J-Wood

Background

J-WOOD is a residential home builder operating across the Tohoku region of Japan. I joined the corporate communications team with a broad remit covering digital marketing, web, advertising, content and creative production.

Very quickly, the role became much wider than communications alone.

Challenge

Marketing activity was spread across multiple branches, agencies, channels and formats, often with different ways of working and measuring performance.

The opportunity was to connect those pieces into something more coherent: better visibility into what was working, stronger digital customer journeys, more consistent creative and less dependence on external production.

What I did

I worked across strategy and execution, including Meta advertising, GA4 analysis, SEO, website and landing-page UX, campaign planning, content design and creative direction.

I helped bring paid social operations and reporting in-house, introduced more consistent campaign tracking, supported corporate website renewal planning, and worked across regional campaigns covering six prefectures.

I also introduced generative AI into day-to-day production, using it for ideation, copy, visual development and architectural imagery. Depending on the workflow, this reduced work that previously took days to a matter of hours.

Alongside this, I became involved in new product development, including the marketing and experience design of a new premium housing proposition.

Outcome

J-WOOD gained stronger in-house digital marketing capabilities, clearer campaign measurement and a more integrated approach across web, advertising and creative production.

For me, the role also marked a shift from designing individual experiences to shaping the wider system around them: product, marketing, technology and the customer journey as a whole.