The Role We are seeking a Senior Manager, Performance Marketing to lead marketing measurement and performance optimization across Kobos global marketing organization.

This is a highly strategic and hands-on role responsible for support 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.

Why This Role Matters This role will be critical to helping Kobo scale efficiently by improving how we measure performance, understand customer behavior, allocate investment, and optimize the full customer lifecycle.

Success in this role will directly impact acquisition efficiency, retention performance, customer lifetime value, and overall business growth.

Key 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 cross-functional 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 Skills & Experience Required Experience 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 Technical Expertise Hands-on experience with: Google Analytics 4 Google Tag Manager Paid media platforms (Google Ads, Meta, DSP/programmatic platforms) Attribution and measurement tools (including Super

Metrics) CRM and lifecycle marketing platforms Experimentation / A/B testing platforms BI / visualization platforms (Looker, Tableau, Power BI, or equivalent) SQL and advanced data analysis Subscription, ecommerce, and cohort analytics tools Solid understanding of: Multi-touch attribution Media mix modeling Incrementality testing Customer lifetime value modeling Cohort analysis Churn analysis Funnel optimization Marketing forecasting and scenario modeling Leadership & Soft Skills 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 The Perks: Flexible hours and hybrid remote working environment Four extended long weekends in the summer Weekly Kobo Spark sessions

📌 Senior Manager, Performance Marketing (6 month contract) (Toronto)
🏢 Rakuten Kobo
📍 Toronto