Speak Japan Launch & Scale

Overview

Speak is an AI-powered language learning platform backed by the OpenAI Startup Fund and Accel. When we introduced Speak to Japan, our mission wasn’t just to launch an app - it was to build a business from the ground up and create a playbook for further international expansion. The Japanese market has a massive appetite for English learning, but users also hold exceptionally high standards for trust, quality, and cultural relevance. My role was to bridge that gap, translating a great global product into a beloved local brand.

Challenge

• Starting from zero: Building a brand-new business footprint in a fiercely crowded and traditional education market.
• Translating the value: Making the concept of “AI-powered learning” feel relatable, trustworthy, and practical for Japanese consumers.
• Igniting growth: Designing a scalable growth engine from scratch, spanning everything from top-of-funnel brand awareness to daily team operations.

My Approach

As the market lead, I owned the strategy, execution, and P&L for Japan. I looked at growth through a full-funnel lens, which meant diving into everything from national TV commercials and influencer marketing to performance media, CRM, and strategic partnerships.

Equally important was building the team’s internal culture. I focused on establishing a healthy, transparent operating rhythm—ensuring the Japan team had clear goals, shared context, and the autonomy to make fast decisions and take true ownership of their work.

Result

• From zero to millions: Scaled the Japan market from a blank slate into a multi-million dollar ARR business.
• Top of the charts: Propelled the app to the #1 and #2 spots in both the iOS and Android education categories.
• National scale: Successfully directed high-impact national campaigns across TV, major influencer networks, and corporate partnerships.
• A growing team: Recruited, coached, and mentored a talented, high-performing local team of 10+ professionals.

Key work

• Japan GTM & Positioning: Tailoring the brand and unique voice for the local market.
• Full-Funnel B2C Growth: Scaling paid media, brand marketing, and CRM channels.
• National Campaigns: Leading creative direction for TVCM and influencer marketing.
• Strategic Partnerships: Driving business development and local alliances.
• Team Leadership: Building the local team, coaching, and setting up workflows.