In this ongoing interview series, I explore how professionals reinvent their paths, like Hiroko Imai, who went from YouTube creator to social media strategist, building a career that bridges creativity, business, and global culture.

In the fifth installment, I once again feature Hiroko Imai, who gained wide attention through the popular YouTube channel Asian Boss, with over 3.8 million subscribers.

In this second part, I ask her about the period of searching and uncertainty after leaving her previous job, how she carved out a new career path, and what led her to enter the field of social media marketing.

A Career Turning Point Sparked by a New Encounter

“It was during that time when I was still exploring my career path that I suddenly got a message from someone I had met at a YouTuber gathering,” she recalls.

That person turned out to be none other than Marina, the former director of the YouTube channel Cut—and someone she had long admired.

Marina | #TBT | Cut

“When Marina said to me, ‘Hiroko, you’re good at Japanese, right?’ I was a little surprised, and replied, ‘Japanese is definitely my strongest language!’” she says.

Then came an unexpected proposal from Marina:
“I know you probably already have a job, but I’d like you to think about a possible career move.”

The offer was to join as a founding member of the Tokyo office of Ralph Creative, a UK-based creative agency specializing in social media.

Meeting Marina, Her Longtime Inspiration

It all began with an invitation from YouTuber Max Di Capo. He invited Hiroko to a Thanksgiving gathering, saying, “It’s a great chance to experience American culture.” The venue was filled with creators she admired, and among them was Marina, the Youtuber of Cut.

They had known of each other even before meeting. Inevitably, globally viral channels come across your radar, but Marina’s videos stood out with exceptionally high quality—so much so that even when Hiroko tried to imitate them, she could never quite replicate them.

The moment she spotted Marina at the event, she thought, “I need to act cool!”—while inside she was bursting with excitement: “It’s Marina!” And then, before she could gather the courage, Marina approached her first.

“Hi Hiroko, I’ve been watching your video” Marina said casually. Stunned, Hiroko’s mind went blank and she blurted out, “I’m your fan!” with a laugh. From there, the conversation flowed naturally, including discussions about filming techniques she had always been curious about. She also learned for the first time that Marina had gained experience working at a video production company, which made her realize just how professional she truly was.

“I didn’t fully understand everything, but it was just so cool!” she recalls. That feeling said it all. This encounter turned out to be a major turning point that eventually led to her joining Ralph Creative.

Lessons Learned from Someone She Respected

Over time, Marina became an even more special and deeply respected presence for Hiroko.

“She’s younger than me, but as a person she’s incredibly mature and admirable. Even when facing difficulties in a project, she never became negative—she was always calm and level-headed. She never criticized anyone, just accepted things gracefully. That natural attitude left a strong impression on me.”

Marina also had the ability to see the bigger picture, anticipate several steps ahead, and act with precision.

“I thought to myself, This is the kind of person I want to become. She wasn’t just a YouTuber—she was a woman building her career in the business world, and I found that truly inspiring.”

“I even thought, If I could work under Marina and learn from her brilliance, I wouldn’t care about the salary—I’d go to the interview right away!”

With that conviction, she didn’t hesitate to accept the interview with Ralph Creative. Her bilingual skills and experience on YouTube were highly valued, and she was quickly offered the position.

Days of New Challenges and Learning

Right after joining Ralph Creative, everything was unfamiliar to her. She recalls that even during meetings, she couldn’t simply say “I don’t understand”—so she had to figure things out through trial and error as she went along.

At her previous job, Hiroko had mainly focused on YouTube, but at Ralph Creative her role expanded to include Instagram and TikTok as well. Each platform was like speaking a different “language,” requiring unique strategies. While the basic principle of working backward from business goals was the same, on X (formerly Twitter) boosting shareability was key, while on Instagram it was crucial to identify the most effective formats, such as Reels.

Back then, it was a constant process of trial and error, and she immersed herself in learning every day. Among the biggest influences on her during that time was Chris, the Creative Director at Ralph Creative.

“He trusted his team completely and never interfered unnecessarily. But if you asked for help, he’d surprise you with brilliant ideas. And no matter who made a mistake, he always had their back. That kind of presence meant everything.”

Now that she holds a senior position herself, she realizes just how difficult that attitude is to embody.

“Honestly, sometimes I feel like it would be faster to just do things myself. But if I do that, my team won’t grow. It takes real courage to let go and give people the space to figure things out. Being able to say, ‘I trust you completely—I’ll leave it all to you’… that’s something I’m still challenging myself to do,” she reflects.

