VP, Loyalty & Retention Marketing

Rakuten International oversees 7 businesses with over 4000 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. Our teams deliver on the companys mission to delight merchants and customers through innovation optimism and teamwork.

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 health and beauty 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 .

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 basefrom 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 Rakutens loyalty programdriving 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 skillscapable 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

• Bachelors Degree

• Masters Degree Preferred

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