Senior Manager, Performance Marketing

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: 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 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.

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 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

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 SuperMetrics)
• 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

Strong 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 f