WPP Media | Media Activation Manager (Gemini, DR), Japan

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The Opportunity:

We are seeking an experienced and results-oriented Media Activation Manager, Performance Marketing to join our growing team in Japan. This pivotal role will lead the strategic planning, execution, and optimization of high-performance digital advertising campaigns specifically for the Japanese and APAC market. You will be instrumental in driving client success by maximizing ROI, generating qualified leads, enhancing user acquisition and engagement for their digital properties and mobile applications within Japan and APAC.

You will act as a key local expert and strategic advisor to our client, translating their business objectives into effective, localized digital advertising strategies for Japan. This role demands a hands-on approach to multi-platform campaign management, deep analytical prowess, a creative problem-solving mindset, and the ability to articulate complex market dynamics and performance data into clear, actionable insights.

Key Responsibilities:

Strategic Campaign Management and Execution:

• Develop and champion comprehensive, data-driven performance marketing strategies tailored for the Japanese market, aligning with specific client business objectives (e.g., lead generation, app installs, customer lifetime value).
• Define target audiences, keyword strategies, audience segmentation, and campaign structures that align with client goals and the nuances of the Japanese market across various platforms.
• Own the development and management of the market-specific test plan and learning agenda for our key client, fostering a culture of continuous improvement and local market innovation.
• Develop accurate performance forecasts for campaigns and then strategically achieve those targets against defined client KPIs for Japan.
• Forecast campaign performance, manage significant client advertising budgets, and proactively identify opportunities for growth and scale within Japan.

Multi-Platform Campaign Execution & Optimization Expertise:

• Lead the end-to-end setup, launch, and daily management of digital advertising campaigns for assigned client, ensuring best practices in account structure, ad group segmentation, and ad serving across:
  • Google Ads (Search, Display, App Campaigns, YouTube Ads): Advanced bidding, conversion tracking, remarketing, and optimization tailored for the Japanese audience.
  • LINE Ads Platform: Strategic planning, audience targeting, ad format optimization (e.g., LINE Official Account, LINE Talk Ads), and performance management.
  • Yahoo! Japan Ads (Search Ads, Display Ads): Keyword research, ad copy creation, bidding strategies, and audience targeting.
  • Apple Ads : Strategy, keyword selection, bid management, and optimization for app discovery and installs within the Apple ecosystem.
  • Social Media Ad Platforms: Managing performance-driven campaigns on key Japanese social platforms (e.g., LINE, TikTok, X/Twitter), including audience targeting, creative testing, and budget optimization.
• Hold ultimate accountability for adherence to platform best practices and agency quality standards across all managed campaigns, ensuring optimal performance and compliance.
• Conduct ongoing, meticulous keyword research, ad copy optimization (text, responsive search ads), and creative testing across all relevant platforms.
• Implement and monitor robust conversion tracking, remarketing lists, and audience segments within each platform and relevant analytics tools for client accounts.
• Collaborate closely with creative and client teams to develop compelling ad creatives and landing page experiences that are optimized for conversion across different ad formats and devices, considering Japanese cultural context.
• Work with client, product and development teams to ensure proper app tracking (SDK integration) for App Campaigns, driving valuable installs and in-app actions.

Performance Measurement & Reporting:

• Define, track, and report on critical KPIs for all campaigns in Japan, including CPA and app-specific metrics (installs, in-app actions, cost-per-install) across all active platforms.
• Utilize analytics tools for deeper insights into user behavior, cross-channel attribution, and campaign performance across all client digital properties, especially for app users and website engagement in Japan.
• Conduct regular A/B testing on ad copy, creatives, landing pages, and campaign settings to continuously improve client performance and identify winning strategies.
• Perform in-depth data analysis to identify trends, opportunities, and areas for budget reallocation and optimization, presenting clear, actionable insights and strategic recommendations to clients.
• Provide strategic inputs and comprehensive data analysis for campaign wrap-up reports, summarizing performance, key learnings, and future recommendations specific to Japan.
• Continuously monitor market performance against initial forecasts and actively implement strategies to ensure targets are met or exceeded in the Japanese market.

Client Management & Collaboration:

• Serve as a primary point of contact for assigned clients regarding digital advertising strategy and performance within Japan, building strong, trusted relationships.
• Partner with client management, creative, and analytics teams to ensure integrated strategies and seamless execution.
• Communicate complex market insights, performance data, and strategic recommendations clearly and concisely to clients, demonstrating value and future opportunities in Japan.
• Act as an internal subject matter expert for Japanese digital platforms, providing training and guidance to junior team members or colleagues as needed.

Market Intelligence & Innovation (Japan):

• Stay abreast of the latest digital advertising trends, platform features, bidding strategies, policy updates, and competitor activities within the Japanese digital landscape.
• Research and recommend new ad formats, targeting capabilities, automation features, and AI-driven optimizations across all relevant platforms that can benefit client campaigns in Japan.
• Stay informed on mobile advertising trends, privacy regulations, and their impact on campaign effectiveness and measurement for our clients in Japan.

Required Qualifications:

• 5+ years of progressive experience in hands-on performance marketing campaign management within the Japanese market, preferably in an agency environment or a client-side role with a strong focus on Japan.
• Business-level fluency in Japanese (verbal and written) and business-level fluency in English (verbal and written).
• Demonstrated expertise and hands-on experience in managing and optimizing campaigns across:
  • Google Ads (Search, Display and App Campaigns)
  • LINE Ads Platform
  • Yahoo! Japan Ads (Search and Display Ads)
  • Apple Search Ads (ASA)
  • Key Social Media Ad Platforms (e.g., TikTok, X/Twitter, etc. in Japan)
• Deep understanding of Google Ads functionalities, including advanced bidding strategies, audience targeting, remarketing, campaign structuring, conversion tracking, and Google Merchant Center (if applicable).
• Solid understanding of the app ecosystem, including app store optimization (ASO) principles, mobile measurement partners (MMPs), and in-app conversion tracking and optimization.
• Strong analytical skills with the ability to interpret complex local market data, identify trends, and derive actionable insights for continuous campaign optimization.
• Proven experience with A/B testing methodologies for market-specific initiatives, including the ability to design and manage a comprehensive testing agenda for Japan.
• Exceptional communication, presentation, and client-facing skills, with the ability to influence and collaborate with diverse stakeholders both internally and externally.

Preferred Qualifications:

• Familiarity with other Japanese digital platforms or publishers not explicitly listed.
• Experience working with mobile measurement partners (e.g., Adjust, Branch, AppsFlyer) and integrating their data for client campaign optimization is a plus
• Understanding of incrementality testing and advanced attribution modeling.
• Prior experience managing campaigns for enterprise clients within Japan.
• Familiarity with local data privacy laws and advertising regulations in Japan.

We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office around four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

WPP is an equal opportunity employer and considers applicants for all positions without discrimination or regard to particular characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.

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