Senior Manager, Performance Marketing

Rakuten Kobo Inc.; Toronto; On-site; CAD 97,000 - 147,000; Full time

Benefits offered by this job

Flexible hours

Hybrid remote work

In-office lunches

RRSP matching

Volunteer days

Stock options

Training budget

Device & eBooks perks

Wellness programs

PTO

Job summary

Rakuten Kobo Inc. is seeking a Senior Manager, Performance Marketing to lead measurement and optimization across Kobo’s global marketing organization.

You will translate data into actionable decisions that improve acquisition efficiency, retention, and lifetime value across various channels and lifecycle stages. The role combines analytical rigor with commercial acumen, driving dashboards, forecasting, and cross-functional leadership with product, data, and finance teams.

Qualifications

• 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.

Responsibilities

• Lead Marketing Measurement Strategy and end-to-end framework across the lifecycle.
• Develop and evolve attribution models; optimize investment allocation.
• Partner on media mix modeling, incrementality testing, experimentation frameworks, diagnostics.
• Establish KPI frameworks across paid acquisition, CRM, ecommerce, retention, and ROAS.
• Deliver executive dashboards and performance storytelling for leadership.

Skills

Marketing analytics

Lifecycle analytics

Acquisition & retention

A/B testing

SQL

Attribution modeling

BI visualization

Data storytelling

Tools

Google Analytics 4

Google Tag Manager

Google Ads

Meta Ads

DSP/programmatic platforms

CRM platforms

Looker/Tableau/Power BI

Job description

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 for action

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.

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 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.

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 Professional - 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. As part of our Rakuten interview process, we encourage applicants to use their own words, rather than AI‑generated content. Tell us your story in a way that's personal and authentic. Rakuten would like to thank all applicants for their interest in this role however only qualified candidates will be shortlisted. Rakuten does not send unsolicited job offers or request money during the recruitment process.

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 $97,020.00 - 147,020.00 annually

All legitimate emails from Kobo are sent only from the domain @rakuten.com.