VP, Loyalty & Retention Marketing

Job Description: About Rakuten International Rakuten International is a division of Rakuten Group, Inc., a Japanese global technology leader in services that empower individuals, communities, businesses and society. Headquartered in San Mateo, California with more than 4,000 employees worldwide, the Rakuten International business portfolio includes market leaders in e-commerce, digital marketing, advertising, communications and entertainment. We create products and services that provide exceptional value by aligning members and the businesses that want to engage them in a shared community. About Rakuten Rewards Rakuten is a leading shopping platform that offers Cash Back on purchases from all your favorite brands. By partnering with thousands of brands in apparel, beauty and wellness, dining, grocery, travel, on-demand services, subscription boxes and more, Rakuten helps members save and get more on everyday purchases. Since its founding in 1999, Rakuten has become the largest and most rewarding shopping experience, and its members have earned $4.6 billion in Cash Back just for shopping through Rakuten. For more information, visit Rakuten.com. Job Summary: We are seeking a visionary, data-driven, and customer-obsessed Vice President of Loyalty & Retention to lead our lifecycle marketing, member engagement, and loyalty strategy. This leader will be responsible for deepening user engagement, driving repeat activity, and increasing lifetime value across our entire membership base—from new joiners to long-time superfans. The VP will lead a cross-functional team to craft strategies that make Rakuten Rewards an indispensable daily habit and a household name in value-driven shopping. This role reports to the CMO, Rakuten Rewards. Key Responsibilities: Loyalty Strategy & Retention: 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 Retention & Lifecycle Marketing: 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 Customer Segmentation & Insights: 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 Cross-Functional Influence & Execution: 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 Qualifications: 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 Minimum Requirements: 12+ years of experience in CRM, lifecycle marketing, or loyalty strategy, with at least 5 years in senior leadership roles Bachelor's Degree Required Master's Degree Preferred #LI-CW1 Five Principles for Success Our worldwide practices describe specific behaviors that make Rakuten unique and united across the world. We expect Rakuten employees to model these 5 Shugi Principles of Success. Always improve, Always Advance - Only be satisfied with complete success - Kaizen Passionately Professional - Take an uncompromising approach to your work and be determined to be the best Hypothesize - Practice - Validate – Shikumika - Use the Rakuten Cycle to succeed in unknown territory Maximize Customer Satisfaction - The greatest satisfaction for our teams is seeing their customers smile Speed!! Speed!! Speed!! - Always be conscious of time - take charge, set clear goals, and engage your team Rakuten provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type. Rakuten considers applicants for employment without regard to race, color, religion, age, sex, national origin, disability status, genetic information, protected veteran status, sexual orientation, gender, gender identity or expression, or any other characteristic protected by federal, state, provincial or local laws. At the time of posting, Rakuten expects the base compensation for this role to be within the range shown below. Individual compensation will vary based on job-related factors, including the skills, qualifications, and experience of the successful candidate as well as business need and geographic location. The successful applicant for this role will be eligible for discretionary bonus, health, vision, dental insurance, 401k matching, PTO, Volunteer Time Off (VTO), and other employee benefits as the company implements. USD $157,464.00 - $293,760.00 annually Rakuten International oversees 7 businesses with over 4,000 employees globally. The brand is recognized for its leadership and innovation in e-commerce, digital content, advertising, entertainment, and communications, bringing the joy of discovery and access to more than 1 billion members across the world. Everyday team members deliver on the company’s mission to delight merchants and customers through innovation, optimism, and teamwork. Rakuten Rewards is a leading e-commerce company that enhances the way people shop by offering Cash Back, deals and rewards from more than 3,500 merchants. Founded in 1999, Rakuten has grown to become the go-to shopping destination for consumers, having paid out nearly $2 billion in Cash Back to its 15 million members. The company also operates ShopStyle, a leading fashion discovery destination, and Cartera Commerce, a top rewards platform for airlines and banks. For more information, visit www.rakuten.com. The Consolidated Appropriations Act’s Transparency in Coverage Rules require group health plans to disclose on a public website information regarding in-network provider rates and historical out-of-network allowed amounts and billed charges for covered items and services in two separate machine-readable files (MRFs). The MRFs for Rakuten’s Aetna benefit plan are provided in the link below. Aetna Transparency in Coverage: Machine-Readable Files | Rakuten