At Coto World, we believe that great marketing isn’t about campaigns and clicks, but about connecting people through powerful storytelling and community. We also know that the best people to market a language school are people who truly understand what it means to learn one.

Let’s meet Gigi, Coto Academy’s Marketing Coordinator. Born and raised in Taiwan, educated in Vancouver, and now working in Tokyo, the multilingual marketer joined Coto in 2022 as a freelancer and quickly grew into a key role spanning paid advertising, platform strategy, and cross-divisional coordination. Today, she is one of the driving forces behind Coto World’s marketing operations, supporting brand growth and new business initiatives as the company continues to expand. She knows the brand inside and out: the story we are building, the students we serve, and the people behind it all

Read on to hear Gigi’s story, and get a first-hand look at what it’s really like to build a marketing career at Coto World.

Welcome, Gigi! Tell us a bit about yourself.

Hi, I’m Gigi, born and raised in Taiwan. I’m part of the marketing team, where I act as a bridge between operations and marketing.

I also focus on business development at Coto. This includes leading the marketing efforts for Coto School Finder, such as paid advertising, newsletters, and social media, as well as supporting the Coto Online platform. For Coto Online, I provide suggestions to optimize the platform and manage communication with the developers. In addition, I contribute to campaign strategy and support various cross-functional projects.

You could say I’m involved in a bit of everything!

Did you always know you were going to work in the marketing field? 

Before joining Coto, I studied marketing at the University of British Columbia in Vancouver, Canada. I have always wanted to pursue something business-related while still having room for creativity, and marketing felt like the perfect balance.

I worked with several companies on marketing strategies. That made me realize how powerful marketing can be in shaping a customer’s journey, from discovering a service to making a purchase decision.

It sounds like, at Coto, you are working on a lot of things at the same time. Can you tell us your most exciting project so far?

Out of all the projects, I’m especially excited about the potential of Coto School Finder. With many ongoing initiatives, it can be challenging to dedicate as much time as I’d like, but I’m really interested in exploring ways to grow the business. I have a lot of ideas in mind — just looking forward to having more time to bring them to life!

Talking about ideas, where do you look for one — and find inspiration?

From my own experiences. I like to pick up inspiration from everyday life while also researching competitors to see what’s working in the market. For example, I might create a video inspired by an online trend, a past event I attended, or a marketing campaign that stood out to me.

What was the biggest factor for you to work at Coto World?

I initially chose Coto to explore what it’s like to work in marketing. Coto is a place where you can freely experiment, try new things, and bring fresh ideas to the table.

What do you find most rewarding about working at Coto?

I remember having the opportunity to visit our Yokohama campus and film interview videos with our students. It was my first time interacting with them directly. It made me realize that I’m working for a company that genuinely cares about its students and the services it provides.

I still remember the smiles on their faces as they talked about their lessons and how studying at Coto has helped make their lives in Japan run more smoothly. Moments like that have become a strong source of motivation for me in my work.

How would you describe the team culture within the Marketing Division?

I think the marketing team’s atmosphere is always evolving. The team balanced mix of experts in their respective fields. Everyone is supportive and willing to help one another! For example, my manager and I often sit down together to discuss how we can improve things and brainstorm new ideas for Coto School Finder.

What is one skill or project that has really helped you grow professionally?

I’ve sharpened my skills through every project I’ve been involved in. For example, through the Coto Online and website renewal projects, I developed my project management and design skills. With Coto School Finder, I’ve strengthened my ability to handle multiple tasks simultaneously while also improving my skills in email marketing, social media marketing, and more.

Each project has contributed to my professional growth in different ways!

What are your favorite things to do in Tokyo (or beyond) when you aren’t working on Coto projects?

Definitely matcha hopping. I love exploring new matcha spots around the city since I’m a huge matcha fan. I’m also a big fan of Japanese-style pudding, so I often visit shops that are known for their pudding as well.
Aside from that, I enjoy walking around local 商店街 (shopping streets), discovering new cafés, and exploring unique little shops in different neighborhoods.

What would you say to someone who wants to start their career in marketing at Coto?

I would say that if you don’t have much experience in the field or are looking to start a career in Japan, marketing roles at Coto can be a great opportunity. Since the role doesn’t strictly require Japanese skills, it’s especially great for newcomers.
Also, because Coto is a relatively small company, there are many opportunities to grow. You just need to be proactive and take the initiative to make the most of them.

The Marketing Division welcomes you!

Ready to join us?

At Coto World, we are always on the lookout for curious, driven people who are passionate about language, culture, and building something meaningful. Whether you are just starting out or looking to grow your skills in a dynamic, multilingual environment, we would love to hear from you.

The Marketing Team welcomes interns who want to help grow our brand through social media and online presence, and who are eager to contribute to something that genuinely connects people. If that sounds like you, check out our careers page and take the first step.