AI Marketing Data Strategist / Group-wide CRM & Personalized Marketing – Marketing Division
rakuten · Tokyo, Japan ·
- Employment
- Full time
- Category
- Marketing
rakuten · Tokyo, Japan ·
Job Description:
Business Overview
The Marketing Division supports more than 70 services in Japan and globally.
It oversees areas including brand, creative, marketing, and membership, with the goal of maximizing customer experience and business outcomes across the group.
Department Overview
The Marketing Division brings together data, creative, CRM, membership, and related capabilities to improve customer experience and marketing outcomes across multiple services.
This position contributes to building reusable, group-wide mechanisms for customer understanding and marketing data utilization.
The Operating Model Integration Department integrates AI, data, MA/CRM platforms, marketing operations, and creative operations to advance the sophistication, standardization, and automation of marketing across the group.
We are evolving from conventional campaign-based and segment-based marketing toward Hyper Personalized Marketing, where we continuously understand the state and changes of each individual customer and deliver the optimal experience at each moment.
To enable this, we design customer data as Customer Intelligence that can be used by marketing teams and AI, and continuously improve it.
Why We Hire
The rapid adoption of AI is fundamentally changing how data is used in marketing.
Going forward, the work will not simply consist of people reviewing and analyzing all available data themselves. It will become increasingly important for people to frame the right questions, have AI explore the data, and deepen hypotheses based on the insights discovered.
At the same time, for AI to correctly understand customers and the business, it needs appropriate data, features, customer-state definitions, and evaluation metrics. Even when analysis identifies an issue, improvement cannot be realized if the necessary data or capabilities do not exist.
In this role, you will use data and AI to identify changes in customers and the business and translate those discoveries into tangible improvements. As needed, you will bring together Data Engineers, Data Scientists, Platform Engineers, Product Managers, marketers, and other stakeholders and drive initiatives through to implementation.
Position Details
Position Overview
Using membership data, purchase and usage data, Web and app behavior, campaign exposure history, CRM/MA data, and other data held across the group's services, you will design and improve Customer Intelligence that enables deeper customer understanding and better marketing performance.
This is not a role focused solely on analyzing existing data. Starting from desired marketing outcomes and business KPIs, you will determine what data is required, what customer states should be defined, what features should be provided to AI, what conditions should be used for segmentation and prioritization, and what changes should be treated as signals for improvement.
Beyond individual campaigns, you will explore issues and improvement opportunities across services, channels, customer groups, and platforms, and continuously operate the cycle: Signal -> Hypothesis -> Investigation -> Action -> Measurement -> Learning.
Key Responsibilities
1. Design Customer Intelligence / Marketing Data
- Combine customer attributes, purchase and usage history, Web/App behavior, campaign responses, and other data to design and improve customer states, features, scores, segments, and other data assets that can be used by marketing teams and AI.
- Help define new events, logs, customer statuses, and other data that should be captured in addition to the data already available.
2. Explore and Improve Performance Using Data and AI
- Identify performance changes and anomalous signals across campaigns, services, channels, customer groups, and other dimensions.
- Use AI as part of the investigation process to identify root causes and improvement opportunities, and translate those findings into improvements to segments, features, prioritization, exclusion criteria, and related logic.
3. Drive Improvements to AI / CRM / Marketing Platforms
- When the data or capabilities required for analysis or marketing initiatives are insufficient, define requirements for new data acquisition, data models, AI capabilities, CRM/MA integrations, and related functions.
- Work with Data Engineers, Data Scientists, Platform Engineers, and other specialists to translate Business Issues into Data / Product / Engineering Requirements and drive implementation of the necessary improvements.
4. Optimize Marketing Through Customer Intelligence
- Feed campaign and initiative performance back into customer understanding, data design, AI models, and targeting to establish a continuous improvement cycle.
- Go beyond presenting analytical findings and drive initiatives through to actual implementation and improvement.
5. Build a Group-wide Model for Data Utilization
- Establish data definitions, KPIs, monitoring, data-quality standards, operating rules, knowledge, and other foundations so that Customer Intelligence can be used consistently and repeatably across multiple services.
- Evolve person-dependent analysis and individually optimized operations into scalable mechanisms that can be used across the group.
Examples of Areas You May Work On
- Design Customer Intelligence / Semantic Data required for Hyper Personalized Marketing
- Build customer-state models that represent the customer's Past / Present / Future
- Develop reusable marketing features that can be leveraged across the group
- Build data cycles that translate campaign performance into improvements for future initiatives
- Use AI for Performance Monitoring and exploration of improvement opportunities
- Design the features and data required for Next Best Action and segment optimization
- Develop Customer Intelligence to support cross-use, F2 conversion, reactivation of dormant customers, and retention improvement
- Investigate and improve the causes of Performance deterioration in specific businesses
- Drive improvement projects involving Data / AI / Platform Engineers and other relevant specialists
Work Environment
This is a cross-functional environment spanning Marketing / Data / AI / Product / Engineering. You will work closely with Data Engineers, Data Scientists, Platform Engineers, Product Managers, marketers, and other specialists.
The role is expected to collaborate with people who bring experience across CRM, digital/data-driven marketing, analytics, AI/ML, CDP/DWH/MA/CRM platforms, data products, and related areas.
Mandatory Qualifications:
We expect candidates to have experience in several of the following areas:
- Hands-on experience in CRM, digital marketing, or data-driven marketing
- Experience in data analysis using SQL or similar tools
- Experience improving marketing initiatives using customer, purchase, and behavioral data
- Knowledge of segmentation, LTV, CRM, Customer Journey, and related concepts
- Experience formulating and testing hypotheses based on KPIs and Business Performance
- Experience defining data requirements or product requirements
- Experience collaborating with Engineers, Data Scientists, Product Managers, and other specialists
Desired Qualifications:
- Experience using or designing CDP, DWH, MA, or CRM platforms
- Experience applying AI / Machine Learning to marketing
- Experience using LLMs / AI Agents for data analysis or business-process improvement
- Knowledge of Feature Engineering
- Knowledge of Recommendation / Next Best Action / Propensity Models and related approaches
- Knowledge of Experimentation / A/B Testing / Bandit approaches
- Experience analyzing data across multiple services
- Experience planning or developing Data Products or Analytics Products
- Experience with Data Governance / Data Quality
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Languages:
English (Overall - 2 - Intermediate), Japanese (Overall - 4 - Fluent)