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About the Role

Rakuten Kobo is seeking a CRM Marketing Manager, Subscriptions to drive acquisition, trial conversion, engagement, retention, and customer lifetime value through lifecycle marketing for Kobo Plus and Audiobooks. This data-driven role involves developing personalized customer journeys across various channels, collaborating with multiple teams, and optimizing subscription business economics.

Responsibilities

Own the Subscription Customer Lifecycle
Develop and execute CRM strategies across the Kobo Plus and Audiobooks customer lifecycle, from acquisition and onboarding through engagement, retention, win-back and reactivation.
Identify opportunities to improve trial-to-paid conversion, content discovery, add-to-library behaviour, engagement, retention, and lifetime value.
Build and optimize always-on automated journeys alongside targeted campaigns and promotional programs.
Develop strategies for key customer moments including onboarding, trial expiry, declining engagement, churn risk, cancellation and win-back.
Drive Personalization & Experimentation
Use customer behaviour, preferences, and lifecycle signals to create increasingly personalized and relevant communications.
Develop segmentation strategies that improve targeting and customer experience.
Build a strong experimentation roadmap across messaging, creative, offers, timing, frequency, audience and journey design.
Partner with Analytics to understand customer behaviour, evaluate incremental impact and translate insights into actionable CRM strategies.
Continuously optimize programs based on performance, customer insights and test results.
Deliver Best-in-Class CRM Programs
Own campaigns and lifecycle programs end-to-end, from strategy and briefing through execution, QA, launch and post-campaign analysis.
Write clear, insight-led creative briefs and partner with Creative teams to develop effective customer communications.
Work closely with Marketing Delivery and Marketing Technology teams to ensure accurate targeting, data logic and execution.
Maintain high standards for QA, customer experience and operational excellence across all communications.
Help evolve Kobo's use of email, push, SMS and emerging lifecycle channels.
Partner Across the Business
Work closely with Subscription, Content, Product, Analytics, Creative, Marketing Technology and other teams to deliver against shared growth objectives.
Support major subscription initiatives, product launches, promotions and strategic business priorities.
Bring a strong customer and lifecycle perspective into cross-functional planning.
Clearly communicate performance, insights, recommendations and opportunities to stakeholders.

Requirements

3-5+ years of experience in CRM, lifecycle, retention or digital marketing, ideally within a subscription, e-commerce, streaming, media or consumer technology business.
Demonstrated experience building lifecycle programs that improve conversion, engagement, retention and/or customer lifetime value.
Strong understanding of subscription customer journeys, including acquisition, onboarding, trial conversion, engagement, churn prevention and win-back.
Hands-on experience developing and optimizing email and push programs; experience with SMS or other direct channels is an asset.
Strong knowledge of segmentation, personalization, marketing automation and A/B testing.
A highly analytical mindset with the ability to turn performance data and customer insights into clear actions.
Experience using marketing automation platforms such as Oracle Responsys, Salesforce Marketing Cloud or similar.
Experience with analytics and reporting platforms such as Google Analytics, Tableau or similar.
Strong project management skills with the ability to manage multiple programs and stakeholders simultaneously.
Excellent written and verbal communication skills.
Strong attention to detail without losing sight of the broader customer and business opportunity.
Curiosity about emerging CRM, personalization, AI and lifecycle marketing capabilities.
Knowledge of privacy regulations, consent management and CRM best practices.

Skills

CRM
Lifecycle Marketing
Retention Marketing
Digital Marketing
Subscription Marketing
E-commerce Marketing
Streaming Marketing
Media Marketing
Consumer Technology Marketing
Email Marketing
Push Notifications
SMS Marketing
Segmentation
Personalization
Marketing Automation
A/B Testing
Data Analysis
Project Management
Communication Skills
Attention to Detail
Emerging CRM Capabilities
Emerging Personalization Capabilities
Emerging AI Capabilities
Emerging Lifecycle Marketing Capabilities
Privacy Regulations
Consent Management
CRM Best Practices

Location

Hybrid remote working environment

Work Type

Hybrid
Full-time

Experience Level

3-5+ years

Salary/Compensations

CAD $77,837.00 - 122,548.53 annually

Benefits

Competitive salaries
Performance based annual bonuses
Stock options
Training opportunities
Flexible hours
Hybrid remote working environment
Subsidized in-office lunches
Four extended long weekends in the summer
Full benefits starting from your first day
Paid Volunteer days
Unlimited sick days
3% RRSP matching
Work From Anywhere Program for up to 3 months (90 days)
Lifestyle spending account
Talent and development training budget
Free Kobo device + free weekly e-book or audiobook
Weekly Kobo Spark sessions
Maternity/paternity leave top up
Dog friendly office
Stock options
Health insurance
Vision insurance
Dental insurance
RRSP matching
Personal Time Off (PTO)
Volunteer Time Off (VTO)

About the Company

Rakuten Kobo Inc. offers a casual working start-up environment with friendly and talented individuals.
Employees rank the company highly in terms of commitment to work/life balance.
Rakuten Kobo believes in rewarding employees with competitive salaries, performance-based annual bonuses, stock options, and training opportunities.
The company's mission is to make reading lives better for all.
Rakuten Kobo is the world’s digital bookseller created by and for booklovers, owned by Tokyo-based Rakuten Group, Inc. and headquartered in Toronto.
Millions of worldwide users can read anytime, anywhere, and on any device.
Kobo connects readers to stories using thoughtful and personalized curation of eBooks and audiobooks, and the best dedicated eReaders and apps for reading.
Kobo’s open platform allows people to fit reading into more moments in their busy lives.

Equal Opportunity

Rakuten Kobo Inc. is an equal opportunity employer.
Accessibility accommodations for candidates with disabilities participating in the selection process are available on request.
Any information received related to accommodation needs of applicants will be addressed confidentially.
Rakuten is an equal opportunity employer.
Accessibility accommodations for candidates with disabilities participating in the selection process are available on request.
Any information received related to accommodation needs of applicants will be addressed confidentially.