Assistant Manager, Digital Marketing & Content
Assistant Manager, Digital Marketing & Content
This role is responsible for planning, executing, managing, and optimizing digital marketing campaigns across multiple channels while supporting creative content development for product launches, promotional campaigns, and customer engagement initiatives.
Working under the direction of the Senior Manager, the Assistant Manager will independently manage digital advertising programs, coordinate with advertising agencies and external partners, and collaborate closely with stakeholders in the United States and Japan.
This role will also support omnichannel (OMO) initiatives that connect events, retail experiences, and other offline customer touchpoints with the company's Direct-to-Consumer E-Commerce ecosystem.
The Assistant Manager combines strong performance marketing expertise with a passion for Japanese entertainment properties, collectibles, hobby products, and character brands. This position requires both English and Japanese language capabilities to effectively collaborate with Japan-based business teams, licensors, and external partners.
ESSENTIAL JOB FUNCTIONS
Digital Advertising Management
This role is responsible for planning, executing, managing, and optimizing digital marketing campaigns across multiple channels while supporting creative content development for product launches, promotional campaigns, and customer engagement initiatives.
Working under the direction of the Senior Manager, the Assistant Manager will independently manage digital advertising programs, coordinate with advertising agencies and external partners, and collaborate closely with stakeholders in the United States and Japan.
This role will also support omnichannel (OMO) initiatives that connect events, retail experiences, and other offline customer touchpoints with the company's Direct-to-Consumer E-Commerce ecosystem.
The Assistant Manager combines strong performance marketing expertise with a passion for Japanese entertainment properties, collectibles, hobby products, and character brands. This position requires both English and Japanese language capabilities to effectively collaborate with Japan-based business teams, licensors, and external partners.
ESSENTIAL JOB FUNCTIONS
Digital Advertising Management
- Independently plan, execute, monitor, and optimize digital advertising campaigns to drive customer acquisition, retention, and sales growth for the company's Direct-to-Consumer E-Commerce business.
- Manage advertising campaigns in partnership with media agencies across platforms including:
- Google Ads
- Instagram Ads
- Facebook Ads
- TikTok Ads
- Reddit Ads
- YouTube
- Affiliate Marketing Networks
- Other emerging digital advertising platforms
- Analyze campaign performance and provide actionable recommendations to improve ROI, ROAS, customer acquisition, and retention metrics.
- Develop media plans and budget recommendations aligned with business objectives and campaign goals.
- Evaluate and test new advertising platforms, technologies, and marketing tools to identify opportunities for business growth.
- Drive continuous improvement initiatives by introducing new channels, marketing technologies, and innovative advertising approaches based on product characteristics, campaign objectives, and market trends.
- Monitor competitor activities, market trends, and platform developments to identify new growth opportunities.
Omnichannel (OMO) Marketing Initiative
- Support and execute omnichannel marketing initiatives that connect offline customer touchpoints with the company's Direct-to-Consumer E-Commerce business.
- Develop and manage customer acquisition and engagement programs that bridge online and offline experiences.
- Support the implementation of event-related initiatives at conventions, exhibitions, pop-up stores, and retail locations, including San Diego Comic-Con, New York Comic Con, and other consumer-facing events.
- Collaborate with internal teams and technology partners to leverage POS systems, customer data platforms, loyalty programs, QR-code activations, and marketing technologies that enhance customer engagement.
- Develop strategies to drive customer registrations, membership acquisition, repeat purchases, and digital engagement from offline channels.
- Support initiatives connecting physical retail stores and event sales activities with online customer journeys and E-Commerce experiences.
- Analyze the effectiveness of omnichannel marketing programs and identify opportunities for optimization and growth.
Creative & Content Development
- Manage the development and production of creative assets including:
- Website banners
- Landing page content
- Promotional videos
- Social media content
- Email marketing creatives
- Digital advertising assets
- Develop creative briefs and work closely with internal teams, agencies, and production vendors.
- Coordinate video production projects and marketing content development.
- Review creative assets to ensure brand consistency, product accuracy, licensing compliance, and campaign effectiveness.
- Assist in developing marketing messaging and campaign concepts tailored to specific fan communities and target audiences.
- Manage the overall creative production workflow from briefing, scheduling, review, approval, and delivery to ensure timely and accurate campaign execution.
Cross-Functional & International Collaboration
- Collaborate closely with stakeholders in the United States and Japan to support marketing campaigns, product launches, promotions, and licensing initiatives.
- Communicate regularly with Japan headquarters, licensors, and external agencies in both English and Japanese.
- Support the localization and implementation of marketing initiatives developed by Japan-based teams.
- Facilitate communication and project coordination among internal departments, licensors, creative partners, and advertising agencies.
