Marketing Specialist (Customer Engagement), Rakuma - Rakuma Business Department (C&M)

Job Description:

Department Overview

Rakuten Rakuma was established in 2012 during the dawn of flea market apps. (Fril was launched in 2012 and merged with the former Rakuma in 2018.) Over ten years have passed since flea market apps first emerged, yet their transaction volume and user base continue to expand.

Within this growth sector, Rakuma leverages Rakuten Group assets to provide benefits such as greater affordability, convenience, and a safe, secure user experience. Furthermore, Rakuma attracts a significant number of customers in their 10s to 30s within the Rakuten Group, and it also holds a high share of new Rakuten members. This positions Rakuma as crucial for acquiring new Rakuten members.

Rakuten Rakuma: https://fril.jp/

Position:

Why We Hire

The flea market app “Rakuma” is widely used by many people, leveraging its strengths such as integration with the Rakuten economy, industry-lowest commission rates, and safe and secure transactions for brand-name goods. However, we are not satisfied with the status quo. We aim to provide an even higher-quality experience that makes our users genuinely feel, “I'm glad I kept using Rakuma,” and focus on improving LTV (Life Time Value).

Currently, the CtoC & Marketing Section is accelerating initiatives to deepen communication with existing users and boost engagement through more personalized experiences. To drive this critical mission forward, we cannot manage with our existing team alone; we urgently need new colleagues to take on this challenge together.

This “Marketing Specialist (Customer Engagement)” position we are recruiting for is central to this strategic theme of LTV improvement. We expect you to deeply understand the needs of each individual user, design data-driven communication, and plan and execute campaigns that inspire delight, thereby strengthening the bond between users and Rakuma.

Attractiveness

- Significant autonomy and direct impact:
You'll be responsible for the entire process-from planning and executing customer development initiatives to evaluating their effectiveness. Experience the satisfaction of seeing your ideas take shape through swift execution and direct feedback from users.

- Specialization and career diversity:
Deepen your expertise in the high-demand field of “customer development.” Future opportunities include challenging yourself in other areas like customer acquisition or advancing your career as a leader or manager.

- Comprehensive Support and Diverse Team:
No prior marketing experience required. Existing members provide thorough support, and a detailed onboarding process ensures you acquire necessary skills. Collaborate and grow alongside team members from diverse backgrounds.

- Social Impact and Influence:
Expand the reuse market through our flea market app, contributing to reduced environmental impact and SDGs advancement. Work on a business with significant societal impact and find deep fulfillment.

Position Details

As the Marketing Manager (Customer Development) for the flea market app “Rakuma,” your mission will be to enhance the LTV (Life Time Value) of existing users. You will be responsible for the entire process-from planning and executing various marketing initiatives to verify their effectiveness-aimed at boosting user engagement.
Specifically, the role involves the following responsibilities:

Planning & Strategy Development
- Analyzing user usage patterns and behavioral data (utilizing SQL, Google Analytics, etc.)
- Identifying challenges for each user segment and planning strategies/initiatives to improve LTV
- Researching competitor service trends and market developments

Initiative Design & Execution
- Designing initiatives utilizing diverse communication channels such as push notifications, in-app announcements, emails, and in-app pop-ups
- Planning and designing incentive campaigns primarily involving coupons and point rewards
- Communication design and personalized initiative deployment tailored to user phases (post-registration, first listing, first purchase, dormant, etc.)
- KPI setting, budget management, and planning/execution of A/B testing
- Creative production direction (collaboration with internal/external design teams and vendors)
- Initiative setup and operation using CRM tools (etc. , Karte)

Effect Measurement, Analysis, and Improvement
- Data aggregation, effect measurement, and reporting for implemented initiatives
- User behavior analysis and improvement proposals based on initiative effectiveness verification
- Rapidly executing the PDCA cycle for continuous initiative improvement and optimization

Collaboration with Related Departments
- Work closely with various departments including Development, Design, PR, and Customer Support to ensure smooth initiative execution and contribute to overall service improvement

We expect you to drive Rakuma's further growth by delivering “experiences that delight users,” through initiatives grounded in data and user psychology.

Work Environment

Team Structure

Rakuma Business Department Total: Approx. 70 members

CtoC & Marketing Section: Approx. 15 members

Age Range: Primarily young professionals in their 20s to early 30s.

New Graduate/Mid-Career Ratio: Approximately 50/50.

Gender Ratio: Approximately 50/50.

Atmosphere: A close-knit team with active communication and an approachable environment where members feel comfortable consulting each other. Young members are at the forefront, working diligently in a friendly atmosphere.

Average Overtime

Average Monthly Overtime: Approx. 20 hours.

Work Style: An environment where each individual can easily control their work and working hours, allowing for high performance while maintaining work-life balance. We promote efficient work styles, enabling you to excel professionally while also enjoying your personal life.

Backgrounds of Mid-Career Hires

Previous Industries/Roles: Many mid-career hires come from a variety of industries and roles, such as planning positions in manufacturing companies or sales/planner roles in advertising agencies.

Marketing Experience: A significant number of members joined without prior practical marketing experience and have since thrived. With our robust support system after joining and your own motivation, you can acquire specialized skills and achieve substantial growth even without prior experience.

Mandatory Qualifications:
No marketing experience required. We will consider candidates who meet the following criteria.
- Strong logical thinking and hypothesis-building skills, with a drive to identify and solve problems based on data
- Comfortable working with numbers and capable of data collection and analysis using tools like Excel
- Proactive in generating ideas and driving projects from planning through execution
- Skilled at communicating smoothly with diverse stakeholders and facilitating coordination
- Basic PC skills (Excel, PowerPoint, etc.)

Desired Qualifications:
- Experience in data extraction and analysis using SQL (Even without practical experience, we welcome candidates with a strong desire to learn and aptitude. We provide an environment where you can catch up after joining.)
- Practical experience in marketing for web services or e-commerce sites, or in business development
- Experience in campaign planning and operations

Other Information:
Additional information on Location
Rakuten Crimson House
1-14-1 Tamagawa, Setagaya-ku, Tokyo

Additional information on English Qualification
TOEIC Score exceeding 800 (or similar level of English ability) or a University Degree earned in an English-speaking country.
Proof of qualifications will be required by the time of the job offer.
If no evidence is available to prove the qualifications denoted above, taking an IP test, organized by Rakuten, during selection process is required.

Rakuten Group, Inc. Homepage Link
- Benefits:https://corp.rakuten.co.jp/careers/benefit/
- Recruitment Information:https://corp.rakuten.co.jp/careers/information/ * Employment type is detailed
- Rakuten Culture:https://corp.rakuten.co.jp/careers/culture/

#business #marketing #PR #commerce #Rakuma