Go-to-Market (GTM) Manager (Japan/Asia)

As a Go-to-Market Manager at Startale, you own how Startale App reaches, converts, and retains users in Japan and Asia. This is a product-growth role where you live in the funnel, experiments, and metrics. You'll take payments products and features to market, decide who they reach first, and help create onchain financial products that people use every day. Startale App is early, growing fast, and aimed at millions of users, and you'll help build the growth engine from an early stage.

What you'll do

• Drive adoption of the Visa-enabled Startale Card: own 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.
• 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, and find leverage points to push conversion up continuously.
• Design and run experiments and A/B tests, and let the results decide.
• Turn technical product updates into content users understand and act on across landing pages, blog, email, social, in-app, and announcement copy.
• Run competitive research and user insights to keep positioning sharp.
• 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.
• Stay current on crypto and financial-product regulation in Japan, and engage directly with the regulatory and compliance side.
• Partner with Product to translate regulatory requirements into go-to-market, messaging, and campaigns that can ship in Japan.
• Work day-to-day with Product Managers, Designers, and Community to ship launches that land, and keep messaging and experience consistent across the product and every channel.

What you bring

• 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 working language).
• A track record launching digital products or features end-to-end, from plan through execution, with data to show what the numbers did.
• Strong command of GTM strategy and product positioning.
• Hands-on experience running multi-channel growth campaigns (organic, community, paid).
• Analytical mindset: you measure campaign performance and user behavior and change course on the data.
• Strong writing and communication skills, comfortable running several projects at pace across teams.

Nice to have

• Background in consumer tech, fintech, SaaS, gaming, or Web3.
• Mobile app marketing and product growth experience.
• Proficiency with product analytics tools such as Mixpanel, Amplitude, or Google Analytics.
• Lifecycle marketing, CRM, or user-engagement campaign experience.
• Experimentation and A/B testing frameworks.
• Card program marketing experience: 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 in fintech or crypto.

What we offer

• Competitive salary plus stock options.
• Discretionary leave when you need it.
• Flexible, remote-friendly working with a Tokyo hybrid base.
• Annual global workation.
• Premium tooling and real budget for AI.

About Startale

Startale Group is a Japan-born global startup in onchain finance building the next civilization by bringing the world onchain. The company is vertically integrated: the chain (Soneium, an Ethereum L2 with Sony Block Solutions Labs; Strium with SBI), the currency (JPYSC stablecoin), onchain finance infrastructure, and Startale App, a consumer super-app. Startale raised ~¥10B (~$65M) in Series A from Sony, SBI and others, serves 210,000 monthly users on Startale App, and operates ~65 people across 20 nationalities with English as the working language.