What made you decide to join ZenGroup?
When I came to Japan on a working holiday, I knew I wanted to work in an international environment that connects people and cultures. In France, I had been working in an industry related to international exchange, but I also wanted to challenge myself by experiencing a completely new field.
I didn’t know ZenGroup before coming to Japan, and I wasn’t a customer either. However, when I read the job description, I felt that the company’s mission and direction were explained very clearly. I could easily understand what ZenGroup was trying to achieve, which made me feel reassured.
In particular, the mission of “connecting Japan and the world” really resonated with me. I felt that I wanted to be part of that bridge, and that strong sense of empathy ultimately led me to decide to join the company.
Could you tell us about your daily responsibilities?
My main role is to deliver the right information to customers in the right way. I analyze customer behavior data, purchase data, and reactions on social media to understand what kind of communication resonates with users. Based on those insights, I plan marketing communication and content tailored to each market.
Our users are generally young, and their interests change very quickly. Because of that, strategies that worked in the past are not always effective today. By checking data regularly, identifying what no longer works, and testing new approaches, we continuously improve our marketing. This process of experimentation and learning is one of the most interesting parts of my job.
When is the busiest time of year for the marketing department?
In the French market, the busiest period is right after the summer holidays, when the new school year begins. In addition, year-end events such as Black Friday and Christmas are also peak seasons.
There are other events throughout the year, but we usually have preparation periods between them. Rather than being busy all the time, the workload comes in waves, with especially intense periods toward the end of the year.
How do you stay up-to-date with marketing trends and information?
I collect information from both internal data and external sources. Advertising and social media data are automatically gathered, and I create reports on a weekly, monthly, quarterly, and yearly basis. By looking at long-term patterns and seasonal trends, we can plan more effective strategies for the following year.
In addition, I read expert articles, watch educational videos on YouTube, and use learning platforms such as Udemy, which the company provides. Being able to quickly learn about new trends and tools is extremely helpful.
What do you think is the most important skill required for a marketer at ZenGroup?
I think curiosity and organizational skills are the most important. Having a strong interest in multiple areas—such as design, data, and communication—helps connect different projects and ideas.
If someone wants to focus on only one task, marketing can be difficult, because everything is interconnected. It’s also important to organize both your own tasks and the team’s priorities, and to clearly communicate what you want to do and what needs to be done. This kind of balance helps support unit leaders and improves team performance overall.
What are some of the most popular products being bought from Japan?
In France, trading cards and figures are especially popular. Pokémon and Dragon Ball cards, in particular, have very strong demand.
Recently, interest in J-POP and K-POP–related products has also been growing. Japanese anime and dramas have been popular in France for a long time, and dedicated fans often want to collect all related goods. Introducing new products, shops, or campaigns at the right timing tends to generate strong reactions.
What kind of users use the service most often?
Most of our users are between their 20s and early 30s (up to around 35). Teenagers are interested, but they often face financial or payment-related barriers.
In terms of gender, the user base has traditionally been male-dominant. However, as music-related categories such as J-POP and K-POP grow, we expect the demographic balance to gradually change.
Have you ever collaborated with any influencers?
Yes, influencer collaboration is a key part of our marketing strategy. Simply explaining the service is often not enough, so we work with influencers who introduce products they genuinely like and purchase themselves. This allows them to share detailed and authentic reviews.
We also run campaigns such as giveaways, where users follow both the influencer and ZenMarket accounts and leave comments to participate. These campaigns help increase engagement and brand awareness.
What kind of fun digital marketing campaigns have you been a part of?
One particularly successful example was influencer “unboxing” videos and campaigns targeting niche fan communities.
When influencers introduced products that are difficult to obtain in France and explained them in detail, the response was very strong. These campaigns generated high click-through rates and increased traffic to product pages. For many users, simply being able to purchase Japanese products itself was a strong value proposition.
Could you describe the work environment and atmosphere in your team/office?
The marketing team works in the same area, which makes communication within the team easy. Each member has different strengths, so it’s easy to ask the right person for advice.
On the other hand, there are fewer daily opportunities to interact with members of other departments, except during company events or trips. However, there is a strong culture of sharing good projects and knowledge, and people are generally cooperative even when busy.
In what ways do you feel you have grown since joining ZenGroup?
I feel that my teamwork and collaboration skills have grown the most. I now think more carefully about how my work affects others and how to share information in a way that helps colleagues move forward smoothly.
As a result, coordinating with others and working on multi-member projects has become much more efficient
Has ZenGroup supported your personal/professional growth?
Yes, the company’s learning support is very helpful. We have access to online learning platforms such as Udemy, where we can study not only marketing but also many other topics.
Some courses are quite expensive if purchased individually, so having company-provided access makes it much easier to learn when needed. We also receive recommendations on which courses are most important, so we can focus on priority areas instead of trying to learn everything.
What are you currently studying or learning to improve your marketing skills?
I study new advertising platforms and features together with my teammates, such as TikTok advertising. I’m also interested in data analysis tools and automation.
For example, I’ve worked on systems that automate contract processes—from form input and spreadsheet organization to template creation and automatic translation—so that multilingual teams can work efficiently using the same formats.
What do you like most about ZenGroup?
I really appreciate the multicultural environment and the fact that it’s easy to communicate with both international and Japanese colleagues. It’s also a great opportunity to improve Japanese language skills without feeling intimidated.
There are many different projects, and you’re constantly exposed to new trends and ideas. If you want to try something new, there are colleagues who can support you, and knowledge sharing is encouraged. That culture makes ZenGroup a very appealing place to work.
