Rakuten · 5 months ago
VP, Loyalty & Retention Marketing
San Mateo, California
Full-time
Onsite
Director/Executive
$157K/yr - $294K/yr
12+ years expRakuten is a leading shopping platform recognized for its innovation in e-commerce and customer engagement. They are seeking a Vice President of Loyalty & Retention to lead lifecycle marketing and loyalty strategies, aiming to enhance user engagement and lifetime value across their membership base.
E-CommerceElectronicsFinTechInternetPayments
Responsibilities
Own the end-to-end strategy for customer loyalty, membership tiers, and retention
Define and scale the next generation of Rakuten’s loyalty program—driving emotional affinity and behavioral frequency
Identify opportunities to evolve value propositions, tiers, reward structures, and gamification mechanics
Drive the Rak+ paid membership growth strategy
Lead a high-performing team to design and execute multi-channel lifecycle campaigns(email, push, etc.)
Increase member activation, engagement, and reactivation through personalized journeys and behavioral triggers
Partner with Product & Engineering teams to build the tools and systems needed to execute at scale
Develop segmentation strategies that address the unique needs of high-LTV users, dormant shoppers, and new members
Leverage data science, testing frameworks, and member feedback to continuously optimize strategies
Champion a culture of experimentation, using insights to test, learn, and improve across cohorts
Serve as a senior voice of the customer across Marketing, Product, and Operations
Collaborate with Brand, Growth Marketing, Product Marketing, and Product teams to ensure loyalty strategies are integrated into broader initiatives
Influence executive stakeholders on key strategic investments and prioritization of member-first initiatives
Qualification
Required
Strong background in performance marketing, fintech, retail, or consumer platforms
Deep understanding of loyalty mechanics, gamification, behavioral triggers, and subscription/value-based models
Exceptional ability to lead cross-functional teams, drive vision, and execute with operational rigor
Data- and experimentation-driven mindset; highly skilled in using analytics and insights to drive retention outcomes
Excellent communication and storytelling skills—capable of aligning diverse teams and influencing the C-suite
Passion for delivering meaningful value to customers and building lifelong brand relationships
12+ years of experience in CRM, lifecycle marketing, or loyalty strategy, with at least 5 years in senior leadership roles
Bachelor's Degree Required
Preferred
Master's Degree Preferred
Benefits
Discretionary bonus
Health
Vision
Dental insurance
401k matching
PTO
Volunteer Time Off (VTO)
Other employee benefits
Company
Rakuten
Rakuten is a provider of e-commerce, fintech, digital content, and communications products and services.
10001+ employees
Funding
Current Stage
Public CompanyTotal Funding
$7.27BKey Investors
Japan Post Holdings
2025-10-17Post Ipo Debt· $546.3M
2024-12-05Post Ipo Debt· $550.22M
2024-04-04Post Ipo Debt· $1.98B
Leadership Team
Mickey Mikitani
Founder, Chairman & CEO
K
Kentaro Hyakuno
Director, Executive Vice President & COO
Recent News
2026-01-09
Deccan Chronicle
2025-12-25
Company data provided by crunchbase