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 current 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 PersonYou 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 DoOwn the Subscription Customer LifecycleDevelop and execute CRM strategies across the Kobo Plus and Audiobookscustomer 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 & ExperimentationUse 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 ProgramsOwn campaigns and lifecycle programs end-to-end, from strategy and briefingthrough 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 BusinessWork closely with Subscription, Content, Product, Analytics, Creative, MarketingTechnology 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 Bring3-5+ years of experience in CRM, lifecycle, retention or digital marketing, ideallywithin a subscription, e-commerce, streaming, media or consumer technologybusiness.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.Strong 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 marketingcapabilities.Knowledge of privacy regulations, consent management and CRM best practices.The Perks:Flexible hours and hybrid remote working environmentSubsidized in-office lunchesFour extended long weekends in the summerFull benefits starting from your first dayPaid Volunteer days, unlimited sick days, and 3% RRSP matchingWork From Anywhere Program for up to 3 months (90 days)Lifestyle spending

📌 Crm Marketing Manager, Subscriptions (Toronto)
🏢 Rakuten Kobo
📍 Toronto