An Open Space for Bold Challenges

Not long after joining the company, Chris boldly entrusted her with a project, saying, “I’m leaving this one to you.” Being assigned such responsibility on her third day at work, she recalls reacting with surprise—“What, already?!”—but also deciding to give it her all.

“I think I’m the type who says, ‘I don’t know yet, but I’ll do my best!’—and that’s why he felt he could trust me. In this environment, if you’re willing to put in the effort, people will trust you and give you opportunities. That’s what gave me the confidence to take on challenges without fear.”

Marina, who was her colleague at the time, also supported her closely. Whenever Hiroko felt unsure, Marina would say, “Let’s figure it out together,” offering hints and encouragement. She became someone who nurtured Hiroko’s growth with praise and guidance. Looking back, Hiroko says it was thanks to the support of both Chris and Marina that she could dive into a new environment without anxiety.

Her work involved building strategies by working backward from clients’ business goals, conducting competitive research, and producing reports. Normally, such detailed research might be dismissed as “not worth spending time on,” but in this environment, she was encouraged: “Sounds good, go ahead and try it.” That support allowed her to transform the process into her own valuable learning experience. Having opportunities to present her research also meant she could receive advice from more experienced colleagues.

During her YouTuber days, revenue was directly tied to view counts. But with brand-owned social media, strategy changes depending on the goal—whether it’s brand awareness, conversions, or something else. Gaining that understanding, she says, was a major discovery for her.

Days Immersed in Social Media

Back then, she often found herself so absorbed in research that before she knew it, it was already past 1 a.m. It wasn’t something the company demanded—she simply enjoyed it so much that she couldn’t stop. Guided by the mindset of “Fake it till you make it,” she would research, form hypotheses, test them, and then research again. That cycle was never a burden—it was, in fact, a time she found herself completely engrossed in.

Social media is a world where algorithms are constantly changing. The more effort you put in, the more results you see, and the more opportunities are open to anyone. Drawn to that speed and dynamism, Hiroko gradually became deeply engaged with social media, despite having had little initial interest in it.

In the past, many jobs required specialized study and formal degrees, but the world of social media is different. Here, it’s those who keep learning and adapting to algorithm changes, and those who put in the effort, who reap the rewards.

“For me, it’s like planning a trip—I enjoy the very process of forming hypotheses and testing them,” she explains. For her, social media research was both part of her job and a natural extension of her strengths.

“I’ve always loved doing research on my own. Even when I travel, the time I enjoy most is figuring out ‘Where should I go? What should I do?’ and researching it all,” she says. With that kind of personality, it may have been only natural that she became so immersed in the world of social media.

The Background Behind Her Decision to Change Career From YouTube creator to social media strategist

Just as she intended to continue building her career at Ralph, an unexpected turning point arrived. With marriage and childbirth on the horizon, she began to feel a strong sense of responsibility: “I have to be the one to support my family.” That realization led her to decide on a career change.

“I had only ever worked at Ralph, so I didn’t know anything about changing jobs. Copywriter, project manager, strategist… I wasn’t even sure what role I should be applying for,” she recalls.

At that time, a colleague gave her clear advice: “Your strength lies in strategy.” Taking those words to heart, she re-examined her career and revised her LinkedIn profile to focus on measurable, results-based achievements. Before long, recruiters began reaching out to her.

Ultimately, it was through a colleague’s referral that she took the step into a new career path.

Her story of going from YouTube creator to social media strategist reflects a growing trend, where digital creators transform their storytelling skills into data-driven, brand-focused strategy roles.

A New Perspective Gained on the Brand Side

One day, she was contacted through LinkedIn by her dream brand, DJI, with an offer to become an SNS Manager. For someone who had always wanted to understand not just the agency side but also the brand side of marketing, it was the perfect opportunity.

At DJI, she continually sought out new challenges rather than sticking to conventional methods. At the time, KOL (Key Opinion Leader) initiatives were typically limited to a small number of influencers. But she believed in actively connecting with up-and-coming creators. She personally reached out via social media DMs, met them in person, and built relationships directly. Even with limited budgets, she encouraged them: “Let’s do whatever we can together and make it work.” Step by step, she expanded her network of collaborators.

As a result, the KOL community grew to over 100 people. Impressions and view counts rose dramatically, and the brand was able to secure larger budgets. For creators, these connections also led to collaborations with other brands, making it a mutually beneficial growth opportunity.

“Even now, I still keep in touch with many of the people I met back then in my private life. Those connections have turned into lasting friendships,” she says with a smile.

