The SRi job board is managed by SRi Executive, the premier global boutique search firm specialising in Sport, Media & Content, Sporting Goods & Fashion and Digital Transformation.


Search and apply for available roles across a range of industries.

Marketing Director, Japan – Specialized

Marketing Director, Japan – Specialized

The Role 

Based in Atsugi city, Kanagawa Japan, the Marketing Director, Japan is key to earning the position as riders’ brand of choice. The Marketing Director will drive and design sales promotions, leveraging market capacity expansion and building deeper and direct rider experiences and promoting the culture of sport bikes.

The Marketing Director will drive and leverage Japans digital strategy, engaging and integrating the riders, retailers and the company. They will build and drive the JAPAN OMNI Channel Strategy to ensure riders are offered the best products and service by connecting them to the brand and retailers. Specialized is working towards their goal of ‘Integrated Market Place’ and this role will drive towards this outcome.
A fluid mix of B2B and B2C strategies will be required to be implemented and the Marketing Director will further create and lead the Japan market by collaborating closely with global marketing teams and effectively localizing global strategies. They will leverage off inspiring business strategies, quickly and energetically creating and implementing ideas for the market.

Key to this role will be the initiation of a strong CRM campaign, Specialized currently has a database of 20,000+ bike owners and the Marketing Director will implement an ongoing engagement programme to capitalise on this rider base. The Director will analyse data across consumer and dealer networks to implement insight led, data driven campaigns. At present sales are 90% through dealers; the areas of e-commerce and direct concept store sales are set to grow.

Working towards the 2025 vision, the marketing team will deliver strategies to achieve growth across the 5 experience areas: Road, Mountain, Fitness, e-bike and Triathlon. The bike category is experiencing growth in the wider Japanese market and the challenge for Specialized is to maintain its strength in the Road / 5-10K USD bike sector while growing the newer sub-categories. Reporting to the General Manager, Japan, this role will lead a team of 13 with 3 direct reports covering SBCU, Market Reach and Branding.


  • Develop an effective marketing strategy focused on the ‘Experience areas’ and contributing to the 2025 vision
  • Managing all marketing for the company and activities within the marketing department
  • Co-ordinating marketing campaigns with sales activities
  • Own the adaption and localization as well as implementation and execution of the global brand initiatives
  • Overseeing the marketing budget.  Overall responsibility for brand management and corporate identity
  • Drive effective marketing activity through the dealer and associated retailer base
  • Implement a rider CRM campaign to increase engagement and lifetime value
  • Increase and improve  social media activity
  • Drive integrated internal and external communications and PR campaigns
  • Collect and analyse data that informs future campaigns
  • Increase effectiveness of the ambassador and sponsored events programmes
  • Maintain effective internal communications to ensure that all relevant functions are kept informed of marketing objectives
  • Ensure outstanding consumer experiences at all points of the customer journey

Functional Requirements

  • Fluent in Japanese and English
  • 10 + years of relevant Marketing experience
  • Strong analytical and project management skills
  • Track record in delivering Brand, B2B and B2C marketing campaigns
  • Strong digital marketer, with a high level of marketing technology understanding
  • Experience in implementing and improving CRM campaigns
  • Experience in analysing sales information to inform campaign activity
  • Excellent understanding of the Japanese consumer, preferably within a sports/ activity setting
  • Strong grasp of omni-channel marketing and implementing strategies for continuity of customer experience

Personal Characteristics

  • Confident and dynamic personality
  • Creative and innovative thinker; problem solver
  • High energy
  • Passion for cycling and/or sport

About SRi

SRi is the leading firm dedicated to the constant and growing demand for executive and management talent in sports, media and entertainment. From offices in Australia, Canada, China, Germany, Japan, Singapore, Switzerland, the UK and the USA, our expert advisers provide search and consulting services operating as a global team, combining deep sector knowledge with world-class and cutting edge talent acquisition and management practice. We are proud to be the exclusive partner in this search with Specialized.

How to Apply

To apply, the candidates should send the following:

  • Letter of application highlighting relevant experience
  • Up to date curriculum vitae
  • Details of current remuneration

For a confidential discussion about the role, please contact:

Frances Farnsworth
+656536 6634

Applications must be submitted via SRi‘s Apply Now button above.

Please note that due to the high volume of applications received, SRi are only able to respond to successful candidates. To ensure you are kept up to date with all our new roles please sign up to receive our job alerts and Season Ticket newsletters.

Tagged as: Asia, bikes, CRM, Cycling, Japan, Japanese, Marketing, Marketing Director, specialized

You must sign in to apply for this position.

You can apply to this job and others using your online CV. Click the link below to submit your online CV and email your application to this employer.