HFM - Head of Marketing in East Asia

Job Description

HFM is an internationally acclaimed multi-asset broker, delivering cutting-edge trading tools, platforms, and conditions to traders worldwide. We are committed to innovation, transparency, and excellence in the financial markets.  As we continue to expand, we are seeking a driven and strategic Head of Marketing to join our team.  You'll own brand strategy and creative direction for everything a Japanese trader sees, reads and hears from us. This is a Japan-based builder role, reporting to the global Head of Marketing and working closely with Performance, Product, Sales and Compliance at HQ. Responsibilities Brand strategy & positioning

• Build HFM's Japan brand platform: positioning, proposition, tone of voice and visual identity, rooted in what Japanese traders value most (fund safety, execution quality, fast withdrawals, a polished Japanese-native experience).
• Define how HFM stands apart from the brokers Japanese traders already compare us with, and write the Japan brand book.
• Run trader and competitor research: segments, brand perception, share of voice, creative benchmarks.

Creative direction

• Set and sign off creative direction for every Japan touchpoint: campaigns, website and landing pages, app, social, video, events, CRM and partner materials.
• Transcreation, not translation: rework global campaigns and assets, including global sponsorships such as Arsenal FC, into ideas that land natively in Japan.
• Brief, manage and approve the work of creative and production agencies, designers, illustrators and video teams.
• Feed Performance with tested, localized ad creative and landing pages, and use performance data to sharpen the next round.

Content, social & community

• Own the Japan content strategy and editorial calendar: market commentary, education, short-form video and live streams.
• Build HFM's presence where Japanese traders talk: X, YouTube, LINE Official Account, note, trading blogs and forums.
• Run creator and KOL partnerships with FX YouTubers, X traders and bloggers, from selection and briefing to performance review.
• Own community management and online reputation: track sentiment, respond fast and turn satisfied traders into visible advocates.

PR, events & partner marketing

• Lead Japan PR, media relations and spokesperson positioning.
• Plan seminars, webinars, trader meetups and local sponsorships that build brand and community.
• Package on-brand assets and toolkits for IBs and affiliates so partner marketing stays consistent.

Team, budget & alignment

• Build and lead a lean local team (content, design, social and community) and the Japan agency roster.
• Act as Japan's voice at HQ: adopt global templates where they work, push back where Japan needs something different.
• Own the Japan brand and creative budget and report brand health and creative performance to global leadership.
• Work with Legal & Compliance so all brand, creative and partner content meets HFM's regulatory obligations and the ad policies of every platform we use.

Requirements

• 6+ years in brand, creative or marketing leadership in Japan, including 3+ years leading teams and agencies.
• A portfolio of brand platforms or campaigns you led for Japanese audiences, which you'll walk us through.
• Experience in financial services, online trading, fintech, crypto or another trust-driven consumer category.
• Deep understanding of Japanese trader culture, the creator economy and platforms such as X, YouTube and LINE.
• Sharp art direction and copy judgement in Japanese; you know when work is good and when it isn't.
• A commercial mindset: you connect brand work to acquisition numbers and can defend a budget.
• Native Japanese and full professional English.

Nice to have

• Experience at a broker competing for Japanese clients.
• Video, live-stream or creator-led production experience.
• Experience localizing global sponsorship or ambassador assets.

Resumes must be submitted in English. Applicants must be eligible or have legal authorization to work in the country where the position is based.

Benefits

Sounds like you? Let’s write the next chapter together! All Applications will be handled with the strictest confidentiality.