The Current State of Japan’s Social Media Market

She describes Japan’s social media industry as being “in a true period of transition.”

“Japan tends to be a little cautious when it comes to adopting new things. That caution can be both good and bad. Until recently, the mainstream approach was TV commercials and magazine ads, but now the shift toward social media is unmistakable,” she explains.

Abroad, social media marketing is already the norm—brands are allocating significant budgets, seeing results, and then reinvesting even more as a result. In Japan, however, the transition is still underway. While foreign brands’ Japanese branches have made progress, many domestic companies are only just beginning to take on the challenge.

Even so, she views the increasing number of companies saying “Let’s give it a try” and “Let’s invest more in social media” as a very positive sign.

Looking ahead, she believes that in five years’ time, “SNS advertising will become more commonplace than TV commercials.”

How AI Will Transform the Future of Work

At the same time, she feels a strong sense of urgency about the impact that AI will have on social media-related work.

“AI tools like ChatGPT are already advanced enough to replace junior-level tasks. What used to take five hours can now be completed in just 30 minutes—including fact-checking. Of course, I want to nurture junior staff, but the reality is that ChatGPT is simply that capable,” she says with amazement. She feels firsthand that AI is not just a tool for efficiency—it has the power to fundamentally change the very quality of day-to-day work.

As AI continues to advance, it may even take on higher-level tasks such as content planning and strategy. The process of generating ideas based on past data and case studies is already something AI excels at.

“There’s a real possibility that within ten years, even senior positions may no longer be necessary.”

Despite this sobering outlook, she isn’t standing still. While making it a priority to succeed in her current projects, she has also begun exploring “the things only I can do.”

Her focus now is on how to create value that cannot be replaced by AI—and with that question in mind, she is determined to carve out her career in this new era.

Delivering Social Media as a “Teacher”

Looking ahead, she wants to focus on “employee training specialized in social media.”

She is already receiving consulting requests from major corporations, often hearing concerns like: “We launched an SNS department, but we don’t have specialized talent, so we’re not seeing results. How can we fix this?” To address this, she hopes to create customized training materials for each company—covering everything from explanations of basic terminology to designing channel-specific objectives, and even how to integrate the latest trends. Her goal is to establish a program where employees can successfully implement what they’ve learned within six months, with her guidance along the way.

For her, teaching has always been a starting point. Originally, as an English instructor, she wanted to “help people embrace new ways of thinking through language as a tool.” She sees SNS in the same way. Supporting people who want to share but don’t know how, and giving them the confidence to move forward, is what she finds most fulfilling. “I realized once again how much I love being a teacher,” she says.

Because this training will also be part of corporate professional development programs, companies can take advantage of government subsidies for employee training, which reduces their financial burden and provides participants with a safe and supportive environment. While continuing her full-time job, she plans to move forward in a way that doesn’t interfere with her main role—broadening the understanding of SNS not just as an operational skill, but as a powerful tool for business growth.

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What became clear through this series is Hiroko’s enduring attitude of “keep learning and keep sharing.”

From her beginnings as an English instructor, to her challenges with YouTube and Asian Boss, to the expertise she honed at a social media agency, and finally to the new perspectives she gained on the brand side—she has consistently stepped into new worlds, absorbed what she learned, and shared it in her own words. In the fast-changing world of social media, that journey shines all the more brightly.

Personally, I was deeply inspired by her flexibility, as well as by the way she always approaches things with positivity and joy. Just by speaking with her, I felt energized, and I thought, “This personality is what draws people to her.”

Her determination to never forget the joy of encouraging others as a “teacher,” and to pass on what she has learned to the next generation, is truly admirable—and will no doubt serve as a guiding light for those who follow. Hiroko Imai’s journey from YouTube creator to social media strategist shows how curiosity, adaptability, and lifelong learning can transform a passion into a powerful profession. Her story reminds us that reinvention is possible at any stage, especially in the fast-evolving world of digital marketing.

Thank you so much for reading to the end once again. In the next installment, I look forward to bringing you the story of another person who, like Hiroko, is living an inspiring life.

–Saaya Miyazaki

Cogs is an executive search and recruitment agency specialising in connecting creative-minded individuals with global career opportunities.

For further reading and resources, check out our blog: Cogs Agency. And make sure to read other interviews by Saaya like this one with Yuki Osawa or Daniel Inoue.

Reach out by sending an e-mail to contact@cogsagency.com , check out our LinkedIn page for the latest job updates and read more of our articles.

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