Project & Budget Management
- Manage campaign timelines, project schedules, and stakeholder communications.
- Track advertising spend and maintain budget reporting.
- Support forecasting, reporting, and performance reviews.
- Ensure timely execution of campaign deliverables and project milestones.
REQUIRED SKILLS AND ABILITIES
CORE SKILLS
CORE SKILLS
Accuracy –
Works with minimal/acceptable error rate; seeks help for problems; pays attention to detail; follows established work procedures; alerts others when preventable problems arise.
Reliability –
Consistently dependable in meeting work expectations; good work output; keeps commitments. Maintains an acceptable attendance level.
Judgment –
Makes reasonable and defensible decisions based on relevant information.
Loyalty –
Keeps confidential company information; follows company policies; seeks management approval when sharing such data; reports violations of company policies to proper management authority.
Communication –
Writes and speaks with accuracy and sensitivity; uses proper language, tone, location, medium (in person or via electronic form) and timing when conveying information; and respects different communication styles of individuals with different backgrounds or perspectives.
JOB-SPECIFIC SKILLS
- Strong knowledge of digital advertising and performance marketing.
- Excellent communication and stakeholder management skills.
- Strong analytical, organizational, and problem-solving abilities.
- Ability to manage multiple projects and achieve business objectives.
- Ability to work effectively with advertising agencies, vendors, and cross-functional teams.
- Professional proficiency in both English and Japanese.
- Interest in Japanese entertainment properties, collectibles, and character brands.
JOB REQUIREMENTS
EDUCATIONAL REQUIREMENTS
EDUCATIONAL REQUIREMENTS
- Bachelor’s Degree required.
EXPERIENCE AND WORK REQUIREMENTS
- Minimum 3 years of experience in Digital Marketing, Performance Marketing, E-Commerce Marketing, or Media Planning.
- Minimum 3 years of hands-on experience managing digital advertising campaigns on Google Ads, Facebook Ads, Instagram Ads, or similar performance marketing platforms.
- Experience working with digital marketing agencies and media buying partners.
- Experience planning, executing, analyzing, and optimizing digital advertising campaigns including SEM, Paid Social, Display, Video, Affiliate, and Retention Marketing.
- Experience using web and campaign analytics tools such as Google Analytics (GA4), DOMO, or similar platforms.
- Experience developing and managing digital marketing creatives including promotional banners, digital advertisements, video assets, landing pages, email marketing assets, and social media content.
- Experience coordinating marketing projects with internal stakeholders, creative agencies, and production vendors.
- Strong analytical skills with the ability to interpret campaign performance data and identify optimization opportunities.
- Experience evaluating and introducing new marketing channels, advertising platforms, technologies, or tools to support business growth and campaign performance.
- Ability to independently manage day-to-day advertising operations while working under the strategic direction of senior management.
- Professional working proficiency in English and Japanese, with the ability to effectively communicate with Japan-based teams, licensors, agencies, and cross-functional stakeholders.
- Proficient in Microsoft Office applications, including Excel, PowerPoint, and Outlook.
PREFERRED QUALIFICATIONS
- Google Ads Certification preferred.
- Google Analytics Certification preferred.
- Experience with Shopify, E-Commerce platforms, or Direct-to-Consumer (DTC) businesses preferred.
- Experience supporting Omnichannel (OMO), retail marketing, event marketing, loyalty programs, or customer acquisition initiatives preferred.
- Experience marketing licensed products, collectibles, toys, hobby products, gaming, anime, manga, entertainment, or character brands preferred.
- Experience working with Japanese companies, Japan-based stakeholders, or international business teams preferred.
- Familiarity with fan communities and collector-focused marketing initiatives preferred.
MENTAL, PHYSICAL, AND ENVIRONMENTAL REQUIREMENTS
WORK ENVIRONMENT
White-collar office environment.
WORKPLACE TEMPERATURE
Typical office.
WORK CONDITIONS
Office environment.
NOISE LEVEL
Mild.
PHYSICAL SIGHT
Able to read both hardcopy and computer-based text.
LIFTING
Daily lifting up to 15lbs.
WORK ENVIRONMENT
White-collar office environment.
WORKPLACE TEMPERATURE
Typical office.
WORK CONDITIONS
Office environment.
NOISE LEVEL
Mild.
PHYSICAL SIGHT
Able to read both hardcopy and computer-based text.
LIFTING
Daily lifting up to 15lbs.
PHYSICAL REQUIREMENTS
Sitting and standing for long periods of times.
TRAVEL
Occasional domestic and/or international business travel may be required depending on business needs, including events, meetings, vendor visits, or collaboration with Japan-based teams.