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Rakuten Rewards · 3 hours ago

VP, Loyalty & Retention Marketing

San Francisco, CA

Full-time

Onsite

Director/Executive

$157K/yr - $294K/yr

12+ years exp

Rakuten International is a division of Rakuten Group, Inc., a Japanese global technology leader. They are seeking a visionary Vice President of Loyalty & Retention to lead lifecycle marketing and loyalty strategy, focusing on user engagement and increasing lifetime value across their membership base.

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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

Loyalty strategyLifecycle marketingData-driven mindsetCross-functional leadershipPerformance marketingCustomer segmentationGamification mechanicsPassion for customer valueCommunicationStorytelling skills