.
- Strategic mindset with a focus on long-term brand building and measurable outcomes.
- Bachelor's degree in Marketing or a related field.
- Language
- Mandarin：Proficient (CEFR - C1) required
- English：Independent (CEFR - B2) required
- Japanese： Independent (CEFR - B2) required
- Cantonese： Independent (CEFR - B2) preferred
See here for more information about CEFRFor details about CEFR,
https://careers.mercari.com/en/language/
Learn More About Mercari Group
Recruiting at Mercari
At Mercari Group, we value empathizing with and embodying the mission and values of the Group and each company. To promote the creation of an organization that maximizes the total amount of value exhibited by all members, we would like to understand the experience and skills of each candidate as accurately as possible.
Recruiting cycle at Mercari Group
- Application screening
- Interview: The number of interviews may vary depending on the position.
- Reference check: We will ask for online references around the timing of the final interview.
- Offer: Offers will be determined carefully in consideration of the final interview and the reference check.
Learn more about our recruiting process here.
https://careers.mercari.com/en/recruitment-selection/
Equal Opportunity Hiring
Here at Mercari, we work to realize a world in which no one’s potential is limited by their background and everyone has the opportunity to freely create value. We also firmly believe that a mindset of Inclusion & Diversity is essential for us to achieve our mission.
This, of course, extends to our hiring practices as well. Mercari is committed to eliminating discrimination based on age, gender, sexual orientation, race, religion, physical disability, and other such factors so that anyone who shares our mission and values can join us, regardless of their background. For more details, please read our I&D statement.
https://about.mercari.com/en/inclusion-diversity/
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https://careers.mercari.com/en/privacy/
