Job Description

Cricut® makes smart cutting machines that work with an easy-to-use app, an ever-growing collection of materials, and crafting essentials to help you design and personalize almost anything — custom cards, unique apparel, everyday items, and so much more.

We believe everyone is born creative. We’re a diverse tapestry of thinkers, dreamers, givers, DIYers, handi-workers, artisans, and forever and always architects of things.

At Cricut, we place the power of handmade into the hands of all. We give you beautiful, easy-to-master tools so you can make something unique, remarkable, perfect. We surround you with ideas, community, inspiration, and encouragement to take your creativity further than you ever imagined. And as a community, we celebrate the exhilarating act of making every single day.

So, make that handcrafted card that feels like a hug. Design a shirt for fun, for family, or for a full-blown business. Craft with a passion or for a purpose. Make something big and bold, itsy-bitsy, amazingly ambitious, or just plain silly. Whatever you make, just make your heart out. Because here’s the remarkable truth: When we all make together, we make all things possible.

Let’s make.

Job Description

Cricut empowers creativity through innovative crafting tools and technology. As we expand into Japan, we are looking for a passionate and strategic Marketing Lead who can help establish Cricut as a household name among makers and hobbyists.

Role Overview

As the Japan Marketing Lead, you will be responsible for developing and executing Cricut’s go-to-market strategy, building brand awareness, and creating excitement in the Japanese market. Your mission is to spark interest, grow the community, and support our channel partners through creative and impactful marketing initiatives. This is a remote position, but the candidate must be based in Tokyo. The role reports to the Head of Asia, based in Singapore.

Key Responsibilities

• Shape and execute the marketing strategy to support Cricut’s entry and growth in Japan
• Lead online and trade marketing efforts, including campaigns, events, digital, social media, influencer engagement, and in-store activities
• Partner with sales and retail teams to develop co-marketing programs with resellers
• Develop local content, messaging, and storytelling that resonates with the Japanese audience
• Manage marketing budgets and report on campaign performance
• Build and nurture Cricut’s brand presence across digital, retail, and lifestyle channels
• Work cross-functionally with global marketing, creative, and operations teams
• Serve as the local marketing expert, advising on trends, customer behavior, and opportunities

Qualifications

• Minimum 10 years of marketing experience in consumer electronics, lifestyle, or FMCG brands
• Demonstrated success in building brand awareness and category creation for a hyper-growth B2C brand in Japan
• Deep knowledge of online and retail marketing in Japan
• Familiarity with e-commerce platforms like Amazon, Rakuten, and Yahoo
• Strong understanding of marketing channels, including digital marketing, social media, influencer engagement, and paid media
• Creative, strategic thinker with hands-on execution skills
• Strong interpersonal and project management abilities
• Fluent in English and Japanese
• Proficient in Microsoft Office (Word, Excel, PowerPoint, etc.)
• Comfortable in a startup-like environment where initiative, hustle, and creativity matter
• Passionate about DIY, creativity, and inspiring others

Additional Information

We’ve got you covered
At Cricut, we take care of our people. Enjoy competitive Medical, Dental, and Vision coverage, a 401(k) match, generous PTO, tuition reimbursement, and a yearly lifestyle stipend to support your wellness and passions. You'll also get exclusive employee discounts—and best of all, you’ll be surrounded by some of the most talented and creative individuals out there.

A Quick Note Before You Apply…
Cricut is in a powerful chapter of transformation. We’re evolving fast—refining our strategy, growing our teams, and raising the bar across the board. This is an incredible opportunity for the right kind of person—but it’s not for everyone.

We’re looking for A-players —people who don’t just meet expectations, but consistently exceed them. If you thrive in dynamic environments and find joy in turning challenges into momentum, keep reading.

Here’s what makes someone a great fit for this role (and for this moment at Cricut):

You have a bias for urgency.
You don’t wait for perfect clarity to take action—you start, learn, and adjust. You believe that speed matters, especially when paired with thoughtfulness. You ask: “What can move forward today?” and push past inertia.

You set high standards—especially for yourself.
You’re proud of your work and protective of your reputation. You take ownership, deliver quality, and don’t cut corners. You hold yourself accountable without waiting to be asked.

You stay focused when things are moving fast.
You can identify what really matters and don’t get distracted by noise. You prioritize well, and manage your time wisely.

You collaborate like a pro.
You elevate the people around you, communicate clearly, and give thoughtful feedback. You’re low ego, high output—and your team loves working with you.

One More Thing (It’s a Big One):
This role is in-office at least 3–4 days per week.
We believe that real collaboration, innovation, and culture are built face-to-face. If you’re energized by working alongside smart, kind, creative people—and enjoy those unplanned hallway conversations that spark great ideas—you’ll love it here.

If you’re looking for a fully remote role, this likely isn’t the right time or place. But if you’re excited by challenge, purpose, and building something better, we’d love to hear from you.

Let’s make something amazing—together.

 

What to Do Next: 

Please attach your resume including links to your portfolio where applicable. If you want to show your super powers in other ways – include that information too. You can be sure that Cricut® is an employer who values individuality, equality and diversity, so tell us what you’re all about. If you are a Maker or a DIY enthusiast, whether you think you are a good one or not, we would love to hear about it when you send us your information!

At Cricut®, we celebrate inclusion and diversity. Cricut is an equal opportunity employer and makes employment decisions based on merit. Cricut prohibits discrimination based on race, color, religion, sex, sexual identity, gender identity, marital status, veteran status, nationality, citizenship, age, disability, medical condition, pregnancy, or any other unlawful consideration. All your information will be kept confidential according to EEO guidelines. Cricut participates in E-Verify.

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