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

As a Go-to-Market (GTM) Manager at Startale Group, you own how Startale App reaches, converts, and retains users. This is a product-growth 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, and you'll help build the growth engine from an early stage.

What you'll do

• 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.
• 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.
• 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 sit next to user growth.
• 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 actually ship in Japan.
• Find the compliant, Japan-viable way to deliver each launch, so growth keeps moving without hitting regulatory friction late.
• 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.
• 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.
• Build 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 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 internal working language).
• A proven track record launching digital products or features end-to-end, from plan through execution, with clear metrics to show for it.
• Strong command of GTM strategy and product positioning.
• Hands-on experience with multi-channel growth campaigns: organic, community, and paid.
• An analytical mindset: you measure campaign performance and user behavior and change course on the data.
• Sharp writing and communication skills, comfortable running several projects at pace across teams.

Nice to have

• Consumer tech, fintech, SaaS, gaming, or Web3 background.
• Mobile app marketing and product growth experience.
• Product analytics tools such as Mixpanel, Amplitude, or Google Analytics.
• Lifecycle marketing, CRM, or 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 in fintech or crypto.

What we offer

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

About Startale Group

Startale Group is a Japan-born global startup in onchain finance, backed by Sony and SBI, with around 65 people across 20 nationalities. The company is vertically integrated: Soneium (an Ethereum L2 with Sony Block Solutions Labs), Strium (with SBI), the JPYSC stablecoin, onchain finance infrastructure, and Startale App, a consumer super-app with 210,000 monthly users. Startale raised approximately $65 million in Series A funding.