This survey focuses on the salary trends for Japan’s consumer brands, retail and e-commerce. We focus on the in-house market for digital, e-commerce, marketing, and social roles. Most data comes from foreign consumer brands in retail, luxury, lifestyle, and non-tech sectors.

Market Overview

2025 has felt quieter than 2024. Job flow is down and decisions are slower, especially among foreign companies.

Even so, demand for bilingual digital talent remains strong. The hardest roles to fill are digital marketing, e-commerce, and CRM.
Social media salaries have risen slightly due to sustained demand. Compensation in CRM, e-commerce, and analytics has remained stable.

Context of Salary Trends for Japan’s Consumer Brands, Retail and E-commerce

In most non-tech consumer brands, bonuses sit around 10-15% of base salary. US-backed tech and fintech firms typically pay 50-100% higher total packages when you include bonuses and shares.

A digital marketing manager, for example, could earn almost double the base salary by moving from a retail or luxury brand to a US tech platform. Work cultures are very different, and recent layoffs in global tech mean these roles no longer offer the stability they once did.

Changes in the Last Year

Roles now combine more skill sets. E-commerce managers often handle marketplace strategy, D2C optimisation, and CRM integration. Social teams manage influencers and content production, not just agencies. Digital marketing teams have shifted toward performance and automation as budgets tighten.

Candidate Mindset

Candidates are more practical this year. They want pay progression, security, and global exposure. Hybrid work is preferred, but most no longer expect full remote. Interest in overseas relocation continues to grow, but opportunities are limited due to slow visa processes.

Hiring Advice for Employers

• Reassess salary bands. Digital and social roles now drive growth.
• Communicate career paths clearly. Growth and stability matter.
• Offer flexibility within structure. Three days in the office is now seen as ideal.
• Move quickly. Good candidates often have multiple options.

Advice for Candidates

• If moving from agency to brand, focus on business impact. Show revenue,
  conversion, and growth impact, not just creative output.
• If aiming for tech or platform roles, expect a sideways step before seeing higher pay.
  Show you can work at scale and manage global stakeholders.
• Digital marketing, e-commerce, and social are still in short supply. If you are flexible
  and open to learning, 2025 is still a strong year to move.

Summary

Salary Trends for Japan’s Consumer Brands, Retail and E-commerce have shown a slight slowdown, but core digital functions remain essential for every brand. Salaries are stable or slightly higher, and bilingual talent is still scarce. Success in hiring will come from clarity, speed, and aligned expectations.

Read our Salary Benchmark with a focus on agencies and consultancies here.

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.

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