Senior Content & Games Marketing Manager

Nex is on a mission to help families rediscover the joy of movement. Created by parents for parents, Nex combines technology and play to deliver fun, social, and interactive experiences powered by natural body motion, encouraging kids and adults to move more, play more, and have fun together. Nex Playground, the company’s award-winning active play system, is purpose-built to get families moving year-round, with safety and privacy as core considerations in its intentional design. It is certified kidSAFE+ COPPA compliant and built to support healthy, active play for all ages and abilities. Nex Playground features a growing library of 50+ experiences, including motion and dance games, fitness and educational experiences, and Nex Originals. Content includes collaborations with partners like Hasbro, Sesame Workshop, and NBCUniversal. Nex has been recognized by Fast Company’s Most Innovative Companies, TIME’s Best Inventions, and Parents’ Best Entertainment System for Families, and has earned Red Dot, IDEA, and Core77 international design awards. We encourage you to explore Have Fun  and  Is Motion Gaming Back? , as they offer a deeper look into our culture, values, and explain how our approach to motion gaming differs from previous generations. To protect yourself from recruitment scams, please note that Nex communicates through official company emails ending in @nex.inc. If you receive a suspicious email or message, please do not respond and report it immediately to us. Overview We are launching Nex Playground in Japan and looking for a Japan Senior Content & Games Marketing Manager to own and shape the marketing strategy for Nex Play Pass, our subscription service, and the games portfolio in one of the world’s most sophisticated and competitive content markets. This is a senior leadership role at the heart of Nex Playground’s Japan content business. You will be responsible for building Japan’s Play Pass subscriber base from the ground up, establishing the marketing foundation for our games portfolio, and creating the playbook for how Nex Playground grows as a content platform in Japan. This is not an execution role — it is a role for someone who wants to architect a business, build a team, and leave a lasting mark on how Japan plays. Your primary US counterparts are the Publishing team and its integrated marketing function, which owns Play Pass and games go-to-market strategy globally. You will serve as the Japan voice in global content marketing discussions, shaping strategy as much as executing it. Reporting to the Japan General Manager, you will partner closely with the Japan Playground Marketing Manager to co-own Japan’s overall brand strategy. As the Japan business scales, you will build and lead a growing team beneath you, starting with a dedicated Performance Marketing specialist, with the expectation that the team expands further as the content business grows. The Role Your core focus is Play Pass subscription marketing, games portfolio marketing, and performance marketing for Japan. That includes: Owning Japan Play Pass and games marketing strategy, in close collaboration with the US Publishing team and its integrated marketing function. Driving Play Pass subscriber acquisition, engagement, and retention through integrated marketing campaigns and performance marketing. Selecting, contracting, and managing a Japan marketing agency for Play Pass and games marketing, with Japan GM approval. Planning and executing games-focused events and community initiatives as needed. Building and managing a Japan Performance Marketing function, with plans to hire a dedicated Performance Marketing specialist as the business grows. Co-owning Japan’s unified brand strategy with the Japan Hardware Marketing Manager, presenting joint recommendations to the Japan General Manager. What You’ll Do Play Pass Subscription Marketing Develop and own the Japan Play Pass marketing strategy, focused on subscriber acquisition, engagement, and retention across all relevant channels. Design and execute campaigns that communicate the value of Play Pass to Japanese consumers across gaming, family, and educational audiences. Collaborate with the US Publishing team’s marketing function to align Japan Play Pass campaigns with global subscription strategy and content release cadence. Define and track Japan Play Pass KPIs including subscriber growth, trial conversion, churn rate, and lifetime value, reporting regularly to the Japan GM and US Publishing team. Identify and develop Japan-specific subscription propositions, promotional offers, and seasonal campaigns that drive acquisition and reduce churn. Games Portfolio Marketing Develop and execute go-to-market campaigns for new games launching on Nex Playground in Japan, in close coordination with the US Publishing team. Build awareness and drive engagement for the Japan games portfolio across digital, social, and community channels. Work with the US Publishing team to adapt global games GTM toolkits and creative assets for Japan audiences. Coordinate with the Japan Senior Producer, External on marketing support for Japan externally developed titles. Plan and execute games-focused events, media previews, and influencer programs as needed to support title launches and sustain engagement. Performance Marketing Own Japan performance marketing strategy across paid search, paid social, display, and programmatic channels for Play Pass and games. Plan, execute, and continuously optimize paid media campaigns to drive Play Pass subscriber acquisition and game engagement in Japan. Define performance marketing KPIs, manage budgets, and report on campaign ROI to the Japan GM and US Publishing team. Use data and analytics to inform targeting, creative, and channel strategy, feeding Japan performance insights back into global reporting frameworks. As the Japan business scales, hire and manage a dedicated Performance M