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About the Role
We are seeking a Senior Manager, Performance Marketing to lead marketing measurement and performance optimization across Kobo’s global marketing organization. This is a highly strategic and hands-on role responsible for supporting our performance marketing strategy and how this strategy is measured, understood, and optimized across acquisition, retention, CRM, ecommerce, subscriptions, and lifecycle marketing. The ideal candidate combines deep performance marketing and analytical expertise with strong commercial acumen, translating complex data into actionable marketing decisions that improve customer acquisition efficiency, retention, conversion, and lifetime value.
Responsibilities
- Lead Marketing Measurement Strategy
- Own the end-to-end marketing measurement framework across the customer lifecycle, from acquisition through retention and re-engagement
- Develop and evolve attribution models to better understand channel contribution and optimize investment allocation
- Partner with the Senior Director on media mix modeling, incrementality testing, experimentation frameworks, and marketing performance diagnostics
- Establish marketing KPI frameworks across paid acquisition, CRM, ecommerce conversion, subscription health, retention, churn, customer lifetime value, and ROAS
- Drive Performance Optimization
- Partner closely with media, CRM and ecommerce teams to identify performance gaps and growth opportunities
- Analyze funnel performance across paid media, site conversion, checkout, onboarding, subscription flows, and retention journeys
- Support budget allocation, scenario planning, forecasting, and performance investment decisions
- Insight Delivery
- Deliver clear, executive-ready dashboards, reporting, and performance storytelling
- Translate complex data into concise recommendations for leadership and crossfunctional stakeholders
- Proactively surface trends, opportunities, and risks
- Build a culture of data-driven decision making across the marketing organization
- Cross-Functional Leadership
- Partner with product, data engineering, BI, finance, growth, and executive leadership to align business metrics and measurement frameworks
- Work with technical teams to ensure analytics implementation, tagging integrity, attribution quality, and data governance
- Champion consistency in measurement across channels, teams, and regions
Requirements
- 8+ years in marketing analytics, growth analytics, performance marketing analytics, ecommerce analytics, or related roles
- Proven experience leading marketing measurement strategy in a digital consumer business
- Deep expertise in acquisition, retention, ecommerce conversion and lifecycle performance
- Experience working across subscription, ecommerce, or high-growth digital business models
- Hands-on experience with Google Analytics 4
- Hands-on experience with Google Tag Manager
- Hands-on experience with Paid media platforms (Google Ads, Meta, DSP/programmatic platforms)
- Hands-on experience with Attribution and measurement tools (including SuperMetrics)
- Hands-on experience with CRM and lifecycle marketing platforms
- Hands-on experience with Experimentation / A/B testing platforms
- Hands-on experience with BI / visualization platforms (Looker, Tableau, Power BI, or equivalent)
- Hands-on experience with SQL and advanced data analysis
- Hands-on experience with Subscription, ecommerce, and cohort analytics tools
- Strong understanding of Multi-touch attribution
- Strong understanding of Media mix modeling
- Strong understanding of Incrementality testing
- Strong understanding of Customer lifetime value modeling
- Strong understanding of Cohort analysis
- Strong understanding of Churn analysis
- Strong understanding of Funnel optimization
- Strong understanding of Marketing forecasting and scenario modeling
- Strong executive communication and storytelling skills
- Ability to influence senior stakeholders through insight and commercial thinking
- Strategic mindset with strong business acumen
- Highly collaborative cross-functional leadership style
- Comfortable moving between strategy and execution
- Strong problem-solving orientation with a bias for action
Skills
- Google Analytics 4
- Google Tag Manager
- Paid media platforms (Google Ads, Meta, DSP/programmatic platforms)
- Attribution and measurement tools (including SuperMetrics)
- CRM and lifecycle marketing platforms
- Experimentation / A/B testing platforms
- BI / visualization platforms (Looker, Tableau, Power BI, or equivalent)
- SQL
- Advanced data analysis
- Subscription analytics
- Ecommerce analytics
- Cohort analytics
- Multi-touch attribution
- Media mix modeling
- Incrementality testing
- Customer lifetime value modeling
- Cohort analysis
- Churn analysis
- Funnel optimization
- Marketing forecasting
- Scenario modeling
- Executive communication
- Storytelling
- Commercial thinking
- Strategic mindset
- Business acumen
- Cross-functional leadership
- Problem-solving
Location
- Hybrid remote working environment
Work Type
- Hybrid remote
- Full-time
Experience Level
- Senior Manager
- 8+ years
Salary/Compensations
- CAD $97,020.00 - 147,020.00 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. is the world’s digital bookseller created by and for booklovers.
- Owned by Tokyo-based Rakuten Group, Inc. and headquartered in Toronto, Rakuten Kobo’s millions of worldwide users can read anytime, anywhere, and on any device.
- With a mission to make reading lives better for all, Rakuten Kobo connects readers to stories using thoughtful and personalized curation of eBooks and audiobooks, and the best dedicated eReaders and apps for reading.
- With the singular focus of making reading lives the best they can be, Kobo’s open platform allows people to fit reading into more moments in their busy lives.
- To learn more about Rakuten Kobo, visit www.kobo.com.
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.