Job Description: Here at Rakuten Kobo Inc. we offer a casual working start-up environment and a group of friendly and talented individuals. Our employees rank us highly in terms of commitment to work/life balance. We realize that for our people to be innovative, creative and passionate they need to feel valued and supported. We believe in rewarding all our employees with competitive salaries, performance based annual bonuses, stock options and training opportunities.

If you’re looking for a company that inspires passion, personal, and professional growth – join Kobo and come help us on our mission of making reading lives better.

The Role: Rakuten Kobo is looking for a CRM Marketing Manager, Subscriptions to join our CRM &Lifecycle; Marketing team.

Reporting to the Senior Manager, CRM, this role will own and optimize key customerjourneys across Kobo Plus and Audiobooks, using lifecycle marketing to drive acquisition, trial conversion, engagement, retention and customer lifetime value.

This is a highly data-driven role at the intersection of customer strategy, personalization, experimentation and execution. You will develop targeted lifecycle programs across email,push and emerging channels such as SMS, using customer behaviour and insights todeliver more relevant experiences at every stage of the subscription journey.

You will partner closely with Kobo Plus, Analytics, Creative, Content, Marketing Technology, Product and other teams to identify growth opportunities, develop campaigns and always on journeys, test new approaches and continuously improve performance.

Success in this role means moving beyond individual campaigns to build smarter, morepersonalized lifecycle experiences that strengthen customer engagement and improve thelong-term economics of our subscription businesses.

The Person You are equal parts customer advocate, marketer and problem solver. You are curiousabout why customers behave the way they do and are excited by finding ways to make theirexperience better while improving business performance.

You are comfortable moving between strategy and execution: digging into performancedata, developing a lifecycle hypothesis, briefing creative, working through targeting logic and evaluating whether a program worked.

Most importantly, you don’t think of CRM as simply sending more emails. You see it as anopportunity to use data, technology, creativity and experimentation to build strongerrelationships with customers over time.

What You’ll Do 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, addto-library behaviour, engagement, retention, and lifetime value.

Build and optimize always-on automated journeys alongside targeted campaignsand 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 increasinglypersonalized 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 incrementalimpact and translate insights into actionable CRM strategies.

Continuously optimize programs based on performance, customer insights and testresults.

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 developeffective customer communications.

Work closely with Marketing Delivery and Marketing Technology teams to ensureaccurate targeting, data logic and execution.

Maintain high standards for QA, customer experience and operational excellenceacross 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 strategicbusiness priorities.

Bring a strong customer and lifecycle perspective into cross-functional planning.

Clearly communicate performance, insights, recommendations and opportunitiesto stakeholders.

What You’ll Bring

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/Btesting.

A highly analytical mindset with the ability to turn performance data and customerinsights 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.

Robust project management skills with the ability to manage multiple programs andstakeholders simultaneously.

Excellent written and verbal communication skills.

Strong attention to detail without losing sight of the broader customer and businessopportunity.

Curiosity about emerging CRM, personalization, AI and lifecycle marketing

capabilities.

Knowledge of privacy regulations, consent management and CRM best practices.

The Perks:





Flexible hours and 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, and 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

About Rakuten Kobo Inc. 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.

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 Kobo would like to thank all applicants for their interest in this role however only qualified candidates will be shortlisted.

#RKIND

Five Principles for Success Our worldwide practices describe specific behaviors that make Rakuten unique and united across the world. We expect Rakuten employees to model these 5 Shugi Principles of Success.

Always improve, Always Advance

- Only be satisfied with complete success - Kaizen

Passionately Professiona

l - Take an uncompromising approach to your work and be determined to be the best

Hypothesize - Practice - Validate - Shikumika

- Use the Rakuten Cycle to succeed in unknown territory

Maximize Customer Satisfaction

- The greatest satisfaction for our teams is seeing their customers smile

Speed!! Speed!! Speed!!

- Always be conscious of time - take charge, set clear goals, and engage your team

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.

At the time of posting, Rakuten expects the Compensation (base salary + discretionary bonus) for this role to be within the range shown below. Individual compensation will vary based on job-related factors, including the skills, qualifications, and experience of the successful candidate as well as business need and geographic location. The successful applicant for this role will be eligible for stock options, health, vision, dental insurance, RRSP matching, Personal Time Off (PTO), Volunteer Time Off (VTO), and other employee benefits as the company implements.

CAD $77,837.00 - 122,548.53 annually

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📌 CRM Marketing Manager, Subscriptions (Winnipeg)
🏢 Rakuten Kobo
📍 Winnipeg