VP, Loyalty & Retention Marketing

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 Rakiten'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

Compensation USD $157,464.00 - $293,760.00 annually. At posting time, Rakuten expects base compensation within this range. Eligible for discretionary bonus and standard benefits.

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