Healthcare New Product Marketing Lead (GTM Lead)

This role owns the go-to-market strategy and end-to-end customer communications for a new B2C healthcare product. As a player-manager reporting directly to the business unit head, the role combines strategic planning with hands-on execution. The work covers customer acquisition through fan-base development and user growth rather than managing advertising, social media, community, and public relations as separate activities.

Before launch, responsibilities include defining target segments, developing and validating customer-value hypotheses, designing pricing and charging models such as subscriptions and device-bundled economics, preparing the launch GTM plan, building initial unit-economics models covering CAC and LTV, and selecting external partners and the execution structure.

During launch, the role designs and operates digital acquisition through performance advertising, ASO, social media, and influencer initiatives. It also plans public relations, including press releases, media relations, and interview responses; designs onboarding and CRM using push notifications, email, and LINE; improves retention; validates product-market fit using retention, paid conversion, and CAC payback period as key metrics; and plans sales channels for the app and wearable devices in coordination with related departments. Across all phases, the role develops claims and messaging in line with the Pharmaceutical and Medical Device Act and the Act against Unjustifiable Premiums and Misleading Representations, works with legal and quality-assurance teams, designs brand and creative assets for potential global expansion, and presents business and marketing plans to management.

Required experience includes at least five years of practical marketing experience for B2C digital products such as smartphone applications, subscription services, or D2C offerings, including responsibility as a lead or core member. Candidates must have launched a new product from zero to one, personally designed and executed a launch GTM strategy, built a customer base through public relations, owned social media, communities, UGC, or ambassadors, and designed and monitored unit economics such as CAC, LTV, retention, and payback period for budget-allocation decisions. Experience working in a small team while directing advertising agencies, production companies, or PR agencies, as well as marketing experience in regulated sectors such as healthcare, cosmetics, health foods, medical services, or finance, is also required.

The required skills are digital acquisition, performance advertising, ASO, social media and influencer initiatives, PR, onboarding and CRM design, retention improvement through push notifications, email, LINE, and landing-page improvement, and hands-on use of product analytics or BI tools for hypothesis testing. The role also requires cross-functional work with legal, quality assurance, intellectual property, and procurement teams and the ability to explain business and marketing plans to management and obtain decisions. Experience with consumer hardware sales channels, behavior-change or habit-formation design, corporate PR or IR coordination, B2B or B2B2C marketing, SQL or BI-based analysis, English business communication, overseas-market marketing, or healthcare and wellness businesses is welcomed.

The team works on preventive-health services using health big data, including household-device and medical data. It collaborates with JMDC and Omron Healthcare. The launch team is a small group of specialists including a product manager, designer, and data scientist; this is the first marketing hire, with external partners expected to support initial execution. The organization is described as flat, with broad decision-making scope and close discussion with the business unit head. Listed communication and documentation tools are Microsoft 365, Slack, Notion, and Figma. The incoming marketer may select the analysis, growth, advertising, and CRM tools after joining. The work location is the Tokyo office in Shinagawa.